Marketing to the Bottom of the Pyramid
The answer, it turns out, is in connecting and leading Tribes. It lies in engaging directly and experientially with individuals, not getting distribution in front of markets. Figure out how to use direct selling in just one village, and then do it in ten, and then in a hundred.
The broad, mass market approach of a Western marketer is foolish because there is no mass market in places where villages are the market.
… The imperative is simple: find the early adopters, embrace them, adore them, support them, don’t go away, don’t let them down. And then be patient yet persistent.
