In the good old days good content was the scarce “attractor” – now it is important to see that the scarce “attractor” is actually the TRUST. Using this trust you need to create spaces inside of which you embed your content but ALSO the content of others – not the least your public’s content – that has a focus on an issue.

We are seeing this on the Facing the Mortgage Crisis Project. The economy is THE issue now people now – it crosses all class and culture and race borders- NPR, PBS and the local stations are producing great content. But this is enough – most who are affected will never watch PBS or listen to NPR but they will interact with a station – in person and on the web – that has created a Trusted Space for them that includes all of the content and the conversation. We are inching to this place.

I can see the same thing say for health – a Trusted Space where the truth about health care and treatments can be found and ALSO discussions between people with the challenge of living with chronic diseases such as diabetes, depression, heart disease and so on.

This would work for any area of passion – music, dogs, gardening, food, drama – The NPR/PBS Jane Austen Club hosted by Colin Firth?

Most people are so attached to content – to THEIR content that they cannot see this – even though it is right in front of them.

This is the challenge of the final mile