An organization might seek to ‘connect to’ its customers or constituents. Connection is a form of permission, the ability to deliver value to the people who request it. Vertical connection creates the ability to communicate and delivers a barrier to entry. Most online stores are connected to their customers. Most freelancers seek to connect to their clients. Most teachers work to connect to their students.

That’s different, though, than ‘connect’. When you connect your customers or your audience or your students, you’re the matchmaker, building horizontal relationships, person to person. This is what makes a tribe. People caring about people. Side by side, multiplying exponentially.

Organizations are afraid of connecting. They are afraid of losing control, of handing over power, of walking into a territory where they don’t always get to decide what’s going to happen next. When your customers like each other more than they like you, things can become challenging.

Of course, connecting is where the real emotions and change and impact happen.