Mass Relationship

Mass relationship sounds like a contradiction. Relationship implies the personal. Mass implies scale. Can you have both?

I think you can. But it requires a shift in how you think about what relationship means at scale.

At the individual level, relationship means knowing someone, being known by them, and having an exchange of genuine value over time.

At scale, you can’t replicate that for everyone. But you can create the conditions in which people feel known, valued, and genuinely part of something.

The difference between mass communication and mass relationship:

• Mass communication pushes the same message to everyone.
• Mass relationship creates a shared context in which individuals can find their own meaning.

The best brands, communities and movements do this. They don’t try to personally know every person. But they create something that every person can personally connect to.

That’s the art of mass relationship.