In the industrial revolution mindset, value was in selling more stuff to more people.
In today’s connection economy, value lies in treating different customers differently, in connecting and understanding your customers better than just selling them more stuff.
Connections matter more.
Not your typical traditional connections of knowing powerful people in powerful positions because you will need something from them in the future, but genuine human and humane connections.
Connections of knowing your customers well and what they want best.
Connections of grabbing a chair, putting your phone away, and connecting with the person in front of you. Giving them your full attention, and connecting to their soul. Treating the person in front of you like they matter, because they do.
An organisation might seek to ‘connect to’ its customers or constituents.
Connection is a form of permission, the ability to deliver value to the people who request it.
Vertical connection creates the ability to communicate and delivers a barrier to entry.
Most online stores are connected to their customers.
Most freelancers seek to connect to their clients.
Most teachers work to connect to their students.
That is different, though, than ‘connect’.
When you connect your customers or your audience or your students, you are the matchmaker, building horizontal relationships, person to person.
This is what makes a tribe.
People caring about people, students caring about students. Side by side, multiplying exponentially.
Organisations are afraid of connecting.
They are afraid of losing control, of handing over power, of walking into a territory where they don’t always get to decide what is going to happen next.
When your customers like each other more than they like you, things can become challenging.
Organisations still prefer the traditional top down approach of connecting with their customers, that way they control their customers, that way they set the agenda.
Of course, connecting is where the real emotions and change and impact happen.
Recently two TEDxGaborone speakers who have never met except at the recent TEDxGaborone conference met again at Global Entrepreneurship Summit [GES2016] conference in the USA.
Kali Ilunga and Tendekayi Katsiga connected in the USA but first met through TEDxGaborone2015. TEDxGaborone is not only connecting speakers to the audience, but audience to audience, speakers to other speakers, entrepreneurs connecting to entrepreneurs.
It is about creating a tribe.
PS: At LORA Centre we don’t only connect the lectures to students, we connect amazing students to other amazing students, we connect students to other successful entrepreneurs who are guest speakers, we connect entrepreneurs to entrepreneurs, we create the platform for connections, connections that matters.
It is not about us and what we want as the LORA team, it is about them [students, lectures, entrepreneurs] creating connections that matters.
LORA Centre happens to be a platform for connections, a platform of elites, not the elites of class or wealth, but the elites of curiosity, passion and taste. Every great thing ever created was created by and for this group.
At LORA we understand that our brand is not what we tell your customers it is, our brand is what our customers tell themselves it is, when we are not in the room.
To apply to be part of the elites of curiosity, passion and taste at Lora’s SETA Accredited New Venture Creation certificate, apply now. Click on Lora Centre for Innovation and Entrepreneurship for more information. Space is limited.