The beekeeper-keepers

We often get stuck in a customer loop, dancing ever faster for the customers we have instead of spending time and resources replacing these folks with the customers we’d like to have instead.

We are learning that all the bees act instinctively to maintain the life of the colony, not because a queen bee tells them what to do. This shift in thought about bees should parallel our shift in thought about hierarchies in general.

Too often businesses forget about their current audience — the people who are already listening, buying, and engaging. These should be the most important people to your business — far more so than anyone you wish you were reaching.