do things that don’t scale
Post on 15-Apr-2017
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Do Things That Don’t Scale
A blog postBy Andrew Phillips
Famous entrepreneur and investor, Paul Graham, once said, “Do Things That Don’t Scale”
• This means rather than focusing on “growth hacking” and large exponential growth, it is actually better to focus on personalized and thoughtful customer outreach.
• There is a reason that you feel loyal to a brand whenever they reply to your comment or post on social media. It is extremely uncommon for these huge brands to notice you.
• Therefore, when a company takes actions that show they really care, and are not all about profit, it pays dividends in customer loyalty and eventual revenue.
Using this strategy with online communities:
Step 1: Become a trusted subject matter expert first • Find online communities where your customers already
hang out, rather than expecting everyone to come to you.• Focus on very specific groups that have an online forum
that is well-known within the community.• Help answer member’s questions and problems, and post
helpful articles (not just about your product).
Step 2:
Step 2: Post valuable content without promoting your product/service • Avoid product plugs and attempting to point a
conversation towards your product or service. This behavior will make the community resent you and may get you kicked out.
• As you build up your reputation, you can start explaining your product, but the less early-on promotion you do, the more the community will respect you and your product.
Final Step
Step 3: Capitalize on your credibility to bring these target customers to your platform of choice • By taking your community engagement slowly (as you
would your dating life), you will build a level of authority within the community.
• Now is the time to recommend that the community check out your platform of choice (website, blog, book, email list).
• Remember that this trust is earned slowly, but can be gone in a split-second.
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