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For Pilots, Managing Attention Is Life and Death. Here's How They Do It.

Pilots are tasked with a very difficult job of keeping a massive metal object in the air. They are responsible for the lives of hundreds of people, while being keenly aware of communication with ground control, weather changes and navigation, all while making sure the passengers and crew remain calm.

In essence, there are two main things they must do well. 1) They have to always remove unnecessary information and distractions, so they can focus. 2) They must rely on the skills they have built from repetitive actions. In case of emergency, they need to know what to do from memory, and can’t rely on learning in the heat of the moment. For campaigners, managing attention is success or failure, and it is part of Strategic Campaigning Guideline No. 2.

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Die besten Kampagnen sind die, die von der Zielgruppe selbst entwickelt werden. Sie erzielen bis zu vier Mal bessere Resultate.

Dafür hat business campaigning GmbH das Target Community Lab™ entwickelt, ein spezielles Workshop-Design, das schon seit 15 Jahren Laien befähigt, Kampagnen-Konzepte zu entwickeln. Zum Beispiel die Kampagne für den Schweizer Kinohit «Mein Name ist Eugen».

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