On June 26, 2015 over 50,000 people gathered in Hyde Park to celebrate the 50th anniversary of legendary British rock band The Who.

One by one, band members take the stage. Pete Townshend, the lead guitarist and songwriter, grabs his guitar and approaches the mic.

It’s a sea of faces out the horizon.

Then Pete says, “You are a long way away…”

The audience cheers.

“But we will reach you!”

Hyde Park roars. It’s deafening. And with that, The Who launched into the opening power chords of “I Can’t Explain,” and off they went.

The world is smaller than it used to be, but it’s also much, much bigger.

If you’ve got a message, a cause, a product or service, and you’re trying to communicate with an audience today, you’ve got to find a way to reach them.

But where most people assume the way to reach people is to shout at the top of their lungs on every social media and marketing channel all day, truly influential people and brands have learned that “reaching people” isn’t just about volume. It’s about connection.

That’s how viral videos, blogs, and TEDx talks spread across continents and cultures.

The Who didn’t reach 50,000 people at Hyde Park because they had the loudest speakers (although I’ve been to six Who concerts in my life and they are bloody loud).

They reached the audience by being present. By speaking their language. By recognizing their humanity and showing up with generosity. By summoning all their strength and giving it all to the crowd.

Reaching people is about understanding and humanity.

When Pete said “we will reach you,” he wasn’t merely making a showy statement. He was making a promise.

Among many reasons, it’s why The Who is known as one of the greatest live acts in music history.

That’s what your audience wants from you. Make promises, and keep them.