It doesn’t matter what area you are in.
Always think about what my competitors haven’t done yet, how I as a business can improve my product and branding.
How am I different from them?
One of the big mistakes of most businesses is that they copy from people of their own rank, rather than trying to understand how the biggest companies work and operate.
Think big, think creatively, get out of the box.
We like to give Sam Hard example.
A wedding photographer from the United States who always finds a way to create, change and do something they haven’t done yet.
Not sure he’s the best photographer in the world, but every time he does something different from his competitors.
That is the biggest difficulty.
One of the techniques he did in photography:
The Golden Circle
The Golden Circle is an innovative concept presented by Simon Sinek in his TED Talk “Start with Why”. It’s super inspiring and challenges the status quo at its core for identifying your purpose for what you want to do in business, and in life.
The thesis of Simon’s “Start with Why” is his discovery of The Golden Circle. There are three parts of The Golden Circle: Why, How, and What.
In his TED Talk, Simon suggests, “very few organizations know why they do what they do. And by why I don’t mean to make a profit: that’s a result…I mean what’s your purpose?” Very few B2B professionals can answer this question: why does your organization exist?
Some B2B companies know how they have achieved success for their customers. Some may have written a value proposition, looked at sales data, and have a few keen insights into how they can deliver their offering to the best-fit customers or sales opportunities.
Every B2B company knows what they do. They know what their mission is, the product or service they’re offering, and what they charge their customers to do business. The “what” is what most companies live and die by.
And these questions apply directly to the B2B buyer’s journey and extends into the overall customer experience. The way B2B organizations traditionally have interacted with prospects follows the same path.
This means marketing teams start with explaining to prospects what their company does, how they do it, and maybe (if they’re lucky) the prospect sticks around long enough for the salesperson to have an actual conversation.
There’s clearly something wrong with that model, which is why B2B marketing teams have to start with why by putting the customer first.
For B2B companies, the conversation with prospects must begin with why the business exists. It’s about finding those best-fit prospects who care about the same things. Then marketers can support salespeople as they begin to have those conversations about how they might be able to solve a pain point or need the prospect is experiencing, finally presenting what the solution is in the form of a company’s product or service.
Your product is you
In summary, sometimes we don’t understand why others’ products sell and ours don’t.
Or how they succeed doing what we want.
Or why it doesn’t work for us, or why it doesn’t feel like it works.
The answer lies deep within us, in the self-image and the way we present and transmit who we are to the business world.
We do sell photography and productions services!
But above all, we believe in the connection, we believe in innovation and creativity –
and that’s where it matters.
Our service may seem like it only provides products like websites or logos, but we are actually helping create your business, which is the biggest and most important thing about HappyDays.
We provide a collaboration environment that is priceless.