Some time ago we realized that the thing that interested us the most was the launching of new ideas.  First off, new ideas and the people that have them are inherently interesting, and second, what allows some ideas to flourish while others expire is even more interesting.  

I’m a great believer in the power of the few.  If you’re trying to get people behind your cause the best place to start is with that small number of people who are already with you.  They might not know you exist yet, but they are looking for you.  If you have a good idea, I guarantee that there are people out there trying to find it.

They will be so happy that they found it, they’ll immediately tell anyone else who might care.  They’ll even tell people who won’t care.  And their passion for it will be infectious.  Much more infectious than any pitch you could make.

The marketing of new products, services, or organizations is not about carpet bombing the world with weak messages.  It’s about strongly expressing a message to the population most likely to care.

It works.  Want a case study? 

Democracy, communism, capitalism, evolution, physics, rule of law, the Obama campaign, Apple, Twitter…take your pick.

Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has.

-Margaret Mead