It is easy for us to start thinking about our businesses in terms of the actions we take, or the features that we feel are important to our target markets.
But the reality is that this is our world view and it often, scratch that, almost never reflects the worldview of the person on the other side of the buying equation.
The key thing we have to always keep in mind as we move forward in our businesses is that our primary job is to create real, measurable, substantial value for the people we serve.
This is not the kind of value that is created by checking boxes and plugging in more features.
Why?
Because in most instances, box checking is a job that anyone can do.
It is low value.
It is repetitive.
And, it doesn’t make anyone glow with excitement when they do business with you.
The challenge for you and your business is to deliver the kind of value that is irrefutable.
Value that is unique and that makes people stand up and share the partnership that you have together.
Real value is transformative.
It makes people’s lives and businesses better.
Think about something truly transformative, like a live concert you share with your partner or your friend.
Or, think about the delight you get when staying at a certain hotel.
The pleasure you gain from your favorite restaurant or bar when they create that unique connection.
Or, go bigger and think about the way your own company delights and creates wonder.
I do a lot of work in sports and each game night is the chance to give someone a once in a lifetime experience because it is something that is never going to happen again.
The same goes for almost anything that happens live.
This plays just as well in the sandbox of professional services where your organization’s unique capabilities make something valuable that can never be created again…
Whatever it is you are working on, remember that value is the goal.