THE FOUR PHASES OF A GROUNDSWELL

What I identified in my evolution process was a need to place a di erent emphasis on the relational or good value that would lead to customer acquisition. Instead of focusing so much on how to “get,” I began to focus on what I was building that could instill trust in a future customer relationship. In essence, it was my way of taking a step back to think more about my responsibility to the customer rather than thinking about my customer’s rationale for trusting me.

What developed from this new perspective was a new ecosystem of sustainable growth—what I identified as the four phases that lead to a Groundswell. Note that these phases build from the ground up.

• Build

• Get Give

• Grow

• Keep Transform ese four phases are what we will be discussing in the pages that follow. ere will be some direct how-to, but because each e most important aspect at this time is that you understand the spirit and principles behind a Groundswell. is is the ultimate foundation. By applying the principles of a Groundswell to your unique and specific pursuit, you can unlock the unseen wave of hidden potential waiting for you.

Once initiated, each phase naturally leads to the next. However, no phase ever stops. is rolling progression continues to feed itself, creating self-sustaining growth—the ecosystem of a Groundswell.

Groundswell endeavor (like each business) has its own unique needs, there is a lot of variability in how to apply it.

A Groundswell Parable: Origins

To help you generate your own vision for your Groundswell, I’d like to share a story. As much as this is a story of a business, it’s a story of two siblings: Koa and Kalani.

Koa started making custom surfboards when he was a teen and specialized in traditional materials and designs. Koa operated on word of mouth, mostly making boards for friends and family. Kalani found a surfboard-making competition for Koa to enter, where the winning board would be chosen and used by a professional surfer. Koa’s win really put his talents on the map. After this exciting turn of events, Kalani decided to open an Etsy shop to expand Koa’s visibility. Koa worked on boards in the evenings and on weekends, while Kalani processed and shipped orders as well as managed their online presence.

We’ll spend the rest of the book tracking their specific problems with growth, as well as their unique Groundswell solutions. This fictional journey will demonstrate what it looks like for two people to align their vision and Build, Give, Grow, and Transform their audience and their business for sustainable growth. It will also help you better see how to make the vision of a Groundswell into your own reality.

For simplicity’s sake, we are working with two individuals Other organizations may have many more stakeholders and decision-makers, but the principles remain the same As you read about generating a Groundswell in the surfing world, I challenge you to envision your own. How would you break the status quo of traditional growth and service and knock the socks o those you serve?

The parable of the Groundswell Goods Surf Shop is one possible journey to meaningful growth I dare you to dream up another.