In 2010, I ran my first advertising campaign for the running shoe store I owned.
In a few days, I dropped 3,000 DL flyers into letterboxes in the neighbourhood. I did this by running home from the shop, and dropping them along the way. Each day I’d run a different way home until the flyers were gone.
A few people came in with the flyers in the following month.
Each flyer that was dropped had a certain amount of sweat equity behind it. It was one to one… not really scalable. The lever was pretty small.
Of course, the next step was to hire a letterbox delivery service. But then really we could have looked across and seen that social media may have been the place to go…
Through each of these options we are finding leverage. We are making different decisions, accessing the assets or skillsets of others and amplifying our work.
Hard work is going to be required to get to where you want to go. But the ability to find and use levers can be the difference between running around the neighbourhood and creating real change.
