ACTIVATE PEOPLE WHO ARE READY TO BE ACTIVATED

Rare indeed is a market where everyone is active. Almost no one buys the bestselling book, almost no one watches the Tonight Show.

We think we’re designing and selling to everyone, but that doesn’t match reality. It makes no sense at all to alter your best work to appeal to the longtime bystander, because the bystander isn’t interested. And it certainly makes no sense to try to convert your biggest critics, because they’ve got a lot at stake in their role of being your critic.

Growth comes from person-to-person communication. And from activating people who are ready to be activated.

The most recent Presidential election makes this clear: It’s the non-voting bystanders who are in the majority:

Growth comes from person-to-person communication

(Edited from blog post by Seth Godin)
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