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703: Essential Tools For Your Journey

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One-off purchases, monthly subscriptions, we all have them…

But which are the truly essential tools for your journey?

Let’s use an airplane metaphor to unpack what matters most:

Comfy seats are nice to have. This is what many people spend a lot of their time thinking about; where on the plane they’re sitting, what meal they’ll be served, and how much leg room they’ll have. This is your company car, your wristwatch, your fancy suit. Many strive to achieve these things, despite being the least important facet of this metaphor.

Wings and engines are for survival. You won’t maintain altitude without them. Without fuel you won’t stay in the sky, but you’ll at least have a chance of gliding down to safety. This is your product, your craft tools, your ops. Without these, you’re dead – yet so many spend so much more time dreaming of comfy seats.

Fuel is for getting where you want to go. You have the things that keep you in the sky. Marketing and advertising, training and learning, product development. Do you have enough fuel in the tank to definitely get you where you want to go, or did you pump less so you could have a nicer seat?

The cargo is the point. You’re taking something to somewhere for someone, aren’t you? Without this, what’s the airplane ride even for? If you’re on a mission to solve problems for people who really need it, this needs as much enthusiasm as the integrity of the vehicle and the gas in the tank. Do you remember – and remind your peers daily – why you’re in the air?

Is the goal to get the cargo where it needs to go – to accomplish the mission you set out to achieve – or is the goal to have comfy seats in the sky?

Remember why you’re making the trip. It’ll help ensure you get there, and in one piece.


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My blog is dedicated to sharing ideas, insights and challenges that will help you create and sell what matters for the betterment of your cause.

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946: The Design For The Job

If we design something so cool and simple that nobody can use it because the intended audience uses it so often that options are buried frustratingly deep – instead of letting them learn faster ways of doing things – is it really all that cool? Products for editing complex video, for instance, should give videographers power, not coolness.
Sometimes simple is better than power.

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945: The Way Tools Feel

It’s why you use the computer you do. Or the phone you have. Or the car you drive, or the brand of shoes you wear. Few of those things were bought purely for functionality and price.
What do you value? How can you reveal that in your work, so that those like you can find you and buy as an expression of their shared belief?

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943: Better Than Passion

By exploring and refining craft, we often experience more passion for that craft as we progress. Passion isn’t the point, though: craftsmanship is the point.
Instead of “Do work you’re passionate about”, we should become advocates of “Refine your craft and try new things” – the results could be more fulfilling than you know.

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941: Avoid Opinion Neutrality

People don’t just buy your products. They buy why they exist. They buy as an expression of a shared belief.
If you’re opinion neutral, there’s no reason to buy beyond the need for an essential, marginalized commodity.
Are you opinion neutral? How can you be a little more yourself, for the benefit of your work and for those you wish to serve?

You are creating what matters.

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

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

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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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