Success used to be gotten from mass efforts—mass marketing, mass communication, mass distribution, repetition, efficiency, management.
Not now. People have become too good at isolating themselves, both from interruptions and undesired messages. They filter out spam, they ignore messages from people they don’t know, they only pay attention to things delivered by their friends or people they respect.
Mass marketing is now like firing bullets at Superman—it just bounces off.
Multiplication and the organic redistribution of a vision through a social network is key.
This requires a major shift from fulfilling the vision in bulk to training people to personally fulfill the vision in their own life, and reproducing that training in others.
It’s no longer enough to be rich enough to buy the mass distribution of a message. Now, you have to not only be the message, personally, but also persuade people that the personal, relational work of discipling is worth doing.
You have to multiply yourself rather than buying employees. It’s more difficult, but very rewarding.
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