Miyamoto Musashi was a 17th century Japanese swordsman, philosopher, strategist, writer, and rōnin. When mapping content strategy onto a marketing ecosystem, we always keep this gem from Musashi in mind: “All things entail rising and falling timing. You must be able to discern this.” Activation mapping is about employing the right assets at the right time to maximize the impact of your ideas, products, and services on the market. Immediate. Scalable. Sustainable.