What Is Over the Transom?

The idea of marketing as an interruption is a little different when you are not just trying to lead, but you are also their manager. I don't believe that sending things over the transom over and over and over again is useful. Just about everything that is remarkable challenges some social norm because it is not a social norm to talk about new things all the time. So what we have to do is bring a sense not of I need to get this attention for me, but I need to help the other person find something worth talking about so they can enjoy the process of telling other people.