Episode 3 furthers our conversation with The Delinquents, discussing the legendary Lake Berryessa picnic and how it came to be. I really enjoyed this segment, as it relates to marketing, because it has a natural arc to it. As you listen, you'll hear both G-Stack and myself express a lack of understanding as to how Lake Berryessa became so big, and then Vidal speaks to The Delinquents ability to move all throughout Oakland, and from there it became so clear. It's the people, man. They, The Delinquents, were building their tribe, all the while creating cohesion in Oakland, and then providing an outlet for all that shared energy to blossom...Welcome to Napa, jet Skis up; Outta Control. 

*Marketing tip: 
Never underestimate the strength of "word of mouth". It is the most powerful tool we have at our disposal. It's attached to trust and protection, two things needed in any successful marketing campaign. Specifically, people are more likely to trust the word of someone they know and people who love something, and take pride in telling others, are only going to tell people they know will appreciate it, thus protecting it.


*Activities: 
1) Identify 5 people you believe would be willing to tell others about your product or service, and not just because they know you, if thats the case, but because they truly believe in what you're doing.
2) Think about ways to make your product or service "cool". (We have an entire episode on the idea of "cool", but because it plays so prominent here, I thought I'd offer it as something to begin thinking about.)   

Closing the segment is "Finding Your Audience", enjoy. 
*I introduce a concept called "water balloons", which I speak to at length in coming segments, but briefly...
Remember filling balloons up with water as a young kid and throwing them at people? You can apply this same thing to your messaging. "These" water balloons are filled with your messaging in order to impact the right audience. Upon landing, washing over them in a way that resonates.