Spring is in the air, and events are everywhere – which means lots of networking. I’ve been boots-on-the-ground, talking with people who are launching business ideas, or taking their existing company to the next level, and it’s been exciting talking to so many inspired people! I’m hearing lots of great questions, but it also has me thinking, maybe we need to start asking some different ones.
What I’m hearing: What should I sell? I want to branch out on my own, but I don’t know where to get started.
What I’d love to hear: What are my strengths? What are my unique experiences? What am I passionate about?
Both from a marketing and a business perspective – you can come up with tons of viable business ideas, but you need to deliver value and differentiate your brand. Which leads me to…
What I’m hearing: How do I market / sell?
What I’d love to hear: Why am I selling? What is my mission? How do I offer value?
In the words of Simon Sinek, best-selling author, “When we know WHY we do what we do, everything falls into place.” Tactics are important, but your ‘why’ should be your anchor.
Or, looking at it another way, I’m currently reading a book called, Hacking Innovation by Josh Linkner, that outlines how a hacker mindset can be a powerful model (for anyone! not just techies) to crush challenges, foster creativity, and harness what’s possible. One of the five core mindsets outlined in the book is ‘Compasses over Maps’. The idea that what you’re trying to achieve, aka your compass, is more important than how you get there, the map. When you focus on your mission, your ‘Why’, you open the door to solutions and connections you might not have made otherwise.
What I’m hearing: How do I reach more people?
What I’d love to hear: How do I reach the right people?
And maybe consider if who you think are the right people, are actually the right people. When you put out content, or talk about your products and services, who is actually engaging? What are their demographics? For instance, are you trying to fit a younger audience, when an older audience is the one who’s engaging with you? And when you adjust to the audience that’s engaging, does it actually help you reach the audience you thought was relevant after all?
Allison Netzer at BrandThnk.com gave a great example of this just earlier today in reference to banking, but I think it applies more broadly – (paraphrasing) “Younger people don’t want a brand that markets to younger people. They want a brand that sees and serves who they aspire to be.”
Using your ‘Why’ as an anchor, you can still test how you connect with your audience while remaining authentic. And then harness that data to reach the right people, not just the most.
I’m so inspired by all of the passion, creativity and unique ideas I’m hearing. It truly feels like spring has sprung, seeds are being planted, and the community is blossoming. If you’re looking to move your idea, project, or business forward, I’d love to hear about it.