“Faith is taking the first step “even when you don’t see the whole staircase.” Martin Luther King, Jr. On August 23rd, 1963, a quarter of a million people went to Washington D.C. to hear Martin Luther King, Jr. speak at the Lincoln Memorial. How did he get so many people to come out?
He didn’t have a newsletter or a Twitter account, he wasn’t making YouTube videos or using Google AdWords, he didn’t have a website or use Facebook. He didn’t have any of the tools that make it so easy for us today to reach people and start movements, and yet 250,000 people came out.
“Faith is taking the first step “even when you don’t see the whole staircase.” – Martin Luther King, Jr.
Why? Because he stood for something important. The cause he believed in touched people’s hearts and led them to action. It was so important that people willingly spread the word and promoted his cause because it was their cause. You need to do the same. What does this have to do with business? You might be thinking, “That’s great, “it works in political or cultural movements, “but what does it have to do with business?” I’m glad you asked.
What we’re talking about here is getting people to take action, influencing decision making by appealing to something that people feel passionate about. It can apply to going to your website and buying your product just as easily as it does to getting in a bus and traveling to hear Martin Luther King, Jr. speak.
Most companies just never do it. Your business is not just about making a product or service. That’s a recipe for failure. People want to know who you are and what you stand for before they’ll buy anything from you. It’s about standing for something important and having your cause be your customer’s cause.