Chris Guillebeau talks about building an empire by recruiting – not evangelizing.
Here is the difference as I see it,
When you evangelize, you stand on the street corner and you yell at strangers as you pass they pass you by. Your message may be fresh & truthful & compelling – but no one ever knows because you’re just another crazy yelling “the end is near.”
When you recruit, you ask you buddy to tell his buddy to tell his buddy about your ideas. It takes enthusiasm, authenticity, passion – and the ability to pull together a tight network. But the hard part – the authority – is done for you by virtue of your close knit circle. Everyone feels like they know you & what you stand for. They accept your message because it comes from a person they trust.
You build an army that is strong, focused, and knit together with a common purpose.
Recruiting requires a shared experience & a shared goal.
When we talk about embracing craftsmanship and design and creativity and independent business, it’s really easy to be the evangelist. It’s really easy to wear the sandwich board & grab the bull horn and pray that someone hears you through the noise.
It’s much more difficult to hold small meetings of the newly recruited. It’s much more difficult to embrace the people close to you, look them in the eye, speak to them with enthusiasm & passion, and ask them to pass on your message. It’s much more difficult to practice what you preach – not in a heavy handed or judgmental way but in a contagious, aspirational way.
But, if creativity and beauty and purpose is important to you, I ask you to pass the message on.
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