"Build a man a fire, and he'll be warm for a day. Set a
man on fire, and he'll be warm for the rest of his life." -- Terry
Pratchett
What is it about a roaring fire that captures our attention
and draws us to it? As a young teenager, I went on several camping trips with
our next-door neighbor. I remember walking around the campground at night and
seeing all of the different campfires and the groups of people that surrounded
them. I also remember thinking how some of these fires were big and impressive
while others were small, and accept for the faint light, barely noticeable.
There was also a big difference in the energy and enthusiasm of the people who
surrounded the fire pits --- and it seemed to be in direct correlation to the
size of the flames and the heat they generated.
Those who surrounded the large fires laughed harder, talked
louder and in many cases were on their feet and actively engaged with one
another. On the other hand, those who sat around the small fires were generally
much quieter and even somewhat subdued -- and they were always far less in
number. If I watched long enough, I would notice how they sometimes sat slumped
and motionless with their eyes fixed on the fire but seemingly seeing something
entirely different. What were they thinking about? Past? Present? Future? Was
the fire slowly dying by design or had they become so distracted in their
trance-like stares they simply didn't notice the flames were going out. Were
they, in their obvious comfort, waiting for someone else to get up and make
something happen? I know I never had a desire to hang around and find out.
Just down the way, there was excitement that matched the
intensity of the rising flames. Greater numbers brought greater energy,
noticeable excitement, and even shared contribution. Looking around, several
people had pieces of wood in their hand and stood ready to do what they could
to keep the fire burning. Others shouted out encouragement or helped select the
logs and timbers. These are the people that had learned what it takes to kindle
a big fire.
It's hard to miss a fire like that -- and it's hard not to
gravitate in that direction to see what's going and how we can be part of it.
On any given night, there are dozens or even hundreds of fires burning across
the campground. Yet, only a handful are memorable, irresistible, and maybe even
unforgettable.
I think the same holds true across the business landscape.
On any given day, there are dozens or even hundreds of businesses operating
within our market. But, how many of them are really drawing attention to
themselves and creating a burning desire for others to join them as customers
-- or to match their intensity as affiliates, partners, or even competitors?
How many stand out so brightly that we can't help but notice them and find
ourselves gravitating toward them to see what the excitement is all about?
The real question is how many of us own or strategically
work for such a business? Why not? To some degree we're all tending the embers
of our daily business or occupational existence. Is our campfire drawing the
people we want to gather around it and even help us fan the flames to reach
higher levels of intensity? Why not? Why should we merely sit and stare at what
we've built while we think about the glory days of the past, the concerns of
the present, or the uncertainty of the future? Do we want a fire that gets the
job done or one that lights the way for ourselves and the others who will
inevitably find it?
Unless we plan to fold our tent and break camp, we'll need
to build tomorrow's fire. What kind of a fire will it be? Who will help you
build it? Who will you invite to watch it burn?
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