Know Your Why – knowing why you do what you do is one step further from knowing what you do. Your why is what will connect and drive you to really making a difference. It’s also what will be attractive to your ideal customers, partner and advocates. The days of just making or delivering something are long gone; even a widget maker has to differentiate themselves. Learn more about knowing your why and how it’s what great leaders do to inspire
Know Your What – what do you actually create and deliver for your customers – specifically. Can you articulate it so that people get it immediately? If you sell cups and saucers people know what they are, what they’re for and how they can use them. When you offer something a bit more niche or intangible you need to be able to clearly articulate what it is you offer, how it can be used, consumed or engaged with and what benefit and result your customers will get. Confusion is a barrier to people buying or engaging.
Know Your Unique Point of Value – I’m not a fan of the phrase unique selling point because that puts the focus on you. In my opinion your focus should be on your customer. What value does your product or service offer to your customer? Why should they buy from or engage with you as opposed to anyone else? How does what you offer or do create a fabulous buying experience, backed up by a quality user experience before during and after any purchase?
“The ability to engage with customers one-on-one, particularly after purchase, is vital to long-term business success. Doing this adds value, generates revenue and–most importantly–builds customer loyalty.” Fast Company Building Brands in the Post Digital Age
Know What You Personally Stand – Not only is it important for you to know your organisational why, it’s vital that you know what you stand for personally. What is your purpose on this planet, what drives, motivates and inspires you to do what you do? What are you committed to beyond earning a living? What values do you live by? As the saying goes people buy from people. People also look to create relationships with people they trust, respect and like and who they feel they connect with. The strength of your relationships is what will make you successful long term.
Know How To Communicate and Engage with Your Customers and Employees – the push and tell method of marketing, communication and engagement is for many people a complete turn off. I believe we are entering an era of connection, collaboration, co-creation and having a shared sense of community. Social networks are just one example of why this is true.
Your customers and employees want to be and feel a part of your brand and business, they want to feel listened to, they want to contribute and your job is to enable that to happen. This means loosening control, letting go of “your way” and allowing innovation in the channels for communication, how people contribute and fully embracing engagement at all levels. Leadership can come from anywhere and your job is to keep your eyes, ears and heart open to see and sense what is really going on.
If you think you are simply running a business or doing a job you are missing out on making a real difference, a real impact and you are not living up to the title of entrepreneurial leader.
So what will you do differently?
Please share this with your friends and leave a comment with your thoughts. Connection and sharing help create better relationships so please start here.