Being a poster child for mediocrity I’ve been through the mire of wonderment in the face of building a business.
Put simply, from one week to the next I err, procrastinate, ruminate and mollify myself. It’s a cycle of churn, a circle of unavoidable musings and denial.
I just don’t truly get what I want to do. And so I keep on doing the stuff that rarely leads anywhere, but offers a temporary sense of success.
I guess that’s why I love helping people but rarely take the time to help myself. Does that resonate with you?
Back to the title of this post. A case for your business.
One of my friends just asked me how to convert the three services forming her venture (yeah – she’s got it sorted. I’m just hoping this assertive objective mindset starts rubbing off on me, sometime) into a genuinely appetising, no-way-could-I-refuse, proposition for her prospective clients.
So as I do, I offered her a recipe to suit the need. And I think it might help you, too.
Sometimes when you run your own business you’re too close to the bark to know you’re in a jungle. And that jungle is the reason you entered this crazy world of business, right? I mean, who can resist the call of the monkey as he chases with his never-ending tail and swings between the banyan trees.
We talk about creating success stories to sell our vision. To show how great it would be for customers to take us up on our incredible products and services.
So I told Jess to start looking at the stories of success that would be created through people working with her to create incredible businesses.
- Figure out the intersection of your passion and your product.
- Create a fictional customer
- Write the story of how your product of which you’re so passionate about, can change and revolutionise the working practices, growth and operation of your example customer. Be as lucid and colourful as you can. Emotions sell. So really go to town on helping your customer – both example, and real – visualise exactly how you can make their business dreams come true.
Essentially, create a fictional case study of how this fictional customer interacted with your organisation to develop a rock-solid future growth strategy for theirs.
Envision. Create. Believe in your own universe. That’s what Tony Hsieh taught me, and he built Link Exchange and architected Zappos. I don’t imagine he gets it wrong. And neither will you, if you choose to buy a copy of Delivering Happiness, his ode to making business lovely.
What’s your case study?
Picture by onkel_wart.