We live in a relationship economy. Where transactions are the by-products of healthy relationships. Where courting people is ineffective. You can´t simply market anymore based solely on responsiveness in a more and more socialized marketplace. You´re surrounded by creators not an audience. And if you gain trust, that´s because you have provided value - time over and over again. That´s where the meaningful relationships start. That´s when the behavior and micro trend starts. That´s what will make your brand heart pump. 24 hrs, 365 days a year.
Your goal is not to create a new customer. It´s to create a customer who creates new customers. By gaining trust through activating your existing customers. Continuously.
It´s time to start investing and stop spending. People interact with brands that resonates to people and their values. You need to connect with underlying human truths. You need a flexible, though consistent, identity that can build trust by offering or take part in a culture and provide or be a social currency that will activate individual needs and preferences in everyday life. Then you will have a legion of people who believe in your visions that will influence each others move from consideration to point of action.
It´s not really about popularity, likes, views or comments on your site. It´s about behavior. It´s about what reinforces my identity. What´s viral is what´s the resulting pattern when people choose to share something with each other. Activate!
It´s about ecosystems where all participants are valued and empowered. Where your customers are contributors and stakeholders.
We live in a relationship economy. Where the old model of paying for participating in culture is a dead end. You need to live to be able to take part in people´s life.
What are you investing in to form meaningful relationships? How are you empowering people? What are you doing to lead people?
The tiltle quote "I give you something of value in the hope that you’ll someday return the favor." taken from an interesting article: "People Share News That Inspires AWE: http://www.nytimes.com/2010/02/09/science/09tier.html