The Billboard Model relies on shock and awe to impart messages to consumers via peripheral inputs. The need to drive insane amounts of traffic trumps introspection, innovation, and increased quality. Income is derived from third parties who have little or no contact with consumers. In crisis, the billboard model’s only solution is to scream louder, hire exotic dancers, and give away more swag.
The Tollbooth Model operates on the understanding that consumers will gladly exchange their money for a useful good or service offered at a fair price. Competition drives innovation, customer service, and an increase in quality. Optimally, consumers are in near-direct communication with the supplier of the good/service provided. In crisis, prices can be raised to counteract lower volume.
It’s that simple. Don’t tear yourself up with long discussions touting the benefits of producing and broadcasting mediocrity for free.
Produce something of value. Invest in reality.
Tollbooths are where it’s at.
