Why BUFFER Thinks About Traffic vs. Audience vs. Community ["Exceptions" Ep.6]

In Episode 6 of my docuseries with brand partner Drift, I continue to explore why the world's best B2B companies are betting big on brand. Today, we go inside social media software company Buffer. They're an exception for many reasons, but chief among them is how they increase emotional resonance between their team and their audience. In this episode, I define the differences between traffic, audience, and resonance, and we hear how Buffer executes against each. Special thanks to Brian Peters and Kevan Lee for joining. MORE GOOD STUFF: My book, Break the Wheel, is about questioning best practices to think for yourself. If you want to make better decisions, faster, in your unique context, check it out on Amazon: [https://www.amazon.com/Break-Wheel-Question-Practices-Intuition/dp/1544501056/](https://www.amazon.com/Break-Wheel-Question-Practices-Intuition/dp/1544501056/ref=tmm_pap_swatch_0?_encoding=UTF8&qid=&sr=) You can also get one new story each each week about thinking for yourself when surrounded by conventional thinking by subscribing to my newsletter at [bit.ly/DamnTheBestPractices](http://bit.ly/DamnTheBestPractices)