Sharing puts the audience first, while advertising or marketing in the classic sense of the word is selfish—it puts the needs of the indi- vidual or organization first. To be a great creator, to share yourself or your ideas effectively, you must share them without selfish inten- tions; you must put the audience first. Consider the current retail conundrum. For years, stores had seasonal mega-sales. Instead of improving their product, building bonds with their customers, and creating value, th...