What's next after connection planning?

The idea of propagation planning was created by Faris Yakob and Ivan Pollard under the insight that if you let people mess with your content, it gets more spreadable- because people suddenly have a personal stake in its propagation. "Plan not for the people you reach, but for the people they reach." It comes from the belief that the best ideas are a combination of ideas that already exist. An example of propagation planning in action can be seen here (digital activation of Cadbury's Gorilla campaign).

Here's what Ivan Pollard has to say. and here's a presentation from Faris on the origins of "remix culture" and propagation planning

Faris Yakob at Interesting New York from David Nottoli on Vimeo.