Win by persuasion, not by force.

Bias of Priene, 600-530 BC

ATHOS is a steep, forested mountain in northeastern Greece that has been an icon of ingenuity since antiquity. The mountain itself, it was believed, was employed as a weapon by giants, the only beings on earth capable of not only putting up a fight against the gods, but also defeating them. Today’s public space — a labyrinth of new and traditional media platforms and numerous constituencies — is complex and constantly evolving. Breaking through the noise to drive the narrative can be a daunting prospect, like yesterday’s notion of taking on the all-powerful who resided in the heavens.

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