{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"What Works","title":"EP 171: Focusing On Real Relationships With The Jordan Harbinger Show Host Jordan Harbinger","html":"","width":"100%","height":180,"duration":2741,"description":"\nIt’s tempting to think that all the time you spend on social media, writing articles, creating podcast episodes, or recording videos is time spent building relationships.\nHeck, I’m doing it right now.\nEvery podcast episode I create is an effort to create a genuine connection between you and me.\nBut I know from experience that my efforts in broadcasting—whether on the podcast, with content marketing, through email, or on social media—pale in comparison to the time I spend interacting with people like you.\nThe conventional wisdom in today’s media-rich world is that you start by creating content, then build your audience, and then market a product to them. Final step? Bathe yourself in dollar bills.\nHowever, this is a reductive take on what actually works.\nBusinesses aren’t built on audiences. They’re built with people. And there is a very real difference when it comes to creating for audiences versus nurturing relationships with real people.\nWe talk differently to groups of people. We share different ideas when we’re battling for the attention of others. We prioritize different outcomes when we’re shouting from our soapboxes.\nAt the end of the day, all this social maneuvering isn’t nurturing real relationships and its rewards are short-lived.\nIt might take a little more work but interacting with people one by one and cultivating true connection will serve you, your business, and your customers for the long haul.\nThat’s why “focusing on real relationships” is the second trend I see shaping small business in 2019.\nHopefully you’ve heard this before… but Paul Graham, a co-founder at the startup accelerator Y Combinator, says:\n“Do things that don’t scale.”\nUnfortunately, the vast amount of small business advice out there says to do exactly the opposite.\nOnly do things that scale. Only produce things that can be used by thousands of people. Find the lowest common denominator and make it your lead magnet. Only spend time on platforms where you can reach huge groups of...","thumbnail_url":"https://img.transistorcdn.com/AmfGeDL96-fhMaeOcqmX7TK_eWrvTLco6OJj2QpZtZI/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS80NGUx/OWY5ZDg1M2E5MmU3/ZjEwOWVmNDM3MWVh/ZjZlOS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}