Seeds are many-to-many campaigns; they're based on word of mouth and relationships. Some companies, like Dropbox, Box, and Slack, have been able to take off by creating products that spread like wildfire through word of mouth. But for most companies, seeds will mostly come through systematizing how you ensure your customers stay happy and get value from your service, and who then generate more referrals and lower attrition rates.
All the great work you do to help others succeed, while building relationships and networks, is “planting seeds”—whether they're with employees, partners, investors, or customers.
It's getting what you want by helping them get what they want. In so doing, you can succeed and feel good at the same time. The results look like this:
Seeds in many ways are the best type of lead, but they aren't perfect.