I have this place that I like to go to every week. It’s close to home, and we meet up with friends there, have some food, hang out for a few hours. I’d tell you about it, but I want you to stay away. I’m afraid if you come, you’ll love it too. And you’ll tell others about it. And they’ll come and then tell all their friends. And soon this place that I love to go to will be full of eastern suburbs wankers folk driving over in their SUVs and ruining it for everyone (apologies to my friends who do come over from the eastern suburbs…I mean the others, not you.)
Now, I don’t pretend to have discovered this place. I was told by a friend and went on their recommendation. It was so great I got another friend to come along as well. And every week I notice it gets a little bit busier – but in a good buzzy way. I got talking to MM about this yesterday that I fear in about 12 months it may be unrecognisable, and then about word of mouth and whether it is a power for good or evil. Typically MM gave it some cool perspective.
“Scalability” he said “It’s all about scalability”. He used the example of a radio show – tell a million people about it and it won’t change the show. The same music will be played, the same banter will be had. I think over time it would change the show if it gets very successful. The DJs will get all “celebrity” and appear in “Sydney Confidential” in the Tele, they may even get poached by a bigger commercial station. Popularity and a force of people interested in the show will change it. But if it remains relatively popular – not wild ‘n’ blind mainstream successful, that radio show should survive intact.
But my little Sunday secret is not the same. More people will fundamentally change it. It will get big and shiny, and all the crooked edges will get knocked off. It has NO scalability. Brendan said last week “Nothing works here, which is why it works.” I want people to stop talking about it. I’m not going to tell random people anymore. I can even hear myself as I type say “Hmm, keep it general. Don’t mention XXXX – it may give it away”…and not many people read this blog! So I’m sorry, I’m not going to tell you where or what this is. Word of mouth is killing my little Sunday secret.