In your business and your brand, you’ll be faced with moments where you can choose to make things more automated, or more human.

Rather than just describing the process in a blog post, Apple released a video describing the philosophy and process behind the unibody MacBook Pro’s design, featuring interviews with Jony Ive, Apple’s famous design head, and Dan Riccio, the company’s VP of product design, as well as footage of the unibody being precision-crafted from a huge alumin

“If you can define the problem better than your target customer, they will automatically assume you have the solution.”

And that’s a powerful trigger to set yourself apart from the many others who are fighting for this potential customer’s attention. Sing the right lyrics, and you’re going to get people to stick with you. You’re going to activate them.

Challenges, when done effectively, are so powerful that they’re well worth bringing back into the conversation when you’re trying to turn your active audience into a connected community.