We live in a time where communicating to broad audience alone one way has limited reach and stickiness. To make a message sticky and gain viral spread – you want to communicate through your audience. You want to foster a community of influencers who can help spread your message and communicate for you.
Ask someone who is running a business and they will more likely suggest that bigger risk they run is not getting adequate market recognition making sales cycle harder for them. Putting businesses in a position to not able to compete effectively in the market place. Unless you are doing some ground breaking invention – not many will cite they run technology/product risk as the primary reason to go out of business. Market risk usually trump over the product risk. Largely products adopts and evolves to follow customer/technology life cycle. At least until it meets a disruptive trend.
Several well known Marketing gurus have suggested how to effectively target marketing message to create the viral adoption taking “Marketing” from job function perspective to “market-ing ideas that spread” broadly. e.g. Seth Godin…around his thought process “Ideas that spread – wins” or Tribal management. or Forrester on its analysis around how to create Groundswell. Web is littered with such case studies and adoption stories – some more successful than others.
It is one of the reason – more businesses from the get go are increasingly embracing social media and encourage employees to rather share ideas broadly. Folks will invest from the start building community of developers/influencer/promoters needed to give business a market edge. Taking the discussion beyond Marketing department to engage every one involved in the endeavor to help promote your business; ideas; product; etc.
At the end of the day ask yourself – who best positioned to spread what you do best and all the creative ideas about your business than your own employees. So start the journey with your team and go get your ideas out…