We believe that brands must be Welcome Intruders in the lives of consumers.

People have become incredibly adept at avoiding ads, so our goal is to become as non-ad-like as possible. This means creating ideas and content that consumers will actually welcome, and delivering them to consumers at exactly the right time and place.

Today, you have to take your message to the consumer wherever she is! And she can be in more than one place at the same time. Suddenly Advertising cannot sufficiently advertise your brand. The medium has indeed become the message. And the message is clear: traditional advertising will not cut the mustard anymore. This fundamental insight is the bedrock of Next Step