I learned something about myself today. As a marketer, I’d rather create a future than solve a problem. As a leader, I’ll take bridging over bonding every time.
I am only 24 pages in to Peter Block’s Community: The Structure of Belonging and I’ve already experienced an “I get it! That’s it!” moment.
So what does this have to do with marketing? Deciding to create a future is much more powerful, effective and motivating than solving a problem. Not enough leads in the pipeline is a problem. Being the hottest technology firm, the envy of your competitors because you are so remarkable (anything but boring), and the delight of your customers because you’ve anticipated and delivered – that – is creating a future!
It’s a matter of focus. You focus on the future possibility rather than past problem.
As a leader, I’m more interested in bridging than bonding social capital. Block develops a concept put forth by Robert Putnam and Lewis M. Feldstein. Bonding social capital is like minds, birds of a feather, and typically inward oriented. Bridging social capital “encompasses different types of people and tend to be outward looking.” Bridging gives you more perspectives, more options – reducing the risk of the same old same old, the tired marketing approaches that just aren’t serving us anymore.
Creating a future, bridging the social capital of staff, customers, the market (via social media), alliance partners, etc., in order to develop the remarkable, compelling story of what the future of your firm will look like – that’s inspiring! That’s something that will get people to take notice. That’s what will drive referrals. That’s what will have you jumping out of bed in the morning.
Final thought, which would energize your team more and have the greatest potential for resulting in a breakthrough for your business?
- Announce that every Wednesday it will be all hands on deck cold calling for pipeline adds
- Announce that every Wednesday the team is to bring their ideas for delighting the customer, making your firm different and better than the competition, and their ideas for how they could contribute to that future
- None of the above (enter into comments)
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