Written by: Vickie Sullivan | July 28, 2020
How to Stand Out: Distribute the Experience
As thought leaders, we know the power of distribution systems. We must have a systematic approach to get our perspective out there, all day every day. But how many of us go further and distribute what’s going on that makes our brand stronger? If you aren’t, you could be missing a great opportunity.
The See Kindness Project in British Columbia, Canada, is an excellent example of how to distribute an experience. It is a community that celebrates kindness all over the world. I recently visited with business-colleague-turned-shopping-buddy Karyn Zuidinga, co-founder of the project. She said the purpose of the community is to go beyond advocating for acts of kindness. She wants to help people see their own role and to see these acts in their micro glory.
Let’s drill down. A lot of people share inspiring stories, and that is a noble cause. But when Karyn asked, “Have you experienced an act of kindness?” and heard crickets, she realized many of us stopped noticing. And that’s how her effort to map these experiences was born.
You can apply this by distributing experiences that promote your brand. Ask yourself: What can I distribute that is not just about me but about what I represent? The answers can create what I call “passion projects” that turn advocacy into experiences people participate in.
Listen: How to Choose a Passion Project
By distributing not just your insights, but the experience that represent your big idea, you stand out in crazy-crowded markets. That right there is how smart, talented people become go-to thought leaders.
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