From my experience developing brands of all types, sizes, and scopes, I learned that land is not just a resource; it is culture, tradition, and collective memory. It is a unique element capable of creating an environment where hands that have worked for generations coexist to keep their identity alive. But this also raises several rather difficult questions: Where is the balance? Is it in the price or in the value? In the volume or in the energy that each one contributes?
I have noticed that if there is no conscious collaboration, the wealth of the land can easily become fragmented. When each individual only pursues their own piece, looking out for their personal interests, the opportunity for the fruits to grow abundantly for all is lost. In my metaphor, an investor is the farmer who carries the seed of knowledge and capital. For it to flourish, the land on which it will be planted must first be prepared. A slow and tedious process, but essential for the plants that will be placed there. All projects require this type of care, equally slow and tedious, but at the same time equally important. And yes, even a young project requires patience, consistency, and solid habits.
Watering the plants, weeding the soil, and ensuring sunlight are all examples of constant care, similar to the dialogue and active presence that a project needs to develop. The land and the farmer must work together to achieve the desired outcome, benefiting each other. The land is constantly cared for, maintaining its fertility thanks to the farmer's ongoing attention. The farmer, in turn, reaps the rewards of caring for the land in the form of sweet fruits, nutritious vegetables, or beautiful flowers and leaves growing in their fields.
Similarly, it is not uncommon to find cases where different companies from all over the world invest in their society and community. From housing projects and cultural centers to supporting school networks. Just as the farmer takes care of the land to harvest quality fruits, companies that take care of their community can enjoy reaping rewards in the form of active and loyal customers. Of course, it is not always necessary for a farmer to intervene to obtain fruits from the land, as nature provides all kinds of wild fruits scattered across our planet's terrain. However, these wild fruits are far from possessing the characteristics and advantages of those that were born from a plant that was nurtured and cared for by a responsible farmer.
All of the above leads us to the concept of Flywheel. The Flywheel, or flywheel in Spanish, is a mechanical part that has nothing to do with marketing. However, a concept popularized by HubSpot envisions the flywheel as a business model based on a company's growth stemming from customer satisfaction. HubSpot explains that just as a flywheel conserves energy through angular momentum, a business can propel itself using the momentum generated by good customer service.
Ethics, respect for the customer and their interests, as well as a company's social work are factors that can drive the former through customer satisfaction. A good reputation encourages customers to spread a brand, consciously or unconsciously, and that is the flywheel effect, the harvest of a fruit after having sown and cared for it, like a farmer with plants in their field.