Matt puts it in the form of two equations:
1. Message 1,000,000 to possibly reach 100
2. Personally reach 100 who influence 1,000 who influence 10,000 who influence 1,000,000
There’s the paradox. It’s easier to shotgun your message to 1mm people and just slap that number into your reporting than to research and cultivate relationships with The 100.
Easier to work on getting the messaging to the 1mm once, than work on the personal messages to The 100.
Easier to forget about the 1mm, once the message has been distributed, than to have to constantly work The 100 to get them to spread the message and evangelize you.