Further exploration of the tipping point takes us to the defining of a project or campaign that can be affected by the phenomenon.
Is our organization too small to generate impact? Do we not create enough excitement or awareness in what we do to generate momentum necessary to create these automatic results?
The answers to these questions come from the impact you and your organization has on your following. If you are part of their lives on an ongoing basis, they should be paying enough attention to you that they will react to your marketing messages.
On the other hand, if you are an intermittent pleasure or extravagance, it will take a great deal more work on your behalf for you to gain their attention.
What is important to arts marketists is becoming as important to our following as we think we already are. When we reach that degree of engagement and importance, then it is easier to put the elements in motion to generate the excitement necessary to start the ball hurtling down the hill toward the tipping point.
Unlike a powerful storm such as a hurricane or tornado, there are not designations by which a tipping point is ‘level three’ or a ‘tropical storm.’ Although this might not be a bad way to define the impact one might have.
Take a look at the times when a project of yours has gained the necessary traction with fans and followers so that the momentum of your work carried itself.
Did you have to work at it? You betcha! Did it take a single-mindedness to work at the job at hand until it reached enough people? Absolutely. Did it ever reach the point where you asked yourself, “How did that happen?” If it did, then you probably were on the outer rings of a tipping point. You were just nibbling around the edges of the storm where others began getting caught up in the excitement and wanted to be a part of what it was you were selling. It was the point where your activity became social for your fans and their friends.
There is a fairly distinct line between achieving one’s goals and reaching the tipping point. Even in the most successful efforts, most people give up before really reaching a true breakthrough. Either satisfied by making their numbers or simply running out of time, few ever experience the nirvana of a tipping point where the elements of message, promotion and engagement align in your audience’s psyche to go beyond the simple sell-out or moderately profitable fundraiser.
On your next project, define early on what point you would envision the tipping point to be and then work towards it. It is probably beyond the stretch goal you have set for yourself. It’s also beyond what you need to share with your organization’s leadership. It is a goal for you to personally to commit to and work towards, but as with all objectives you need to know what it looks like when you get there.
Think now about the steps and actions it would take to get there. How much effort would it take for your fans and followers to start to do the work for you? Not because they had to, nor because it felt like work, but because they wanted to. Work they would do because they were so passionate about you, the example you set and the work you did that they had no choice but to help you out.
I’m sure you’ve read about this before, it’s about your undertaking becoming a movement. For individual marketists like you and I who are committed to a cause and impacting others around us, we can take the steps to get as many people behind what we’re saying and doing, so that our cause or project will take a life of it’s own.
The question you must ask yourself is: are you willing to commit your professional life to getting the ball rolling to achieve higher than you ever thought possible. If so, then it is up to you to sell yourself out for your ultimate goal, exceeding your wildest expectations and reaching for the tipping point on your project