When working with my clients to define and refine their brand messaging, we often run into a scary moment when they must get incredibly clear about what they are offering and who the are offering it to. While this may seem like a simple feat, it generally is not. Really this kind of clarity requires quite a bit of deep self exploration and courage. Common questions that come up: "What about the one man who has purchased my services?," "But, I don't want to exclude the other 6 skills that I have from my offerings," "What if I offend someone?" But something really powerful happens when you become clear about the value you are offering and to whom. These people start to listen (and buy your products).
Sometimes this feels like a leap of faith, but it works. Scottish explorer William Hutchinson Murray writes in his book The Scottish Himalayan Expedition:
"Until one is committed, there is hesitancy, the chance to draw back, always ineffectiveness. Concerning all acts of initiative (and creation), there is one elementary truth, the ignorance of which kills countless ideas and splendid plans: that the moment one definitely commits oneself, then Providence moves too. All sorts of things occur to help one that would never otherwise have occurred. A whole stream of events issues from the decision, raising in one's favour all manner of unforeseen incidents and meetings and material assistance, which no man could have dreamt would have come his way."
Not convinced? Think about other tangible life commitments that instigate growth:
- Signing a contract. When you sign a contract for a new job, you set off on a new journey of growth.
- Getting married. Once you are married, your relationship has space to become deeper and you get the opportunity to experience things as you never have before.
- Buying a house. Once you make a commitment to own, you get to make major renovations, decorate to your liking and buy forever furniture.
- Goal setting. There is nothing like setting a goal, writing it down and doing everything in your power to achieve it.