The CEO and co-founder of Butterfly Effect, Elfred Samba, calls for a long-term vision that balances speed and impact quality, moving away from abstract theories when building digital communities and promoting brands in a human-centric way. During his session titled 'Focus on developing digital communities instead of chasing reach numbers', as part of the fourth 'Billion Followers' summit, Samba based his presentation on the 'butterfly effect' concept. This concept briefly means that a small change at some point can lead, over time, to big and unexpected results. He believes that many entrepreneurs and companies fall into the trap of waiting for the perfect moment or the complete solution before taking action, while experience proves that the first steps, even if their impact seems limited, are what open the door to learning, adaptation, and development. Samba focused on the role of individuals within any system, pointing out that change does not only come from the top but can start with one person, one idea, or a limited-scope initiative. Regarding technology and digital platforms, Samba clarified that the real challenge is not just in innovating tools, but in how to use them to create sustainable human and social value. Technology is not an end in itself, but a means that can amplify positive or negative impact depending on the intention and application method. Hence comes 'the importance of being aware of the small decisions made daily when developing any product or service'.
