WHEN GIVING LEADS TO GETTING

“There is one word which may serve as a rule of practice for all one’s life: reciprocity.”

—Confucius

Giving value early is like sowing a seed; it’s an investment for future harvest. You’re giving to give but that doesn’t mean you won’t also get. It turns out, reciprocity is human nature. World-class negotiator Je Cochran once told me, “When people give, the other side immediately feels a compelling need to give something back.” is seemingly simple concept of Give is a critical component to ge ing momentum started in a Groundswell. You can’t create a wave of marketing potential without it.

We’re tied to one another and, like it or not, we all intrinsically keep score. When someone receives, a hidden force of obligation occurs, one they likely don’t even recognize they have. ey feel compelled to either pay it back or pay it forward. Either way, giving leads to more giving, and inevitably to more ge ing.

A recipient is more likely to experience the subtle obligation of reciprocity when what they receive has value.

But don’t think of this obligation as anything other than value returned. This is a good thing! When what you’ve given is worthwhile—it’s authentic to you, aligned with your mission, and adds to the recipient’s life—what could possibly be bad about ge ing in return? Even if someone doesn’t accept your o er, let alone reciprocate, you’re still sowing consciousness for the future. As long as you o er value that aligns with your values, you can’t lose.