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RT @DailyKeller: “It is not the strength of your faith but the object of your faith that actually saves you.” Tue Jun 16 03:14:27 +0000 2015
RT @DailyKeller: “Truth without love is harshness; it may be right but you ignore it because of it's bite. Truth and love together transfor… Thu Apr 09 13:12:00 +0000 2015
RT @DailyKeller: Love is never primarily defined in the Bible as a feeling. At its foundation love is at least a commitment and a promise. Fri Mar 27 19:12:01 +0000 2015
RT @CSLewisDaily: “#Christianity, if false, is of no importance, and if true, of infinite importance, the only thing it cannot be is modera… Tue Nov 11 03:47:45 +0000 2014
First 5k ever. First selfie without my daughter. :) #secondrunselfie http://t.co/TNe5SK6w9q Sat Nov 01 15:25:31 +0000 2014
RT @DailyKeller: “Anxiety is a daily statement to God saying, ‘I don’t think you have my best interest in mind’.” Thu Oct 09 14:01:58 +0000 2014
RT @timkellernyc: The heart of the gospel is the cross, and the cross is all about giving up power. Wed Sep 17 00:58:27 +0000 2014
RT @CSLewisDaily: "I don’t believe that good work is ever done in a hurry." ~ The C. S. Lewis Bible Sat Sep 13 12:57:25 +0000 2014
RT @mattedmundson: Our captivity to teach should never take precedent over our capacity to learn. #traidcraftAGM14 Sat Sep 13 12:57:04 +0000 2014
RT @DailyKeller: “You don't fall into love. You commit to it. Love is saying I will be there no matter what.” Sat Sep 13 12:56:38 +0000 2014
Very excited to be asked to speak this coming Wednesday on "Marketing God's Way" at Gateway Church http://t.co/PVKc31cGWB Sat Sep 13 12:55:03 +0000 2014
RT @CSLewisDaily: I believe in Christianity as I believe that the sun has risen: not only because I see it, but because by it I see everyth… Fri Sep 12 00:41:41 +0000 2014
RT @DailyKeller: “If you don’t preach like there are lost people present, there won’t ever be any.” Mon Aug 18 05:06:29 +0000 2014
RT @timkellernyc: Jonah stands as a warning that human hearts never change quickly or easily even when someone is being mentored directly b… Sat Aug 16 02:19:46 +0000 2014
RT @DailyKeller: “Putting our faith in Christ is not about trying harder; it means transferring our trust away from ourselves and resting i… Sat Aug 16 02:17:19 +0000 2014
In life, there are people you can count on to DO THINGS & people you can count on to GET THINGS DONE—how exactly do you describe the rest? Thu Jul 03 03:07:02 +0000 2014
Excited to share some unique principles on Kingdom Influence next week. Visit if you can. Gateway Church: http://t.co/hlsoLtg05i Fri Mar 28 18:54:21 +0000 2014
Oct 23 1:01 PM

The Mountain Dew Mandate

Oct 23 1:01 PM
Oct 23 1:01 PM

The other day I saw someone drinking a Mountain Dew. My initial thought was “people still drink that stuff??” Then my mind wandered to Mountain Dew’s prime time. Does anyone remember how Mountain Dew completely dominated the extreme sports craze? This started in the late eighties and nineties. Mountain Dew sponsored pretty much every skate park tournament that was out there. If something “extreme” was happening, they were totally involved. Their promotional advertising was all about the “Been there! Done that!” theme. They basically created the “wild man slacker” culture that so defined the mid to late nineties. It was extremely successful for them.

The most fascinating part about it is how they created their connection with that generation. The Mountain Dew brand was purchased in the mid-60s from Pepsico and their sales were low for several decades. However, their marketing research process for their huge launch in the 80s was phenomenal—it created the foundation for their brand.

Mountain Dew plunged into the minds of a generation by lingering with the masses. They basically hired a group of college-age kids to put on Mountain Dew gear and go to some local high school campuses in black Hummers decked out Mountain Dew style. These were their tasks:
1.    locate the popular, trendsetting teens
2.    give them free stuff and ask them to hang out at the Hummer
3.    take as many notes as they could on everything they said, did and wore.

The end result: learn what the coolest kids in school thought was cool—what was the new cool thing. What Mountain Dew did was amazing—they observed teens in an anthropological way. They paid close attention to the kids who were early adopters—cutting-edge leaders and trendsetters. Those influencers were the ones who always seemed to be ahead in hairstyles and clothing choices—introducing them before they became the popular thing to wear. The cool teenagers at the time had one thing in common that Mountain Dew milked for all it was worth: a respect for the lack of fear.

When you reach the leaders, you reach the followers. Who are you studying? How can you dedicate more of your time to learning what drives people? How can you convert that to influencing others for Christ?

It's time to mingle with the masses. We can't keep our light hidden. It's a mandate.

© Richard L. Reising

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