“A man who becomes conscious of the responsibility he bears toward a human being who affectionately waits for him, or to an unfinished work, will never be able to throw away his life. He knows the "why" for his existence, and will be able to bear almost any "how".”
~ Victor E. Frankl, Man's Search for Meaning
When I talk to fellow business women and men, I inevitably discover that behind the business of selling their products or services, there’s a deep need to be of service. There will always be a story and a number of crossroads that they come to, before they arrive at where they are now.
And amidst the busyness of striving for that proverbial pot of gold…that success that as business people, is our ultimate trophy, we forget the stories that led us to where we are right now. We think that what we’ve created in our products and services and what we offer is all that our customers want to be satisfied. And on the surface, that holds truth.
But if all we offer are those products and services that are the same that others are offering, what will make our customers choose us? Why would we think that if we’re doing things in the same way that everyone else is, our customers will flock to our shores? What reason do they have? If we really want to stand out from the crowd, we have to do things differently.
As Seth Godin says…
”The Key to Success is to find a way to stand out. To be the Purple Cow in a field of monochrome Holsteins.”
To work out what it is that we do differently, it’s important to return to that ‘why’. You know…that place where you started. The reason you got into this business in the first place, and the journeys you encountered along the way. That purpose to which you felt drawn to. There was a reason for that. And if you connect in with that, it will help you clarify that purpose. Maybe a challenge, obstacle or circumstances that you overcame and you realised that others needed help, and in a way that only you felt you could.
And if you find the why…your purpose, then it’s a matter of finding the right story that fits alongside what your customers want. It’s then a matter of getting that message out into the world in a way that your competitors aren’t, in order to create your unique positioning.