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Northwell Health CMO Ramon Soto and StrawberryFrog's Scott Goodson on movements over campaigns
Ramon Soto, Chief Marketing and Communications Officer of Northwell Health, built the "Raise Health" movement by galvanizing 100,000 employees before going after the external audience — an inversion of how most enterprise brands sequence a launch. He and Scott Goodson, Founder and Chairman of StrawberryFrog, join Greg Kihlström to break down what that actually required.
A movement starts inside, not in market. Soto discusses why aligning a 100,000-person workforce around a shared purpose changed the strategic approach to everything that ran externally.
Purpose has to become operating…
The skinny
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