The Impact Equation: Are You Making Things Happen or Just Making Noise? by Chris Brogan & Julien Smith

Author:Chris Brogan & Julien Smith [Brogan, Chris]
Language: eng
Format: mobi
ISBN: 9781101572436
Publisher: Portfolio Hardcover
Published: 2012-10-24T14:00:00+00:00

4 Reach

Okay, let’s be frank: The real reason most people picked up this book isn’t Trust, and it probably isn’t Contrast either. Those are important parts of the equation, sure, and everyone wants them, but we suspect that what people are actually after is something a little bit more obvious, a little less “sniper rifle” and a little more “giant freaking laser beam.” Does that make any sense?

Reach is what’s coveted, because it often comes with a great deal of prestige. The girl with a hundred thousand Twitter followers has an amazing lead over the rest of the pack. It is also possible to practically buy Reach, as you can purchase Twitter followers, buy e-mail addresses to expand your list, or whatever else you might find interesting. Although these options exist, they are not truly Reach in the sense that we mean it here. These options are more like faking Reach temporarily.

Let’s put it this way: We heard a story one time about a guy who finds other people’s ATM receipts. He picks up all the receipts showing big bank balances. He keeps them. Then he attempts to show them to girls in order to create interest. Well, faking Reach is kind of like that. It might work sometimes, but the charade is often quickly revealed and the interest, if any, does not last long. So faking your Reach may work for a while, but it doesn’t actually expand anything. In order to obtain and truly expand your Reach, you need to work extremely hard. You also need to be a little more direct than most.

Reach is almost never built quickly. A musician can tour the country over several years and still not convince a hundred thousand people to buy a record. More likely, our buddy builds true fans one at a time, convincing perhaps one person per show and convincing another after that. The process is painstaking but powerful, because it also involves practice and makes you a master. It’s how Louis C.K. became one of the best-known comedians in the world—not quickly but over fifteen years—one YouTube view at a time. This is what true Reach is like. It takes time, but it stays with you.

We’ll help guide you up the mountain.

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Chris is friends with world-renowned author Paulo Coelho. His work has been translated into more than seventy languages and published in over 170 countries. He even has a world record for this kind of distribution. A handful of months back, Chris was watching a clip of U.S. president Barack Obama talking about something, and then and there, the president quoted Coelho’s most famous work, The Alchemist.

And yet Coelho, like many of us, is still in need of a robust platform with lots of Reach.

Why? Because ideas without Reach are like plants without sunlight. They dry up and shrivel and sink back into the soil. Even the best ideas, if forgotten, lack power. Like all living things, ideas thrive on Reach.

The Alchemist is actually a story about Reach and impact.

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