Don’t give the audience what they want, give them what YOU want. I feel that we are all the same and to give an audience what they want, is quite condescending. I don’t want to condescend people, I treat them like my friends, and I guess that is a shocking way to behave in this world for some people. I don’t go: ” – I’ll give people what I don’t believe in, just to amuse them.”

It’s intriguing to consider the implications this has for digital marketing strategies.