Spreadability is Like Scattering Seeds

Spreadability is like scattering seeds.

The farmer doesn’t stand in one spot and carefully place each seed. He scatters them. Broadly. Generously. Not knowing exactly which will take root, where, or when.

This is the nature of spreadable content. You create it, you release it, and then you let it go. You don’t control where it lands or who picks it up. You trust the process.

But the farmer doesn’t just scatter randomly. He scatters good seed. He prepares the ground where he can. He scatters at the right time of year.

Spreadability requires:

• Good seed – content worth spreading. Something true, useful, surprising, or moving.
• Prepared ground – a community or network that is ready to receive it.
• Right timing – the right message at the right moment lands very differently from the same message at the wrong moment.
• Patience – seeds don’t grow overnight. Neither does spreadability.

Scatter well. Then wait. And keep scattering.