Unscripted: Life, Liberty, and the Pursuit of Entrepreneurship pdfdrive com

PROPAGATION
The final 
P
of kinetic execution is the money stage: 
propagation
. This is
where millionaires and billionaires are created. It’s wild growth, scale, and
exposing your productocracy to the masses.
The productocracy confirmation validates a self-replicating product, like fire,
and propagation becomes an accelerant. A lacking productocracy distorts this
relationship, where you’re not dealing with fire but the short-lived spark of
marketing and the churn of dissatisfied customers. If marketing stops, how long
can your business survive? Or will it grow?
Only a productocracy can precede propagation. If it doesn’t and cannot be
acted, assessed, and adjusted into a productocracy, I discontinue. I’m not
interested in being a push marketer who sells substandard products. For
example, it took me nearly six months to determine if my first book was a
productocracy. At first, many forum regulars mentioned they enjoyed the book.
Some said it was the best thing they ever read. But I never considered them an
impartial audience. It was only when strangers started recommending the book
—tweets, Facebook shares, emails—that I realized, wow, this book is worthy of
propagation.
Once disciples start evangelizing for your products, it forces an expansion
loop, which in turn forces growth, expands margins, and fudges mathematics.
Recommendations, shares, and word of mouth fires the growth engine.
Marketing becomes not a necessity, but an option. While I’m not suggesting a
zero-marketing strategy, 
a productocracy survives one.
Regardless of industry, propagating a productocracy is accomplished by
reach expansion, channel expansion, and/or network expansion.

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Reach Expansion
Once I discovered 
TMF
was a productocracy, I went on a podcast tour for
several years. My objective was reach expansion to expand product awareness.
This can involve paid marketing and promotion as well as social-media
initiatives. If fifty advertising dollars generate net fifty dollars in return, it pays to
increase the ad spend. A net return on ad spend is a license to print money. And
because you’ve proven a productocracy, your profit potential shifts from a linear
to an exponential construct.
Another popular avenue of reach expansion is content marketing, where you
provide valuable content for your target audience, free of charge. Writing
contributor (or guest) articles on Medium, 
Entrepreneur
, Quora, or any crowded
venue delivers awareness in lieu of value. When people garner value from your
contribution, they are more likely to hop "onboard" and eventually become your
customer. With a productocracy, your product is a selling machine.
I once was roped into jury duty and knew the juror waiting room had a
library. I slipped my book onto the shelves. I also offer books at cost for any
insider who wants to resell them, give them away, or use them for educational
purposes. Similarly, I also give away a ton of free books. For years, I’ve been
giving away free copies to military personnel, ex-cons, the recently unemployed,
and single moms. I sell more books than the prior year because I know that with
each book unleashed into the wild, my expansion loop accelerates.

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