I was very inspired by the book "Three Cups of Tea" by Greg Mortenson. It details his efforts to build schools in Pakistan and Afghanistan. It is truly amazing what he alone has accomplished.

The title of the book is in reference to the idea that it takes three cups of tea to really get to know someone. "The first time you share tea with someone, you are a stranger. The second time, you are an honored
guest. The third time you become family."

Too often in marketing we don’t take that advice. We want results quickly and cheaply. And, we want our target audience to tell us all their wants and needs before they even know who we are — when we are still a stranger. We need to keep in mind that it takes time and many "touches" to gain someone’s trust — especially if you are launching a new product or targeting a new audience.

The author, Greg Mortenson, will be in Kansas City on March 4.