WAVES OF IMPACT

Transformation is the most valuable thing you can give to your audience. It’s multilayered and complex. It’s dynamic and requires their participation, and—when achieved—has exponential potential for you and for them. But Transformation is rarely a single moment or interaction. e exponential starts with the incremental.

In e History of Love, author Nicole Krauss wrote, “ e oldest emotion in the world may be that of being moved; but to describe it—just to name it—must have been like trying to catch something invisible.” is is the first stage of Transformation—to simply move someone. It doesn’t ma er how small. ink of the increments of any relationship: from stranger to acquaintance, acquaintance to friend, friend to core group. It’s all energy moving in the direction of deeper connection. e same thing happens with your audience. Over time, these small movements add up and can tip into a larger commitment. But you must move people emotionally before you can move them actionably toward commitment.

So how are you moving your stakeholders? It could be easier than you think, like showing up and le ing them know you exist. is moves them from stranger to acquaintance without any expectation of them. Perhaps next they notice your Give and lean in closer, close enough to relate to what you’re building and want to learn more.

Any time you give value and demonstrate your values, you are seizing the opportunity to reach and move the people who align with you. Your true audience will respond. You may have to Give a few times in order to move them to the point of having a real interaction with you—and that’s okay. e unseen wave of marketing potential is just a ripple at this stage, but the wave is coming.