One of my frustrations as a consultant (a loaded beginning if ever there was one) is my inability to convince organizations of the importance of investing disproprtionately in the small group of people who really care about your cause and are fired up about it.

Maybe this Seth Godin piece will help.

My experience is that people will listen politely to this pitch, nod sagely, and then ask us how to get another 100,000 names on their email list.

What am i doing wrong???