When your message comes from someone other than you (or someone you’re paying), your message is considered more authentic. Referred messages are more effective.
A lot of effort is wasted on trying to make others spread your message. There is only one way that works in the long-term: actually being what you claim to be. By showing up.
This authenticity is the goal. Not large numbers. Not far-reaching content. Simple honest truth relevant to your audience member.
Inquiries never really appear out of the blue. They arrive through someone you know telling someone else you might know.
Referrals are the bridges which build new audiences. They connect new territories of the landscape to your patch of turf.
If your aim is to create anything that matters, being authentic should be your master strategy.