I enjoy how Seth Godin can make you think deeply by saying very few words. Take one of his recent posts, for example. No matter how applicable your product may be to the masses, it will likely be used by an exceptionally small percentage of those people. In fact, almost nobody.
Now, he used the 2016 Presidential election to make his point (more people did not vote than did), but I immediately thought about our efforts to work with local digital publishers and offer them capabilities to offer small and local business owners in their community. Even if we were successful beyond our wildest imagination, many small and local business owners will not use what we offer them. So, why not spend time with the ones that do?
Many publishers appear afraid to ask their customers questions. They bask in the praise of the ones who love them, and ignore the ones that don’t. Shouldn’t we engage with both? Shouldn’t we be focusing on what’s needed to “activate” the community? Shouldn’t we try things and get feedback? Throw out the stuff that doesn’t work and double down on the things people like? Should we “force” them to do things just because it benefits us? Or should we be focused on what benefits them? Who is your customer?