Be Different or be dead

March 21, 2012

Why a focus on small groups will increase your relevance

Source: Unsplash

Why a focus on small groups will increase your relevance.

If you want to distinguish your organization from your competition, you must create VALUE that is RELEVANT (something they really care about) and UNIQUE (something that ONLY you provide)

So how do you become relevant?

Here’s a formula for you: relevance = 1/group size.

Relevance is inversely related to the size of the group the person is a part of.

Simply stated, the smaller the group you focus on, the more you can get to know that wants and desires of each individual in the group. And the more relevant you can be to each person in terms of the value you create for them.

If you are looking at a 1,000-person group, you will typically know less about each individual in the group than if you targeted a group of 10 people. It just makes sense.

The ‘average’ customer doesn’t exist; each person in the group is unique in some way.

Mass market myopia produces ‘round-the-corners’ marketing where products are designed to satisfy everyone,

But unfortunately these products end up being unremarkable, forgettable, common and lost in the blur of others in the market that we looking a customers the same way. Mass market mentality encourages customer irrelevancy.

Small is good. Smaller is better

They can be insatiable communicators. Small groups have effective and constant communication going on among the individuals in the group.

They have social power in the sense that together, because of their connectivity, they are able to create a powerful word-of-mouth ‘epidemic’ behind the ideas they like.

Think about the marketing opportunities in a small, cohesive group that cares about what you do and who are talking you up to others constantly. WOW!

Group power in a marketing sense is being better understood today.

Malcolm Gladwell in his excellent book, The Tipping Point, discusses the Rule of 150 which states that a group beyond 150 actually loses social power and tends to be ineffective in viral opportunities. So there’s a guideline.

Go find a group of 150 Fans who love you, are connected with one another and who communicate with each other on a regular basis. Go deep with each and every one of them and learn their secrets.

Cheers,
Roy
Check out my BE DiFFERENT or be dead Book Series

• Posted 3.21.12 at 11:03 am by Roy Osing
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