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In 1999, John Kesley and Bruce Scheiner published a business model in an online journal titled "Street Performer Protocol."

5 years later, authur Lawrence Wall Evans took inspiration from this model to launch his newest novels. He made his true fans pay $100 collectively.

Once he receives the payment, he releases the next chapter of the novel.

When I read this, I asked myself, what is the origin of this business model?

Trust me, I found it.

It is called the 1000 true fans.

But, I am not satisfied with this model as a standalone concept.

I have an audience of people running bigger businesses who don't want to go lean.

So, keeping the 1000 true fans/superfans' mental model in mind, I sought more details.

And did I find it?

Somehow, I did.

I ran into a blog post that is often referred to by the greatest marketing minds as the secret of modern marketing.

It was written by Seth Godin out of utmost generosity.

Two, Ten.

That is the secret behind the 1000 true fans and the secret of modern marketing.

In Seth's words,

Find ten people. Ten people who trust you/respect you/need you/listen to you…

Those ten people need what you have to sell, or want it. And if they love it, you win. If they love it, they’ll each find you ten more people (or a hundred or a thousand or, perhaps, just three). Repeat.

If they don’t love it, you need a new product. Start over.

This is the point I began to realize my mistakes.

In my case, I need not another product but to make my product service better and in turn create happy clients( I prefer the word client to customers.)

But this isn't the end of my quest.

Because as Seth proceeds on the blog

Your idea spreads. Your business grows. Not as fast as you want, but faster than you could ever imagine.

This approach changes the posture and timing of everything you do.

You can no longer market to the anonymous masses. They’re not anonymous and they’re not masses. You can only market to people who are willing participants. Like this group of ten.

The timing means that the idea of a ‘launch’ and press releases and the big unveiling is nuts. Instead, plan on the gradual build that turns into a tidal wave. Organize for it and spend money appropriately. The fact is, the curve of money spent (big hump, then it tails off) is precisely backwards to what you actually need.

I asked myself, why are timing, launch and release and the big unveiling nuts?

Does it correspond to what Paul Graham says when he said:

In particular, you don't need a brilliant?idea?to start a startup around. The way a startup makes money is to offer people better technology than they have now. But what people have now is often so bad that it doesn't take brilliance to do better.

But what is the one principle to rule them all?

So far, we have principles like "launch as fast as possible," "1000 true fans," "First, Ten."

How do these connect together with building big businesses or small ones if you decide to stay lean?

Let's unpack that further tomorrow.

In the meantime,

Stay humble, remain bullish and be open-minded.

Mubarak (TheModernMarketer) Oni

P.S You can read the first part of this series here.

P.P.S. I'm thinking of making my next Linkedin live a micro interview which will be in a written format (Just a quick question - Do you prefer attending a live event for 60 minutes or distilling the content/summary into a 12minute readable format)

P.P.S.S. It is my honour to serve you with this newsletter and it would mean the world if you can share it or at least let me know your point of view on these ideas.