1. Crush all distance - "In this day and age, to reach people you must have access to their inner lives — their frustrations, aspirations, resentments."
2. Open informal channels of criticism and feedback - "It is much different when you interact directly with the public, hear in the flesh their criticisms and feedback. You create a back-and-forth dynamic in which their ideas, involvement and energy can be harnessed for your purposes."
3. Reconnect with your base - "The goal in connecting to the public is not to please everyone, to spread yourself out to the widest possible audience. You have a base of power — a group of people, small or large, who identify with you. Keep your associations with it alive, intense and present. Return to your origins — the source of all inspiration and power."
4. Create the social mirror - "Instead of turning inward, consider people’s coolness to your idea and their criticisms as a kind of mirror that they are holding up to you...When your work does not communicate with others, consider it your own fault. You did not make your ideas clear enough, you failed to connect with your audience emotionally. This will spare you any bitterness or anger that might come from people’s critiques. You are simply perfecting your work through the social mirror."
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