Don't Just Own The Water. Own The Pipe.

In case you haven't heard, Oprah Winfrey will host the final episode of the Oprah Winfrey Show sometime in 2011 when her contract with CBS Corp. (which syndicates her show) expires. At that time, she will turn her attention to a 50-50 joint venture, announced last year, with Discovery Communications called, "OWN: The Oprah Winfrey Network." Oprah's ability to draw sponsors could have resulted in a lucrative renegotiation of her CBS contract. She could have played network against network for the best deals. But no. After 25 years, Oprah has won the right to own not only the water, but also the pipe. And that is the very essence of power where your brand is concerned.
Your product is like water in a pipe. You can produce it until the cows come home, but if you can't channel it to the people who need it, then you end up with too much water and not enough drinkers. But when you own the pipe through which you channel your water directly to the drinkers, you are in the driver's seat and the sky is the limit.

In times past, as a small and independent business owner, you've had little access to the pipes, the traditional media outlets who commanded the attention of your target customers. Publicists are expensive and you don't have your own personal relationships with editorial staffers.

Today, with the decrease in the number of traditional newspapers and magazines, and the increase in the number of available pipes, you no longer have to wait on a traditional magazine or newspaper to spread your ideas!

Today, just like Ms. Winfrey, you can own the products you make; you can own the services you offer, you can own the brand that goes with them and you can also own the pipes that share them all with the world!

You can own the products, the services, the brand and the pipes.

Unlike Oprah, you will probably never have an audience of 70 million people. On the other hand, you don't need that.

All you need is great products and/or services and the pipes that reach your target audience. Your blog, your FaceBook page, your Twitter page and any others you'd like to add. With careful attention and focus, you can start with one pipe just like Oprah did 25 years ago in Chicago when her show first aired. You can then expand from there.

By creating focused media outlets of your own, and targeting them squarely at the people who are interested in you and what you do, you won't need 70 million people to be successful. You won't even even need 1 million people. All you'll need is pipes, which you own, and the ability to use those pipes to share your message with the world.

Proportionately speaking, Oprah has nothing that you don't have. She's using the same technology you can use, if you put your mind to it. That's what The Media Is You is all about! Empowering you to not only own the water, but also the pipe!

I hope to see you at one of my workshops in Atlanta, Chicago, San Francisco or New York! Let's create some pipes together!

Question: What pipes are you using to channel your message to the world?