MarketingProfs B2B Forum is going virtual... with a twist. Don’t miss it.

I don't want to steal thunder from our upcoming initial MarketingProfs Book Club discussion, to be led by CK, but I need to borrow from the book for this post. So, instead of stealing thunder, maybe this discussion can catch lightning in a bottle and increase your interest in the book and the book club....

Years ago, I read Hunter S. Thomson's Hell's Angels. In it he quotes a Hell's Angel who reportedly says, "We're the 1 percenters, man--the 1 percent that don't fit and don't care."
Ben McConnell and Jackie Huba in their new book Citizen Marketers borrow Thomson's story as an analogy to describe citizen marketers.
"Like the outlaw motorcycle gangs,, citizen marketers usually work outside the boundaries of a corporation or sanctioning body," they say.
Like many of you reading this post, I am a 1 percenter. I believe that the best way to share, to learn, to increase credibility, to grow trust, and then to grow a business is to participate, to stir the embers of discussion. to be a 1 percenter.
Why is this important? I believe that building human relationships based on trust, credibility and knowledge of each other are critical to both life and business success. People hang and work with those they know and trust. And sharing, participating and making oneself vulnerable partly make up the range of human traits necessary to building relationships.
For the sake of offering real-life examples, here are several recent examples how being a 1 percenter has provided me new and exciting opportunities:
1. Last week (12/27/2006), the Editor of a Lithuanian publication called "Sales and Marketing" wrote to ask if he could publish my writing. As an author with a book coming out shortly and as a business person trying to grow my business, of course I said "yes." How do I get discovered by a Lithuanian publication? He has been following my posts and my comments and likes my writing style and at least a few of my ideas. This could not happen if I were not a 1 percenter.
2. The rights to a well-known event have transferred hands. (I can't share specifics.) I have been asked to partner in the relaunch. Why? Although the new owner has known me for 30 years, my writings and work over that period of time convinced him I was the right guy. WOM, blogging, publishing and staying in touch to build that relationship created this opportunity. This could not happen if I were not a 1 percenter.
3. A client of mine is starting a new Web 2.0 business. He wants me to be his marketing guy. Why? First, he trusts me but frankly my writing and my willingness to share my ideas and suggestions with him, often at no charge, tilted the board in my favor. This could not happen if I were not a 1 percenter.
4. A Chamber peer just lost his business partner. Yep. Same story. This could not happen if I were not a 1 percenter.
Obviously, being a 1 percenter is but a reason for the recent good fortune. Persistence, longevity and never giving up melded with business experiences and knowledge also help. As does being invited by Ann to be among this great stable of business persons gathered at MarketingProfs Daily Fix, which, by the way, wouldn't have happened if I were not a frequent participant in the conversations--again this could not happen if I were not a 1 percenter.
Don't take my word for it. I am so confident that being a 1 percenter changes lives that I challenge you to try it for one year, and see for yourselves. If you do, we may have to change the phrase to the 2 or the 5 percenters. That's okay. There's room. But, also, if you do, I bet that you will personally grow and so will your business. And even if I'm wront and those things don't happen, you will make lots of smart new friends. You can't lose.

Sign up for free to read the full article.

Take the first step (it's free).

Already a registered user? Sign in now.



Lewis Green, Founder and Managing Principal of L&G Business Solutions, LLC, ( brings three decades of business management experience. L&G Business Solutions, LLC, represents his third company. Additionally, he held management positions with GTE Discovery Publications, Puget Sound Energy and Starbucks Coffee Company.

In addition to his business experiences, Lewis is a published author and a former journalist, sports writer and travel writer. His feature articles have appeared in books, magazines and newspapers throughout North America. He has taught in public schools; lobbied for organizations both in state capitols and in Washington, D.C.; delivered workshops, seminars, and training programs; and made presentations to audiences in colleges, businesses and professional organizations. Lewis also has served as a book editor with a large publisher, the Executive Editor overseeing four magazines, and a newspaper department editor. Lewis served eight years in the U.S. Air Force, where he received the Air Force Commendation Medal.