The Simple Answer To The Question – What do you do?
We tend to focus on external factors when it comes to determining whether our business is doing well or not, and this is why it’s easy to take internal factors for granted. One of those things is how we represent ourselves to the outside world; how we define who we are and what we stand for.
Not An Existential Crisis, Just a Communication Makeover
Nope, we aren’t trying to trap you in an existential bubble and ask you to find yourself in the depths of your soul while shaman chants send you in a trance. We’re just simply asking you how you answer the question “Who are you?” from a business perspective.
When Bollywood star Shah Rukh Khan was asked to describe his career in one phrase, he said he sells dreams. While any other movie star would have chosen to talk about the craft or the importance of using the film medium to communicate a social message, King Khan so effectively answered this question with an unforgettable response that really added more spark to his existence – there’s a good takeaway here.
Add Spark To Your Existence
Let’s take an example. Say you’re a barber. When someone asks you who you are, you can always say, “I’m a barber”. That’s a fact. But does that stand a chance against an answer like this – “I make people feel their best by helping them look their best.” – amazing how powerful words can be if they’re used properly, right?
Now, when it comes to answering this question from a business perspective, it’s important to understand that your business is not just what it does, but it is THE SOLUTION. In other words, if we were to address your business in second person, we’d say “You are a solution”. By this logic, a spa should define itself not merely as a source of professional wellness services but as an enhancer of one’s mental and physical well-being.
Don’t Reveal It All
Another good way to answer the question “Who are you?” is to add a slight element of mystery without sounding absurd. Here’s a better way to understand this – don’t tell ‘them’ exactly what you do; tell them exactly how they’ll feel if you come into their lives; that’ll leave them hooked. Read up on all the big brands and how they’ve communicated in the past; it’s the ones who’ve learned how to bring some soul to their words that have been able to find a place in people’s hearts and minds.
