Either option is ok
No such thing as purpose branding. You either have it in your business or not. And either option is totally ok. You can have a business led by purpose or not. And either option is totally ok. Just have this in mind: if you do lead your business with purpose, purpose is the thing that drives and aligns all decisions and actions. Building a brand rests on your customers, not you. And it’s an effect, not a cause.
No fucking way!
“No fucking way!” That’s what you want to hear from your customers. As in: “No fucking way! That’s really what we wanted all along. After trying with other options, how is it you got it SO fast?! That’s amazing.” You get to that by delighting them. And asking the right questions. And —while having a broad range of understanding— with a deep knowledge of what you’re really good at. And willing to understand. To listen to get it, not to reply. And pushing them back on their thinking. And…
Embrace
Try everything. Even if you think it’s gonna suck. Because that’s the thing that can open paths to new ideas, from your own perspective, your own experiences, your own life. And as Chad Smith says: “And at the end of the day it’ll end up sounding like us (red hot chili peppers) anyways.” That’s authenticity. Not the crap you’re being sold to by the bros. 🙂 “The opposite of a great idea is another great idea.” And it’s one that triggers new ideas.
Are you the expert?
Do your customers just ask you for what they need and you tell them “Yes, here are some options for you to choose from”? Or do you guide them through the process so that they can make an informed decision? Or do you even tell them “No, sorry. I don’t do that / provide that / work like that”?
Customers are idiots
“Not my customers. They’re fucking brilliant.You’re fucking brilliant.And I respect you.” Noel Gallagher Here’s the thing Customers are not always right. They’ll always be right on what they want (as the outcome). They’ll most likely be wrong in what they need, or on what they want as the solution. You’re the expert. You show them the door to a better place. You lead them through moving forward to not stay the same. Focus on that “1%”. 🙂
Misleading your customers is good for you
When you work in music, movies, or art. When you delight your audience with the unexpected. When you prepare them to expect the unexpected. Not in business, though. You don’t want your customers to be misled. You want to surprise them, yeah; yet with an idea they’re part of. There, you lead them. And that’s how you delight them. PS.- If you want some fun misleading and are into the MCU (Marvel), do watch Deadpool. Great misleading (and tons of swearing, just FYI).
Shall we?
Wanna play a game? Same situation. You need to make an important decision on your business. A game-changer. And you approach 2 advisors —could be a lawyer, a consultant, an accountant, a fractional CMO/CFO/COO… up to you. Both will get you to the same information to make your decision. Adv 1’s response: Let me look into it, do some research. It might be around 5 weeks.I’m estimating 60 hours at $80 per hour. Approx total: $ 4800 Adv 2’s response: That?I can tell you right away. The price…
Same situation, 2 advisors
In yesterday’s daily the message kind of didn’t get through the intended way. I’m sorry. There were a few readers’ responses that made me realize that. Thank you. 🙂 Hopefully, this time it will be clearer. Imagine this. You need to make an important decision on your business. A game-changer. One that has the potential to change the way you’re perceived in the market you serve. You approach 2 advisors (Will and Joe). Your budget is 10K. In the future of this (imaginary) scenario, both of them…
Nobody move!
Play it safe. You’re not chased by a T-Rex. Not now —and certainly not once you get to innovate and bring great, new things to the market you serve. However, that’s how many businesses, orgs and entrepreneurs behave once they reach a certain point. Because now that you’re there, you’ve got much to lose. Just think of this: What if you get much more to win?
Money is not a problem.
“Money is not a problem.” In a negotiation in behalf of a client, I asked my client:”Please give me the prices (at full) for these 2 programs your customer wants to buy. Money is not a problem. They have as a minimum 24K euros.” The answer? “Here. This is the price —but you can offer it for less.” The “less” price? 16K The fear of “losing” the opportunity made them leave money on the table. Despite having the extra approved budget. Of course, now comes the ethical question: “Isn’t this…