I was introduced to the concept of precessional business models by Roger Hamilton, who several years ago was writing about the ideas of Buckminster Fuller. The idea struck a chord and has stuck with me ever since. A precessional effect is one in which an outcome occurs as the side effect of an objective. Contrast this with processional, in which the objective and outcome are the same.

The now famous example of a precessional effect is the bee that seeks nectar and inadvertently pollinates flowers, producing large amounts of agricultural products for us. This kind of pollination is a side effect, in that the bee is not deliberately trying to pollinate plants, it happens “by accident”.

A precessional business model then, is one that has an objective where money is made as a side effect. Most business models are processional – you build widgets, sell widgets, and make a profit. I believe that the strongest benefit of a precessional business model is that it reduces the risk of business failure and increases the odds of profitability.

So you might be wondering.. “what does this have to do with social media optimization?” Well. a few things..

Precessional Networking

We all have things we want in business. More clients, more money, a better job, etc.. Using social media exclusively for your own goals and objectives can backfire. Like the financial advisor at a networking event who’s determined to sign you up for a “free consultation”. Or the job hunter who only talks about their job search and nothing else. It’s often best to use social media and networking for fun and let the business benefits take care of themselves as a side effect.

Precessional Products

Similarly, oftentimes the best services are those that don’t directly seek money. Think of our favorite social media tools – Facebook, Google, Twitter – not only are they free, but it’s not always obvious how they make money at all. Their primary objective is to create an enjoyable and useful experience, making money is secondary. And yet, very few companies are as well positioned as they are to make billions. When you make people happy and add value, money is a side effect. Do you take this approach when making products? Or are you like most people – fixated on creating profitable products.

Building a Precessional Model

So hopefully I’ve made the case that having a precessional business model is a good idea. And I hope we’re closer to being able to easily build a precessional model. Build a business that benefits others. Build a business for fun. Build a business that’s in alignment with who you are and your life’s purpose.  There will always be positive side effects.  How many times do we see business people chasing the latest money-making/saving scheme, only to be left worse off? How many times do we see companies nickel and dime customers, only to be perceived negatively and abandoned?

Make money a side effect and you’ll be better off. Build real relationships with real people and find out how great the side effects can be.

Tell us about your precessional business model!