This is another great post from Seth Godin who makes an
excellent point..." .
There is famous and there is famous to the family. Cousin Aaron
is famous to my family. Or, to be less literal, the family of
people like us might understand that Satya the milliner or perhaps
Sarma Melngailis or Peter Olotka are famous.
And famous to the family is precisely the goal of just about all
marketing now. You don't need to be Nike or Apple or GE. You need
to be famous to the small circle of people you are hoping will
admire and trust you. Your shoe store needs to be famous to the 300
shoe shoppers in your town. Your retail consulting practice needs
to be famous to 100 people at ten major corporations. Your
Wordpress consulting practice needs to be famous to 650
veterinarians or chiropractors. Famous the way George Clooney and
George Washington are famous, but to fewer people.
By famous, I means admired, trusted, given the benefit of the
doubt. By famous, I mean seen as irreplaceable or best in the
Here's how to tell if you're famous: If I ask someone in your
community to name the person who is known for X, will they name
you? If I ask about which store or freelancer is the best place,
hands down, to get Y, will they name you? If we played 20
questions, could I guess you?
Being famous to the family is far more efficient than being
famous to everyone. It takes focus, though.
Famous to the family (of boardgame fans) is the key to making my
friend Peter's Cosmic Encounter Kickstarter hit its goal. Or Ramon Ray's
new magazine getting traction. Famous to the
family is what this IndieGogo needs in order to change kids'
lives. And failing to be famous to the family is precisely why most
[HT to me, I wrote something about this three and a half years
ago, but I forgot, and so did most people I talk about this with,
so here it is again.]"