Real value exists in impact

When we think of a strategy, we are often thinking about our ability to gain market share.

But do we really think enough about why a strategy is important to the person on the other end of the equation, the customer?

Many of us do, but only from the point of view of what we think is important.

Unfortunately, no one cares what we think.

They only care about what is important to them.

This is why our focus in our strategy needs to revolve around how our offering creates the maximum impact for our clients.

Over the years, I’ve used the branding “The Revenue Architect” as a symbol of my ability to drive revenue results for my clients.

But over the past few months, I’ve begun to realize that even as strong of a brand as that is, a better brand would really focus on the impact that these revenues have or the impact that the change in strategies has for clients.

Using me as an example:

• I can point to growing revenues for a nonprofit $125,000+ in a quarter. But the impact was that they doubled their annual revenue from the previous year in one quarter.
• I can clearly show that I helped a major consumer brand penetrate 36 new markets, reach over a million new potential customers, and delivered millions of dollars in new revenue that came from places that didn’t previously use the product. Or, I can say that we drove growth of over 600% through this experiential campaign because we were able to get them in front of the buyers from Costco.

This shouldn’t be an infomercial for me, but what I wanted to illustrate is that the revenue is important, but the impact is even more dramatic.

The question I have for all of you is what do you do that creates radically different results for your clients?

Impact is the king.

All hail the king.