Ryan Daniel Moran (speaking in a Capitalism.com video) argues that genuine human connection in transactions produces a chain effect of referrals and rapid growth. He contrasts short-term, sale-first tactics (e.g., chasing a $10,000 launch) with investing in customer experience and caring for people, which leads customers to share and spread the brand organically.
When you can connect with a person on the other side of your journey, that person also knows other people and those people know other people and those people know other people and it becomes a chain effect that happens. We've all experienced this in our own lives. We've been affected by a cause or a video or a brand or a product that we shared with other people. And yet we forget about that in our own lives as entrepreneurs. And we think about what do I need to do in the short term to have a $10,000 launch that doesn't include me connecting with other people and caring more about them than I care about making the sale? And yet when we connect with the person who's on the other side of the transaction and they enjoy the customer experience or they see themselves in your content, it doesn't matter what the product is, it doesn't matter what happens on the other side. They end up telling other people who tell other people and word starts to spread.
