Adjacent Social Objects is the latest idea from Rajesh Setty. ASOs (my initialism, not his) are objects that are not directly related to your product or service but are close. He explains,
| Our own example is a site called All About Steak (which is a site that’s all about steak – recipes, grilling tips etc.) which was built in partnership with Kansas City Steaks. All About Steak is an adjacent social object for Kansas City Steaks. You can’t make people talk about steaks but may be people will talk about a discovery engine for steaks? |
The concept of a “social object” is explained by Seth Godin in this interview sourced by Rajesh. Although the first source appears to be Hugh MacLeod. (Later: Was just told it’s Jyri Engestrom.)
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