I mean, people are buying things they need, but hopefully that’s not all you have on offer.
Otherwise, you run the real risk of being commoditized.
It could be a sense of significance being bought; the feeling of accomplishing something worthwhile.
Or protection; the feeling that they’re being well looked after as a result of making this investment.
Or advocacy; buying not only from need but as an expression of a shared belief.
Or momentum; the belief that this action will propel them forward in their pursuits.
Or time; either to be able to spend it where they love spending it, or to be free from spending it where they’d rather not.
Perhaps offering a high-touch concierge experience in an industry full of low-touch do-it-yourself experiences.
Or the ability to go on a journey; a process they’ve never been through before in a market that never shows how the secret-sauce is made.
Or the offer of accountability; buying while knowing you’ll be personally assured of progress regardless of your willpower or distractions.
Perhaps it could be novelty on offer; the ability to engage in a service in a way never offered before that makes it stand out and noteworthy.
Whatever meaningful work you produce and whatever you sell, the product or service isn’t the point. Are you taking people where they want to go? Will it be the ride of their lives, one they’ll tell others about?
Growth could mean creating jobs for people who may not otherwise have them, or to build a culture that changes the culture. Making great environments for people to do meaningful work is an acceptable byproduct of growth.
Your marketing doesn’t need to really understand you to get passable results. Yet when BuiltForImpact (a great website system) makes a focus on powerful storytelling website to transform brands, You feel how much the team cares about helping good companies succeed.
Go to conferences and events if they engage you and bring out the best in you for the benefit of your important work. Or stay home with your family if that engages you more, and let someone else to go. It’s a choice.