More is:
- The hunt
- Acquisition costs
- Onsite blog traffic
- Splashy PR
- Small bets
- Millions of followers
- Friends and admirers
Deeper is:
- Relationships
- Low churn
- RSS subscribers
- Specialized media
- Big bets
- 1,000 true fans
- Allies
Neither is better or worse, but (there’s always a “but”)… BUT one of these has to be your dominant strategy if in fact you have a strategy.
(And if your answer is “both” then it’s time to reread Kevin Kelly’s original post about 1,000 true fans, starting with,”To raise your sales out of the flatline of the long tail you need to connect with your True Fans directly. Another way to state this is, you need to convert a thousand Lesser Fans into a thousand True Fans.” I can think of few things more dissimilar than the actions you’d take to “run out and find new converts” versus “convert a thousand Lesser Fans into a thousand True Fans.”)
So which one is it for you? And why?
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Sasha:
Thanks a ton for posting this. As a young serial social entrepreneur, these thoughts are always on my mind, and it’s great to hear the truth. You’ve got to be deliberative, decisive, and deliberate.
Ted
Thanks, Ted. Choices are hard, but putting them off can be pernicious.