If everyone visits a factory and takes a sample, the business is broke.
But when everyone in the community picks up an idea, the value of that idea increases.
The best marketing advice I have for someone writing a book is simple: write a book that people will want to share with others. And then make it easy for them.
It’s such a simple concept, and yet it’s being overlooked in media industry after media industry.
If you want to build a vibrant nonprofit organization, start one where your donors collect the donations.
If you want a successful TV show, write one that your viewers will want to talk about with friends.
And if you want your software to be effective, use the network effect to make it work better for all users as your users acquire new users.
The five pack is one way I’ve discovered to amplify this horizontal spread. My new book comes in a discounted set of five, including 25 free limited edition booklets. Each generous leader will end up with 4 extra books and 25 pamphlets to give away.
Of course, not everyone will choose to share an idea. But some people thrive on being nodes in the network and improving the systems that are in close proximity. If they have an efficient, effective tool to spread an idea, they are more likely to do so.
People don’t share a concept because it helps the creator of the idea. They do it because it helps them. When they’re surrounded by people listening to the same music, talking about the same topics, or doing their work complementarily, it gets better.
