In business, every provider wants the same thing: more users, more clients, and more growth. On paper, it seems simple: reach out, sell, deliver, repeat. But in practice, it rarely works that cleanly.
The diagram above (apologies for quality) shows what is known as the direct outreach equilibrium. When providers try to find users or clients on their own, they often gain them at the same rate they lose them. For every new connection made, another one fades away. It becomes a constant cycle of +1 and -1 effort in, effort out with little long term growth.
This is where the third party or middle man becomes essential. The middle man bridges the gap between the provider and the client, creating stability in what is otherwise a constantly shifting balance.
Rather than chasing clients directly and risking that ongoing cycle of gain and loss, providers can partner with a third party who specialises in outreach someone whose entire focus is finding and securing leads, users, or customers. In exchange for a fee, such as payment per lead or per acquisition, the provider gains new clients without the direct risk of losing them at the same rate. This creates +2/-1
Think of it as controlled efficiency. The provider spends a fraction of what they will earn from those clients, but in return, they gain a steady flow of business without draining time and energy on constant outreach.
The middle man’s role is not just about connection; it is about balance. They turn an unpredictable equation into a predictable system transforming a direct outreach equilibrium into a growth cycle.
In short, the third party acts as a stabiliser. They take on the burden of outreach, freeing the provider to focus on what they do best delivering quality service, building relationships, and growing sustainably.
Because in business, sometimes the smartest move is not doing everything yourself, but partnering with the right people to make the results consistent.
Lets get rid of that equilibrium (+1/-1) for true growth (+2/-1)