Spreading Seed

Posted by parkejladd on Jun 20, 2009 in Entrepreneurship, Featured {Article} | 0 comments

We all have something to offer. We can learn a lot about who is going to want that something and when they’re going to want it by being able to adeptly perceive and distinguish between different types of demand.

1. Known Demand. The consumer already knows that he wants and/or needs the product.  Acquisition imminent.
2. Unknown Demand. A dormant or potential demand for something, whether already in existence or not, which the consumer does not know he currently has a desire for. Yet, when the consumer is presented with the option to experience a new product (or service), he immediately recognizes his desire for it.
3. Non-Existent Demand. There is no demand for what you offer.
4. Delayed Demand. A demand for something which is readily available, already known of by the consumer, yet not fully realized as a present, crucial need by the consumer. The product, experience or service is easily accessible or purchasable, but your target audience is not yet ready or willing to engage in or invest in what it is that you offer. However, at some point in time these potentials will eventually turn into real sales or investors or followers, OR they will flat out reject you. Either way, they’ll come to a point of decision.

1, 2 & 3 are fairly simple to understand and increasingly easy to help or satisfy.

4 is tricky though. 4 tends to make 1-3 more confusing, even cluttered and irregular. What do we do?

Make seed freely available.

Seeds are snippets of the whole which, when dispersed, can successfully land, take root and grow. Seeds are not the entire plant. Seeds are seeds. They are small packets of information and color and potential that hold everything necessary to one day burst open and grow into something useful, nourishing and profitable. Seeds are the proof and preview of what is to come. However, seeds must be used and spread responsibly.

As leaders, entrepreneurs and business owners, we have an abundance of tools necessary to spread seed and measure the most productive soils.

The old methodology would tell you to haphazardly throw seed everywhere. In other words, force enough seed into the environment, overwhelm the public with your idea, and count on at least a portion of the public cultivating your _________(fill in the blank). This doesn’t work anymore. Why? Because people are extremely picky as to what they want growing in and from their lives, and they’re tired of being told what to grow, how to grow it and what ideas to spread.

The new methodology is to give seed away and not force its spread. Allow the public to pick up your idea or product or leadership and become a part of something greater than themselves–a growing, thriving community of like-minded people who will spread the _______(fill in blank) with you. When a sector of the field sees your idea prospering in another, it becomes desirable and thus spreads on it’s own. Really great ideas spread in this manner.

It’s about creating, uncovering and cultivating an authentic desire in others lives by being a genuine example of what a little seed full of greatness implanted into your life can eventually grow into.

If it’s a great idea, people will eventually long to be a part of it, and they will love it so much that they just have to spread it. This creates demand, and the opportunity for you to make a constructive difference in people’s lives. Stop forcing seed into the environment. It’s irresponsible and not working. Start creating, talking about and distributing great ideas, beliefs and products worthy of others acquiring, spreading and planting for you. This will help more of your 4’s turn into positive 1’s.