BUILD A FAST GROWING BUSINESS
A fast growing business can tell you what they do and why they do it and get you excited about it, in just a few words. The “what” is the simpler thing to share. The “why” is the more difficult and more important. Try to use less than 25 words when sharing your “WHY”.
The why of a business creates a strong sense of purpose; it is associated with doing something good, and action is the result. Small business owners should be going to work every day to create something much more meaningful than a job for themselves.
Some charitable organizations have a great following and have both the support of their business community as well as the community itself. What is their main attraction? They are doing good and that good is something that people can relate to. I can think of many organizations that reach out especially during the Thanksgiving and Christmas Seasons; their outreach is responded to by many because it is doing good.
Take a look at your target market, what “good” are you doing for them? What makes you different than any other service provider? Is the “why” you are doing this a passion that stands out when you speak to your customers? Is it in all your marketing material?
Don’t rely on your mission or vision statement to answer the “WHY”. I challenge each of you to write down your mission and vision statements on a piece of paper without looking at them. In the majority of times that I have asked this question very few, if any, have every been able to write down these two statements.
Your “WHY” also serves another purpose. First, it is not meant to be everything to everybody. Your statement also can serve as a screening device. Those who don’t want to listen or walk away are not your ideal customers. Those who say “tell me more” are the ones that can become lifetime customers.
Always lead with your passion; that is what is going to keep you on a fast track as well as on the right track. I believe that a business owner should focus on just one thing to grow their business, and every day they should check their “WHY” and make sure that every action is directed towards the fulfillment of that WHY.
Always lead with your passion; that is what is going to keep you on a fast track as well as on the right track.
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