Gaps in exposure

The quest for increased exposure is as old as ideas themselves, which makes it naturally one of the most mentioned objectives of any new venture. The small grocer wants more exposure to sell his products, you want more exposure to pitch your ideas inside the organization and even Walter White wants more exposure to sell his oh so famous blue crystal meth.

One of the biggest risks of such a strategy is that increased exposure tends to carry weaker links between all those you’re trying to expose yourself to. Great brands of any sort aren’t created overnight, and that’s not a sad coincidence; it’s actually the result of consistent efforts to not only deliver something different, but also let that new idea settle in people’s heads. And in case you were wondering, that can take a while, because most people tend to resist sudden changes in their lives (maybe except for Walter’s customers).

While increasing your exposure is important, among its most drastic side effects are the gaps that are created between you and those you’re after. Screaming “I love you” on a first date will most likely be a turn off, and so will the fact that you treat someone you just met as your very best friend ever. These things take time to work properly, and the first impression you make, while crucial, must work together with consistent proofs of commitment.

So instead of just focusing on increasing exposure, let’s also work towards narrowing some gaps along the way. Breaking rules and systems and bureaucracies apart has no use if there’s no reorganization plan, something which makes us once again say, “I’m proud to be a part of this”. Without that sense of togetherness, I’m not really sure all the exposure in the world will do you that good.