What are you selling?
In a presentation by #Mark Bouris today, he re-enforced my strong belief that creating a business around your purpose is more important that your product.
He talked about acquiring the taste of coffee and tea – bitter on the tongue but sweet on the provoking memories of nurturing brought about by a warm drink. Therefore coffee shops sell comfort not coffee.
What does #McDonalds sell? No, not burgers! To me McDonalds sells security. Whenever you go to a McDonalds anywhere in the world you know you will get the same offering – and not just from a product perspective. Sure you will get beer in Germany and chilli sauce in Asia but basically you know what to expect under the golden arches – the same product, price, place, promotion, personality. Secure, safe.
In thinking about your purpose, consider these questions:
- What problem do you solve for your customers?
- How do you make your customers feel?
- What emotions are provoked by your interaction / sales transaction?
- What can they achieve with your product /service?
- What need are you fulfilling?
If you have a business purpose it is easier to motivate staff internally and promote your business and products externally.
How would you describe what you sell?