I just watched one of the last episodes of Friday Night Lights. I believe it’s one of the best shows on TV. But I’m in the minority. While the show was showered with critical acclaims, it never found an audience. The show deserved 10 seasons but it ended after 5.

A few days ago, I discovered that one of my favorite, local restaurants has closed down. A coffee shop that was an oasis in downtown LA is closing its doors. One of the best movies I’ve seen in a long time might never find a big audience.

We’re tempted to keep good experiences to ourselves

The coffeeshop might not feel that cozy anymore, people might think you’re fool liking a TV show about a high school football team in Texas. Even worse, there are so many “influencers” that shill products and services all day long, not being 100% transparent and truthful.

Not sharing a great experience has a price: Suddenly your beloved show is gone and the coffee doesn’t taste that great 2 blocks down the street.

Brands need to give people tools.

There are some fans that will write about your business on various platforms: Yelp, IMDB, Facebook, Twitter. And there are fans that will start campaigns/sites to promote your work. This is extremely rare.

People might love your brand but they have 1,000 other things to do. They don’t want to spend too much time writing reviews and sharing their experience.

That’s why you have to make it easy for them. You have to give them multiple opportunities to share the experience with others. Have a laptop in your coffeeshop just connected to Facebook/Twitter and let people communicate their delight. Sure, Friday Night Lights site has a “Share” and “Like” button but it feels like a check box not a thoughtful strategy.

Give them tools that feel enjoyable, are not pre-populated with shilly sentences (“I just watched Friday Night Lights. I love this show!”) and don’t annoy the Social Graph. It’s not that hard.

People are responsible to promote their likes and dislikes.

When something delights you, it’s your responsibility to share it with others. Make sure they can get the same experience. If a book changed your life, you better tell others. If a meal amazed you, communicate it to the world. You’re responsible for the quality of products and services. You reward the good stuff. It drives companies to be better, to deliver consistent good product.

And complain about the bad stuff. Spread the word, make them accountable and force them to change. Make sure to keep a balance. I see a lot of bitching in the social feeds, often about things that are part of doing business: “My flight is delayed by 20 minutes.”

It’s your responsibility. Take it seriously. Or your “Friday Night Lights” will be gone soon.