“If you want to reach people no one is reaching you’ll have to do things that no one else is doing. In order to do things that no one else is doing you can’t do what everyone else is doing.”
Craig is a preacher in the US and this quote was in the context of taking the church into the community. However I think it is relevant to the challenge of engaging individuals in enterprise – especially those from the poorest communities.
What are you doing – that no-one else is – that gives you a chance of connecting with potential clients that no-one else is engaging?