Everything is Designed #002
The Thoughtful Seven
Seth Godin first articulated this concept in 2009, but after years of testing, I’ve honed it down to the essential “Rule of Seven.”
The core of empathy marketing lies not in casting a wide net, but in finding seven people—those who trust, respect, and truly want what you offer. If they love it, they’ll spread the word. If not, it’s a signal to rethink your offer. Success isn’t about reaching millions; it’s about winning the hearts of a few.
I’ve used this approach across multiple campaigns, from the NoShelter Initiative launched in response to the Ukraine crisis to the recent Sentinotes project. Each time, I reviewed my contacts, segmented them, and selected seven individuals with whom I had a strong, positive history and who held influence over their audiences. After personally introducing them to these projects, their enthusiasm ignited rapid growth, quickly bringing in an engaged base of over 1,000 users.
One good expansion of this thought is in Pat Flynn’s Superfans book
Another good one is Malcolm Gladwell’s The Tipping Point
Both books dive into the notion that smart marketing that does not dilute the trustworthiness of information comes from your fandom, not a massive pool of people.