Harness the Power of Contagion.
Hey, it’s Rand,
You may be doing wonderful things in the world already, but if no one knows about them, if no one knows about you, it can be very difficult to attract the right resources around yourself to amplify your impact.
You need to develop your personal brand and harness the power of contagion.
There are six rules to creating contagion:
Firstly, embrace messy.
The real world isn’t a clean, ordered place. Embrace the messy bits and do things even if you’re not yet perfect at them.
Show up and push the edges.
Secondly, release control.
Give up control over your brand to your followers and let them evangelise for you. You will be pleasantly surprised at the results.
Thirdly, you need to back fires.
Pour small amounts of gasoline on the fires that you already have burning, rather than pumping gallons onto large logs that haven’t been tested.
Fourthly, scare yourself.
Look for issues that take you out of your comfort zone and tackle them.
If you go right to the edge and really scare yourself, it will then be easier to then deal with the smaller issues closer into your comfort zone.
The fifth rule of contagion is to solve small.
Give your followers small problems to solve. This gets them used to working with you to build your brand and once you have established a pattern of problem-solving you can ratchet up the size of the problems you offer to your followers.
The sixth rule is to hook into virality.
You need to create a viral coefficient that is greater than one as this means that every person who hears about your personal brand in what you are doing immediately tells a minimum of two friends or colleagues who in turn going to tell two more, which eventually exponentialises into a huge following.
The trick to having a positive viral coefficient is to create a viral loop that has the minimum number of steps in it before that one person passes on the message of your great work to others.