This means that strategic marketing begins by seeing the path, the way the idea spreads over time and through the community. It requires a specific story, not simply, “You can pick anyone and we’re anyone.” Instead, we seek to be of service to a small group, people who would miss us if we didn’t exist. Once this group finds affiliation and status from engaging with our work, we create the conditions for them to share the story with others—but they won’t tell the story that attracted them in the first place. They’ll tell a different story, also true, and one that will attract their friends.
