In economics, “The Laws of Diminishing Returns,” refers to the point at which the level of profits or benefits gained is less than the amount of money or energy invested. In other words - there are too many cooks in the kitchen. So what does that mean for connection today?
A hundred years ago, your social circle stemmed from four realms: family, work, religion and neighbourhood. The extent to which you knew people ranged from acquaintance to loved one, no more no less.
In 2020, our “social circles” are potentially infinite. 500 LinkedIn connections, 700 Instagram followers, 1,200 Facebook friends. Sure, there’s some overlap, but what’s most notable about these connections is that as their numbers increase, their value and quality diminishes. And understandably so. After all, how can you truly connect with over 2,000 people in your “network” or “social sphere”, especially if you don’t regularly stay in contact or see each other? This begs the question: As you have more connections, do they become less meaningful?
As you have more connections, do they become less meaningful?
According to Dunbar’s Number- a theory created by anthropologist and evolutionary psychologist Robin Dunbar - it's believed that humans can maintain at most about 150 stable relationships. Let's assume half of that number is comprised of family and deep personal friendships. When you think about this professionally, this means our business tribe contains at most about 80 folks. So how do we cultivate those most important relationships?
In order to cultivate those relationships, we must eagerly do the “unscalable”, or things that require your individual time and energy. But how? Start by simply making time: rearrange meetings in order to have coffee; joyfully offer advice in person, on the phone, via email; reach out frequently, particularly when you don’t need anything or find an interesting article your connection might enjoy. In short, celebrate personal and professional accomplishments with heartfelt gestures - and without expecting anything in return.
In the same way everyone applies human care to these relationships, &Open applies these gestures to customer relationships at scale. Ironically, technology helps us to foster this personal connection. First we apply those same tenets of authenticity, personality, and consideration into our gifting assortment; then we use our software to send messages and gifts around the world in a matter of minutes.
As a result, we help maintain that same feeling of close, intimate relationships with customers, no matter how rapidly your business or network may be growing.