This is a quick clip of me on Tuesday 15th June in Helsinki, chatting about how Like Minds Conversation Helsinki came together. I wanted to show it because I’ve having another thought about value vs volume and also about spreadability being like scattering seeds.
The point is that Like Minds in Helsinki came about through a chain of events that I could never have planned. In actual fact, it came about because we asked 1000heads to partner with us for our Like Minds Conference in February, but without charging them – so essentially promoting them for free. We loved what they were doing and just wanted to use the platform that we had to give them more exposure.
Of course, our relationship began to flourish from that point. One connection then hooked onto another, and before we knew it, we’re in Helsinki running a Conversation and also a Summit with the tourist board of Finland.
Value vs Volume
The value play says that rather than seeking to grow through shallow touches with lots of people (therefore volume being required to turn a profit), we seek deep relationships that have far more yield. This is contrary to most internet and social media marketing which is purely about volume. However with my story of Helsinki, I want to reevaluate this a little.
I’m not sure if you can predict which relationships will be valuable and which won’t. We’ve all been let down by people we had expectations of, and then been surprised by others who have exceeded our expectations. This is church, in business, in work, in life, in family – in relationships of any kind.
This means that if I carefully plant my few seeds in a few select locations, am I not leaving room for this exception equation. You’d invest in the ones who you predict will yield the most return, and leave the ones that you predict would not yield a good return. And then problem with that is as we described above – your expectations aren’t always right. People surprise you – either by letting you down, or coming to the fore.
In my mind I am beginning to see that we need both the value and the volume play. Spreadability is like scattering seeds – and you don’t know which of those seeds will yield what. But by scattering a volume of seeds, you create room for expectations to be both let down and exceeded.
This volume-based scattering is like the training ground where value-based relationships then come to the fore. Something that my social sales funnels make room for.
Your Leading Thoughts
- We all acknowledge this effect – synchronicity – is the product of planning?
- Can you predict a value based relationship?