During my junior year of college, I starred as Albert Einstein in Steve Martin’s hilarious drama, Picasso at the Lapin Agile. Set in 1904 before either achieves notoriety, the play pits Einstein and Picasso in a Parisian bar.
During a pivotal scene, the barmaid, Germaine, learns Einstein is writing a book about a Special Theory of Relativity and asks him a series of questions about its subject matter, plot, comedic tone, and intended readership.
Toward the end of their conversation is:
Germaine: Okay, in your field, how many people do you figure have to read your book to have some impact?
Germaine: No, no, no. In order for your book to have impact, you’ve got to have a lot of people read it; every man in the street has got to have one.
Einstein: No, only one. Max.
Einstein: Max Planck, a German physicist, very influential. If he reads it, he makes my reputation.
Germaine: Well, you’re lucky. If your market is one person and you know his name, you can put a limit on what you’re going to spend on advertising.
I posit that those who expand their social networks to the nth degree are not thinking like Einstein. It shouldn’t matter how many friends, followers, or subscribers agree with you. Size doesn’t matter.
The only thing that matters is to attract one person — and everyone else will come like wildfire.