Sitting Around the Dock

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Photograph by Jakob Owens


Have you ever been to a pool or beach party where everyone’s just sitting around looking at the water? Everyone wants to go in, but they don’t want to be first. It’s difficult, because then they’d be the outsider. They’d be wet where everyone else is dry. Of course, no one cares, but any self-distinction that separates us from our friends can be very painful. But, once someone goes in the water; no matter his or her status in the group – everyone will go in.

As marketers, we don’t need to find thousands, hundreds or even tens of people to jump in the pool. Often, we only need one. Then, the rest will follow.