We think ‘if we could just get the people to listen’.
But listening isn’t enough.
We need them to listen and like it.
No. We need them listen and love it.
Love it so much that they share it with a hundred people.
And then we desperately need the same thing from all of those people.
But eventually the cycle has to stop.
Eventually you’re left with…
A small group of people who love it and tell everyone.
A bigger group of people who love it.
An even bigger group who like it.
An even bigger group who has listened.
An even bigger group who has heard of you.
And the biggest group will always be the group of people who have no idea who you are.
