Seems numbers continue to be a hot topic.

I offered my views on the numbers game recently; as did both Dan Schawbel and Kasey Skala in posts of their own (and, I’m sure, many others have done and will do).

So, clear to see, numbers matter – how they matter is up to you.

As you’ll tell by my original post, my preference is on the quality versus the quantity set of numbers. Here’s a little example why.

I’m currently in the process of finalizing a special 24-hour charity fundraiser via Twitter and streaming video for my 12for12k Challenge. This takes place this coming Monday, June 29 (love to see you there!).

As much as I’d love to think I’m a multi-tasker, I’m not. This could be to do with the fact that I’m a guy and we all know women are far better multi-taskers than us, or plain and simple I’m useless. So, to help this event (hopefully) go smoothly, I know I need help.

I reached out to the 12for12k “team” and they responded like the stars they are. Emails, phone calls, favours called in, contacts spoken with, etc. So much so that already the event is taking shape fast and there looks to be some great stuff happening.

Now this team doesn’t run into the thousands. The numbers are relatively small – maybe a core group of around 100 people that want to help share the message of what 12for12k is trying to achieve. But it’s the power of this small group and the connections between us and outwith us that really emphasizes quality over quantity.

From these inner connections, we all have outer connections who, again, because of the quality of the connection itself, are also jumping in to help.

People like Amanda Hite; Brian Carter; Amanda Beals; Niki Madsen D’Alonzo; Christina Kingston; Susan Elaine; Delores Williams; and way too many more to list here. Donating time, services, gifts and more to make this event as big a success as possible.

But again, these numbers don’t run into the thousands. You might argue that the combined number of connections on Twitter run into hundreds of thousands, and you’d be right. But it’s the intimate relationships that everyone above has built with each other that’s allowing the message to be heard, acted upon and shared.

It used to be that you could just throw any message out to the highest denominator and hoped that some would stick. You can still do that, by all means – but now there’s much more to be had with connections. Real connections.

Chris Brogan talks about trust agents and how their connections help build armies and believability, because of the intimacy and way they each present themselves, their stories and their relationships.

My friend Iggy Pintado has written a book about the Connection Generation and how the old rules are changing and connection (or lack of) is everything. It’s a fantastic read and full of great insights.

So what does this mean for you, or your business? It’s simple:

Numbers are becoming less relevant than the numbers behind the numbers. How many of your connections are real connections and how many are just empty statistics?

If you want to spread your message, you need to have people – your customer, if you like – want to spread the message. How do you do this? Interact, involve and empower.

Make the connections physical. New product to launch? Offer more than your staid news release and get people into your place of work to try it. Real people. Your people; your customers. Make it a family day event and have fun while presenting your goods.

I’m one person. You’re one person. Together, though, we’re two and we’ve immediately doubled our strength. Now imagine how strong the message is when each person brings one more connection?

Are you ready to connect?

photo credit: ~Aphrodite

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