The Slow Build Approach To New Resources

(Richard Millington) #1

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The obvious way to promote something new to a group (or community) is to go big. Make a big announcement.

This only works when the announcement is surprising. But surprise is a hard emotion to sustain.

The second announcement isn’t as surprising. By the third, it’s just business as usual. Surprise is also the most competitive emotion. I’ll wager you’ve got 20 emails in your spam folder right now each vying to be the most surprising.

You’re probably not going to win by making the biggest announcement. There’s a myth that if you invest a lot of time and effort…

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