You see, the Fiskars community – as heralded as it was – looks nothing like the community that was created some years back that led to 600% increase in online mentions. Or the one that caused a 300% increase in sales in key markets. Or the one that brought a community together online and off to create unbreakable bonds.
Influence comes in all shapes and sizes. And it takes carefully planned, insightful digging to find out where your story is going to resonate.