The author's views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
“They weave a web of reciprocity, of giving and taking. In this way, the trees all act as one because the fungi have connected them. Through unity, survival. All flourishing is mutual...all are the beneficiaries of reciprocity.” — Robin Wall Kimmerer, Braiding Sweetgrass: Indigenous Wisdom, Scientific Knowledge, and the Teachings of Plants[1]
Local business communications options are rapidly expanding, and customers are trying to reach out to your business for help in many ways. Simultaneously, any local business you're marketing has multiple options for initiating welcome outreach. Where can we look for inspiring models and methodologies to help us build communications bridges with the communities we serve?
The model of nature relies on abundance and connectivity. Instead of standing alone, one tree is connected to all the others in its forest via fungal bridges, through which trees provide carbohydrates to mushrooms, and they return the favor with water and minerals. Reciprocity in our digital marketing scenario consists of a business offering something people need while throwing open as many doors of communication as possible. Meanwhile, the consumer contributes their money, time, feedback, loyalty, WOM referrals, and even user-generated content.
It’s a very different model than artificial scarcity[2], which underpins monopoly, arbitrarily limiting things humans need and creating hardship instead of sharing. Think of agonizing automated phone trees vs. well-trained live customer service representatives, and you’ll feel the difference in your gut.
Do you find nature’s model to be the more inspirational of the two? Let’s apply it! Google says searches for “local” and “business” grew by an astounding 80% last year[3] as communities earnestly sought reconnection in