The underlying philosophy of a powerful digital strategy is to form a movement. The best way to do that is to attract a tribe of 100 people and nurture their sense of purpose, unity and mutual desire for a common goal.
Throughout history small groups of people dedicated to a single cause have triggered world altering events. The defining factor is not demographics but mutual desire.
"Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it's all that ever has." Margaret Mead.
Examples of such desire include the 56 men and their wives responsible for writing the Declaration of Independence and then sacrificing everything for its cause. And of course the small band of men and women who followed a carpenter from Galilee is undeniable.
The paradox of extreme focus on a small tribe is that growth is an inevitable byproduct.
Brochures are poor persuaders.
From a psychological point of view, a brochure's relentless focus on “self” fails to connect on the emotional level necessary to cause action or change beliefs.
From a business point of view, a digital brochure is a poor use of technology.
It’s not enough for sales and marketing to be friends. They have to get in the same row boat headed for a specific destination, then fight the wind, waves and current together.
The person who benefits the most is the customer, and people are most satisfied when the two disciplines blend together as if they're one.
A great digital strategy is the row boat.
Cobbling together a bunch of activities and calling it a digital strategy is like driving a car with nowhere to go.
A good digital strategy points to a map and says, “Here’s where I’m going.”
A great digital strategy chooses a place that makes the company better than it was the year before.
When people arrive to a website built from a great digital strategy, they are surprised that someone understands them so well.
Without realizing it they’ve taken a deep breath and feel a sense of relief. They think,
“Someone finally gets it. They said what I was thinking.”
Imagine a lion that’s five hundred pounds over weight. It’d be slow and incapable of fulfilling its role as the king of the jungle, unfit for service.
This is how many digital strategies end up over time. Too heavy and unfit for service.
A great digital strategy is sinewy and athletic. Nothing about it is wasteful.
Good marketers use technology to make their life easier; great marketers use technology to make the customer’s life easier.
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