The only place were I think Lance is missing the picutre is in his contradictory application of the "long tail." As I pointed out in the comments on the video:
"By putting out a #transmedia #narrative, you're using the #transmedia longtail - the science of being discovered. By applying the long tail to every medium is the only way #tobefound. It's not about predicting, it's about [achieving] density (saturation)."
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