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http://www.growthagenda.com/
"While economic growth is vitally important it is critical to deliver
this in a way that does not elevate pure profit above societal or
environmental value." |
A
story approach supports values-driven marketing – that is, it comes
from your most deeply held values and goes to those same values in your
audience. To be sure, it narrows the playing field. But it also attracts
people, companies, and organizations with whom you can do your best
work, who will derive the most value and benefit from it, and who will
be your best word-of-mouth sales agents.
Story-making happens not through analyzing metrics or following
one-size-fits-all guidelines. It happens through asking qualitative questions about
your specific offering that trigger sensory and emotional responses.
This emotional engagement is what gives story its unique power to access
deeper information, connect you to your generative qualities of passion
and imagination, and activate these same qualities in your audience. A
good story well told ignites new possibilities in everyone.
Here's a list of questions that will guide
you to a values-driven strategy for growing your business. If you take the time to write out this
exercise, you will train your brain to recognize the pieces of your
vision when they show up, so that you can pull them together into a
concrete reality.
In this approach, we start with the happy ending and work backwards.
- What’s your vision of your fully thriving business and yourself as
fully realized in it? Take the time to write down not just a list of
quantitative facts and figures, but a qualitatively based scenario
complete with the elements of setting and atmosphere. For instance,
what’s the dominant personality trait or emotional tone you want your clients or customers
to associate with your business? Where do you do it?
- What does your ideal client look, feel, and sound like? What do they
do when they're not at work? What is their most pressing need? What are
they thinking about constantly, but not necessarily talking about?
- What would a client or customer's perfect experience of your service
look, feel, and sound like? Write it down!
- What about your business gives you the greatest pleasure? See
yourself in that situation. What feeds your passion? In what kind of setting or
environment do you best conduct your business? How do you feel at the end of a successful session or transaction? Get it on paper.
- How will your potential client or customer become aware of your
business? What are the places -- both in cyberspace and in real life --
that you can not just meet but engage meaningfully with them? What do
these places look and sound like? What's their emotional tone? Imagine a conversation with a like-minded person who needs what you have to offer?
- How will potential clients come to trust you as someone who has the
answers they are looking for? What do you have to give them -- from your
experience, your learning, and your network? What do they want to hear
from you?
- What are the obstacles -- the lack of resources, knowledge,
attitudinal or other gaps -- that you need to overcome to grow your
business? Get as clear a picture of these gaps as possible. Write!
- What partnerships, mentors, and support groups do you need to create
for yourself? Again, get a clear picture and be as concrete as
possible. Who has helped you in the past? How? What was the context?
What did you do as a result? What was the outcome?
- And finally we arrive at the beginning: your core values -- the ones that give shape to your character and your life. The ones that you can compromise a little on, but not completely, without selling yourself out and never fulfilling your deeper purpose for being here in the first place. Robin Fisher Roffer, marketing expert and author of The Fearless Fish out of Water: How to Succeed When You're the Only One Like You, lists her three core values as love, safety, and living with integrity. A creative arts therapist names hers as unconditional love, authenticity, creative self-expression, and healing service. What are your core values?
- Link whatever arises from these questions to your present needs. What does a strategy based on your answers look like? Start taking action, easiest first, one step at a time, until you're back to the first step -- the fully realized vision of your business.
"The journey of a thousand miles begins with a single step." --
Lao Tzu
This list is inspired by John Jantsch of Duct Tape Marketing. www.ducttapemarketing.com. I highly recommend his newsletter as a source of new ideas and inspiration.
To read about one business woman who found an inspired business vision in her back story, take a look at my June blog:
"Back to the Future: How to Find a New Vision in Your Back Story."