Not Any People, The Right People

Oct 21, 2023

Hi All,

Here’s my daily newsletter navigating the crossroads of business, growth, and life.

If you love this content (please share it), but also…

Two young artists sat in a bustling café, sketching passersby. Both talented, both unknown.

They had a wager: Who could get more people to look at their work?

One artist, eager and enthusiastic, darted around, shoving sketches under everyone’s noses.

Look here! See this! He chased after everyone in sight.

The other artist, more selective, quietly observed and chose her audience.

She approached a young couple, lost in each other's eyes. And an elderly man, reminiscing past loves.

She showed them intimate sketches of lovers, connecting with their current emotions. They didn't just see; they felt.

End of the day, guess who had more genuine admirers?

It's the same in business.

Shouting about your product to everyone?

That's just noise.

Finding those whose heartbeats sync with your offering?

That's music.

In the world of Malcolm Gladwell, "stickiness" was about how to make ideas memorable.

But today, we're proposing a tweak.

Stickiness is less about volume and more about resonance.

You've heard, "Build it, and they will come." Try this on for size: Build it for those who are searching.

In the vast sea of consumers, not every fish is your fish.

Some businesses are like the first artist. Chasing numbers. Spreading wide nets.

Others, like the second artist, Target. Resonate. Stick.

Have a product for vegan fitness enthusiasts? Chase the plant-based athlete, not every Tom, Dick, and Harry in the gym.

Selling bespoke office furniture? Target the thriving startup CEO who values uniqueness, not just any desk jockey.

You see, In the chase for everyone, you often end up with no one.

But in the pursuit of someone, you create bonds, loyalty, and an echo that vibrates through their circles.

"People don't buy what you do; they buy why you do it." Simon Sinek wasn't kidding.

The world doesn't need more noise. It yearns for more symphonies.

So, next time you think of stickiness, think connection, not collection.

Find your tribe, speak their language, and watch them not just hear, but listen.

10 Minute MBA