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688: Taxis, Busses And Chauffeurs

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Every business is one of these three things. Which is yours?

The bus says, “We’re all going over here.” It leads to a singular destination and you lead yourself to the decision of whether or not it’s best for you. That destination may or may not be what is best for you, you decide. If you think it is, you get to join the journey with the others. If not enough people want to go there, it goes there less often.

The taxi says, “Where would you like to go?” It doesn’t lead to any destination in particular, you do all the leading. You pay for someone to do the driving. It doesn’t matter to the taxi where you go; if it knows how to get there, it’ll get you there.

The chauffeur says, “This is where you specifically need to go next, and I’m going to take the best path to get you there.” It leads you forward based on your unique vision for your destination. It knows whether your decisions are wise or ill-advised, and finds the best path to get you to where you want to go.

All businesses do one of these things. None of the answers are wrong, but which you choose has profound implications on the way you will do business, the opportunities available to you, who you’ll attract as customers or clients, and what kind of experience and result you can produce for those people.

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972: Meet Mort

Following this voice doesn’t necessarily help people solve their problems; he’d argue that selling untested information that may or may not help the recipient is just a reality of business.
Mort’s all about Mort, and how Mort can get ahead. Don’t be like Mort.

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970: Clever Marketing, Dumb Product

Bad products, on the other hand, need all manner of smooth moves to peddle toward unsuspecting victims. Either because the product is bad, or because the product designer spent no time learning what those it’s designed for actually need. Oh wait, that makes it a bad product, too!
Connection converts.

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969: Need to Learn Basis

That saves you from the wasted hours or evenings “researching” things that don’t impact the week. Or “preparing” for things you don’t yet need to prepare for.
It focuses you on moving the tasks at hand, making progress every day toward the goals we’ve set that matter.
Isn’t that what the learning was for in the first place?

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968: Draw It For Me

Your product development. What does it look like? When our team worked on defining narrative structures to help brands connect with their audiences, the work wasn’t done until it could be drawn, simply and plainly.
Your vision for the future of your work. What does it look like?

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967: The Gift of Pursuit

Sales and marketing should include the gift of pursuit. Not harassment and stalker-tracking and wearing people down…but don’t throw the baby out with the bath water here: the gift of pursuit is a noble pursuit and a wonderful gift.

You are creating what matters.

How can we help you sell it better and make more impact?

Built For Impact

BuiltForImpact Websites

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BuiltForImpact is a focused one-page online distillation of your message with a concentrated focus on ethical, effective sales.

Marketing Isn't About You

Marketing Isn't About You

by Adam Fairhead

Our latest book to help you understand the two things that matters if you sell things that matter. Get 3 chapters free:

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Sharing our journey to discover how to create & quantify the most impactful, long-lasting websites in the world.