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*2 groups - one is the early adopter
*Second group - people who get the 80%
*People think with their emotion - primary motivator
*5 legged dog - teacher, entrepreneur, builder, collaborator, open source.
*One message - beat the man, 80% of the B&D market. Change the world.
*One minute communication module - 30 seconds appeals to heart, 30 sec is transactional. 
*Communication - 30 seconds - we will change the world - by September.
*The other model - 30 seconds - are you the kind of person?
*Passionate appeal a la Steve Jobs - but for a better purpose - make an emotional appeal. Make transactional stuff clickable.
*Bake shows - etc. Buildup over the next 6 months - are like a reality show.
*Video and record for week and month - give them a quick reality TV for those taking over the world.
*Secondary audience - buy in to the reality show. 
*The selling and making of anything - is also a product. The process is an enterprise
*Marketing to passionate but passively interested. The product is the 'making of'.
*For the passionately passive, the 'making of' is a product.
*Secondary message - is getting the passionate people involve. Engtertainment.
*For the primary - product is "Look at how much fun we have changing the world"
*Bill Jensen - I know you believe in changing the world. This is the reason you should be a part of our group as opposed to any other group?
*It's fun collaborating, and second - we're here to make a difference.