Speaker:
Sometimes we need to make a tough decision.
Speaker:
Who do we leave behind?
Speaker:
As a customer or in our messaging.
Speaker:
It might sound like a cliche, but it's true.
Speaker:
We can't be everything for everyone.
Speaker:
It's impossible.
Speaker:
But what's possible is to be something for someone.
Speaker:
And if we are it's not about cramming everything in our message anymore,
Speaker:
but about making our message a beloved something for someone special.
Speaker:
The real value here is this.
Speaker:
We tell friends about our beloved somethings.
Speaker:
Even more so when it makes us feel special.
Speaker:
And so, if we manage to be this beloved something for someone special, our
Speaker:
message spreads, almost automatically.
Speaker:
Leaving people behind is required to make our message stronger for
Speaker:
those who are ready to come along.
Speaker:
Communicators spend way too much effort on trying to persuade those who don't
Speaker:
want to be persuaded when they could spend that effort to much greater effect on
Speaker:
serving those who are ready to come along.
Speaker:
And possibly bring their friends.
Speaker:
Given the choice, I would always choose a die hard fan over a skeptical crowd.
Speaker:
I would always delight someone special rather than having a crowd
Speaker:
just barely approve, half of which complaint afterwards, anyway.
The thing is this:
it is a choice.
The thing is this:
So, how do you choose?
The thing is this:
Who do you leave behind?
