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A decade ago, Simon Sinek popularized the idea of marketing your products based on a powerful story. And that story starts with WHY.
- Why your company does what it does.
- Why you created this product in the first place.
- Why your product will make the customer’s life so much better.
That last one sounds a lot like expounding on your product’s benefits, right? But traditionally, “benefits” stop soon after the purchase, quite short term. Instead, we’re talking about a much deeper transformation for customers, something they may even struggle to articulate.
And that’s only the last step in telling your story to customers.
I was working with others on the ICF-CO Fall Conference, where someone remarked, “You know, Fearless Leadership [the conference theme] isn’t about fear!”
So what IS it about? Well, here’s the answer …
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