Why 5% > 95% ?


No. The arithmetic may not look right. Contrarian and defies established norm. Yes.

But, dare I say, this is the new math.

A lot of our attention and effort is spent and invested in trying to onboard the laggards and the lurkers.

And it done by dumbing down. Offering more incentive. Creating urgency. Re-posting. Hustling to see if they would take some action.

Certainly not worth it.  And very frustrating for anyone who leads.

Progress operates on a different GPS. It has a different route to take.

Wouldn’t it be great if everyone who says they are a contributor | supporter | fan | contributor | member | long-term customer showed up..

..then huge things would begin to happen.

The 95% who lurk and remain non-committal will almost always lurk. Thats okay.

The energy and the emotional labour has to go into the 5%. The place to focus on. 

Because when their persistent, consistent and generous action begins to add up, change happens. And that may bring the lurkers along. And who knows, even activate them. They will catch up when they need to.

The chasm will get bridged at its own pace. And that’s perfectly fine.

There’s nothing wrong with the laggards and the lurkers. Remember, they are potential action-takers.

But for now, our focus, action, respect and gratitude is for all those people who are already showing up. And shipping out. Which is the 5%!

So, let’s stop falling over ourselves to dumb down. Average it out. Trying to appeal and please everyone and anyone.

When you seek to engage with everyone, you rarely delight anyone. And if you’re not the irreplaceable, essential, one-of-a-kind change maker, you never get a chance to engage with the market.

So, seek your MVA(minimum Viable Audience). This would be counter to what are taught (or expected to learn) in the ‘ School of Capitalism ‘ , but this is the simplest way to do the work that matters, impacts, changes and leaves an inspiring legacy.

Now you know- Why 5% > 95% ?


This article first appeared https://www.sureshdinakaran.com

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About Author

Suresh Dinakaran

Suresh Dinakaran is the Chief Storyteller at Dubai headquartered branding agency ISD GlobalManaging Editor of BrandKnew and FounderWeeklileaks. Feedback welcome at suresh@groupisd.com

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