Many great movements in history started very small. Often with a handful of people. Some movements remained tiny; some grew, and some traveled the world. But what they all have in common, is that the movement once fit around a kitchen table.
Building a movement behind a brand on non-profit requires thinking small not big. It requires a deep understanding of the needs and desires of the few, not the many. Phrases like how can it scale aren’t part of the discussion.
It starts small. The thinking is personal. The connections are deep.
Over time, the few share with others who are like-minded. Perhaps you help them share effectively with those who have a common world view. And over time, you may earn the following of a few more.
But it is slow and tedious and requires a small audience who follow one at a time.
Leading a Movement
Musical bands understand this idea of growing slowly as they try to find a cluster of rabid fans who can’t get enough. They don’t need them to fill a stadium, just a small bar. They focus on tonight’s gig, not the future. They want deep relationships with a handful of followers so they can learn how to keep them connected.
Writers know this when they connect with a narrowly targeted group who just can’t get enough. They’ll preorder the next book to help support the author’s voice. And, it is helpful that this remains a small following. They don’t want everyone to like them. They want a handful of followers to deeply love their work.
Boutique winemakers know this too. They understand that the world isn’t their audience, just a small group of loyal customers. Maybe your tribe loves an unusual grape variety or a hard-to-find style of winemaking. That small audience will buy every bottle of wine you can produce, and they are willing to pay extra for that privilege. When you are deeply appreciated, that is when you have the kernel of a movement.
If you want to start a movement, think small.
Starting a movement with your brand or business? Let’s sit around the kitchen table and talk. I’ll buy the coffee. Text me at 919 720 0995.
