Too many early-stage companies focus on mobilizing people through — if you'll forgive the dreadful buzzword — social media. If you can connect directly with yo

Too many early-stage companies focus on mobilizing people through — if you'll forgive the dreadful buzzword — social media. If you can connect directly with your audience face-to-face, as Jim did, that's often a smarter strategy. I like the way Jim was able to segment his audience in a low-tech way (chatting with the parent-kid teams who are his core users/customers). Yeah, you might be able to achieve a greater # of impressions online, but it's much harder to make those impressions meaningful and to make sure that they translate into action. ("Raising awareness" is complete bullshit. If people are aware but they don't take action, no one cares.)