“There’s a dangerous prank that relies on thief-detector dye. This dye, sold as a powder, is quite bright and a tiny bit goes a long way. Once the powder touches the moisture on your skin, it blooms into a bright purple and won’t easily wash off.
Drop a teaspoon of it into a swimming pool, and all the water in the pool will become permanently bright purple. But if you drop it in the ocean, no one will notice.
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When you seek to share your best work—your best story, your shot at change—it helps if it’s likely to spread. It helps if it’s permanent. But even if it’s extraordinary, it’s not going to make a difference if you drop it in the ocean.
That doesn’t mean you give up hope.
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It means you walk away from the ocean and look for a large swimming pool.That’s enough to make a difference. Begin there, with obsessive focus. Once it works, find another swimming pool. Even better, let your best customers spread the idea.”
Excerto de: Seth Godin. “This Is Marketing”.
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