The second circle
What do your supporters tell their friends?
That’s the unseen force behind every successful brand, movement or idea.
Most people don’t care about you. They’re not listening to you, not wondering what you’re up to, and certainly not taking the time to seek you out. All you have is a small circle, your supporters.
And yet, we spend most of our time treating people like customers, not supporters. We try to turn strangers into people who do business with us, taking the friends and supporters we’ve earned for granted.
Instead, with planning and focus, you can create the conditions where your efforts strike a chord. When your customers become fans, they spread the word. When your story is true, relevant, focused, and sticky, new fans arrive. Not because it matters to you, but because it matters to them.
The second circle is out of your direct control, and it’s tempting to ignore it. But the second circle unlocks the change you seek to make.