To run a sustainable business requires motivation. The best way to motivate yourself is to create a close connection between your life philosophy (what gets you up in the morning), and what you are trying to achieve from a business perspective. A topic that David explores in more depth this week.
In some cases, this is difficult to do directly, in which case your business motivation may be a “means to an end”. Success in your business dealings allows you to further your wider life objectives. But the ideal is to ensure that your life objectives and your business objectives are aligned. It is this scenario that I would like to explore in this post.
The idea of marrying your philosophy for life with your business objectives is something we explored recently when we looked at Simon Sinek’s “The power of why“. Here he explores the idea that using the reason you do what you do as part of your marketing message can be very powerful.
Now, I want to dig deeper into this approach. How to build your philosophical ideas into your marketing, without preaching. The key is to use actions rather than just words to deliver your message.
The truth is…..?
It is said that the words “The truth is” are often followed by a statement that probably isn’t the whole truth.
In the same way, telling customers that your offering is:
- Great Value
- High Quality
- The Best…
May not ring true. Clients should be able to see it for themselves in the product/service and their dealings with your organisation.
Your philosophy should be communicated by what you do, not what you say. In other words, you should be telling people how you can add value for them. Let them make up their own mind if you offer good value, quality etc.
When looking at brands in the past, I have always highlighted the importance of demonstrating your brand values in everything that you do, and in every interaction you have with clients, not just in your marketing communication.
This is just as true when considering your philosophy. Demonstrating your thinking and what drives you in everything you do and in every interaction you have with your market is a far more powerful way of communicating your values than trying to talk people into agreement. If you have to give chapter and verse, then that’s preaching and people will switch off. To be effective, your philosophy should be clear from your actions.
If your product is high quality, then everything you do, and all interactions with your market should be equally high quality. If your philosophy is to go the extra mile, to make sure you deliver for your clients, then this thinking should be central to all you do and say.
Nothing is new
This idea is not new. Back in the 12th century, Francis of Assisi is quoted as saying “Preach the Gospel, if necessary use words”. In fact, this is a paraphrase. His actual words were
“It is no use walking anywhere to preach unless our walking is our preaching.”
A sound approach when looking to communicate your philosophy and your brand. It is one that certainly worked for St Francis!