In marketing and communications we say our goal is to “connect with” people – customers, potential customers, the public, and special interest groups….
But “connecting to” and “connecting” are different; and to be successful we want to move from the first to the latter and open up the discussion.
“Connecting to” is a vertical relationship with a hierarchy built in. “Connecting” refers to a horizontal relationship where we allow person to person relationships to form and we are not in control. This scares a lot of businesses as they are no longer controlling what may happen next as our customers form their own tribe in which we are an just an equal or perhaps less then equal member.
Tons of good can come from letting go of the reins. We want to build loyalty and let a tribe form which can exponentially generate opportunity and open doors to genuine emotions, allowing change and impact to happen.
Read more on this from expert Seth Godin: