Is it possible to distill your message down to something that resonates universally?
or is it only possible to continually adapt your message in such a way as to it resonates within a smaller and smaller segmentation of the population?
My interpretation of this top down vs bottom up conundrum is that you try to do both.
The adaption of your message as you progressively segment your audience will ultimately lead you to be talking to one other person in isolation and telling them exactly what they want to hear.
While on the other hand, if you truly believe in your message and you work and work on distilling your message down to the absolute essence of what you are trying to say, the last word, before your message finally disappears in the distillation process, will be, “Love”.
Logically, combining the two approaches, communication will always come from a position of Love.