You have a big goal, a vision for how to make life better for a specific group of people.

That vision might be a refinement or improvement on the way things are currently done or a complete uprooting of the existing systems, structures, and beliefs of the people you’re looking to engage with.

Either way, it’s clear to you, at least, that your solution is the obvious choice to solve your audience’s problem, and you want to see your vision implemented on a massive scale for everyone your offer has the potential to help.

But how to get their attention and spread the word?

Your instinct is to get your hands on the biggest megaphone you can find and shout your message to the masses, confident that once your message is heard a queue of eager buyers will form engage with your offer, and a movement will be born.

Movements, however, are not built on megaphones, mass-marketing, and top-down messaging.

Movements are built by speaking intimately to a small group of people, and then creating something for them specifically, that they can’t help but tell their friends about.

If you choose to follow this path, the starting point is simple.

Find one person.

Find one person for whom your offer is the perfect solution for. If you can’t find one person, you most certainly won’t find a hundred, or a thousand, or a million.

Once you’ve found your one person, hone your product or service until it is the best possible solution for the problem they’re trying to solve.

Then find ten people and repeat the process.

Hone your work until you have something truly worth talking about, something that each of your ten people can’t help but share with three of their friends.

You don’t need to get your message, your product, your service in front of a million people. You simply need to find the perfect ten who will help you get the snowball rolling.

You won’t win by shouting louder than everyone else. You’ll win by creating raving fans who whisper among themselves and do your marketing for you.

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