Imagine a World.....
Updated: Apr 13
What is the crux of what you do?
What is the story of your business? What is the passion? What are the values? Who buys from someone like you?
People are interested in your story, values, passions and reasons you exist. A list of data or features or even benefits of your product/service adds little value. You have competitors selling the same thing. Everyone claims they "care" the most, offer the most "value", "customer service", "quality", "pricing" etc. etc.
Your story is the only way to totally stand out from the crowd. Your story helps people justify purchasing from you.
All purchases are based on emotion first and then justified rationally afterword. So how do you develop your emotional narrative about you and your business? Start asking yourself some questions.
Thanks to Josh Levs for these outstanding thoughts.
What did you enjoy as a kid? What did you do for fun? What gave you ongoing joy?
How did your educational path develop? Why the courses you chose? What classes did you actually love? How did you chose your school, or masters program or no school at all?
Of all the options in the world how did you decide on launching this business? What are the core values your business embodies? What is the corporate culture all about? What is your passion for the business? What do your customers (Tribe) look like?
As Seth Godin says, developing a minimal viable customer base is the key. You don't sell to everyone, you sell to someone. Your customer will resonate with your story and hopefully become your advocate as the relationship matures.
Your brand is not what you say it is. Your value as a business is not what you decide it is. Both of those decisions are made by your clients. Your brand is set by how your customers feel in their bones about you.
Establishing that "gut feel" is your number one priority as a business. Storytelling is the best vehicle to move that process forward. Don't tell them, show them who you are as a person and as a business.
People respond to passion. They like knowing that a business is run by people who care deeply about an issue that matters, eve if that particular issue isn't generally on their radar.
Explore your journey. Think about your motivations, passions and values and how they came to be represented in your business.
Start with "Imagine a world" and then fill in the statement when it comes to you and your business.
For example: Imagine a world where every time you buy a pair of shoes from us we donate a pair to underprivileged children. This is Toms shoes and this is their vision statement:
“the responsibility of providing for the comfort of children in impoverished regions worldwide.”
This vision and their donations has grown Toms Shoes into a global powerhouse in a category of products that could not be more generic or competitive. Their shoes are not incredibly unique or incredibly designed. They do not stand out in any way. What does stand out is their story, vision, passion and ethos.
Do not go another day without working on your story and getting it out to your present and future clients.
What do you think his story is?