Taste the wine

The best way to give others the confidence they need to select and drink a bottle of wine is for them to taste the wine. That’s the best use of effort and resources.

Don’t run around telling everyone you have some wine.

Don’t tell everyone how great the wine is.

Don’t look for increasingly clever ways to hype the wine, or increasingly hidden places to post a notification that your wine is here.

Yet this is what we always do. We blast links everywhere. We hack our ways forward. We tell ourselves that we only need to find THE place to put alerts that we have something great, and people will come running.

Far better is to figure out what type of value they need or like on a given channel, then add that exact type of value. The podcast which offers links to the episode on Twitter is far less likely to earn trust and love than the podcast which publishes actual value in the form of a video summarizing the best lessons of the show.

We think the best way to connect more deeply is to ASK someone to connect. Turns out the best way is to start connecting, then expect that they’ll want to connect more deeply. If the sample is great, the full bottle will be worth it.

Here. Taste the wine.