Note: this is a bit of conceptual peice today, based on things we’ve been discussing on this blog for a while. If you don’t quite get it, read the posts that I’ve linked to and you’ll get the full picture.
I’ve written a bit over the last months about spreadability being the way that people are marketing today. Spreadability vs Reach is in fact something I speak a lot about at events (you can see the slides here.)
One of the things we said in particular was that spreadability is like scattering seeds, in so much as every bit of your message that you put out, no matter how big or small, has a only a certain degree of predictability to it as far as a return on your investment goes.
Scattering is a volume game, and we play the volume game because we don’t know who is of value out there. We don’t know which relationships will end up returning the greatest to us, which tweets return the deals, which bits of marketing make the biggest difference – and trying to carefully plant our seeds rather than scatter them neglects all the potential relationships that we could have, that we’d never normally pick.
You can watch a video of me sharing a great recent example of that from Like Minds Conversation Helsinki.
What we can’t do is live in the volume game. This creates burnout, and means we have width but no depth, and it is in a deep, valuable relationship that we really begin building.
The conundrum is this: how do we go from a volume approach to a value approach? How do we filter all that we scatter, and know what relationships or opportunities to begin investing in with greater value?
The way that we go from the volume game to the value game is to go from scattering to gathering.
What do I mean? I mean that if I scatter my message by sending out a tweet, then those who are valuable to me are the ones that respond – they participate. I then begin the process of gathering those people to me at the level at which they are participating.
The best way that I can explain this is this: if a farmer scatters his seed, and some of that seed begins to yield fruit, then he doesn’t just leave the fruit out there – he gathers it.
If you want to read excellent insights into this, I advise you read this post on the subject last week, and in particular, the comments from Robin Dickinson on how he only follows those who he had a value-based relationship with. It is inspiring stuff.
Your Leading Thoughts
I’ve got a lot formed in my mind about this, but I want to get your feedback on it to balance it out.
- Do you agree with scattering and then gathering? Can you see truth to this?
- How do you go from volume to value?