Mo asks Ron Tite: What’s your big idea on how the audience can grow their book of business, grow their career, and grow their relationships?
- The first thing is to stop gaming the system and stop looking for shortcuts to business development.
- You need two things: a consistent brand narrative to sell the things you have and to be entrepreneurial so you can create the resources that people need.
- Business development is bound by purpose, defined by actions, and adopted by other people by how you communicate it.
- Your purpose has to go beyond the thing that you sell that speaks to your brand belief. If you can’t articulate that, that’s where you need to start.
- You will be defined by the actions you take to fulfill and live up to your purpose, it’s not by the things you say.
- Those first two are not enough though. You can be living in your purpose authentically, but you still need other people to adopt your purpose as well if you want something to grow.
- Even in a retail setting, you can still act in an advisory or consultative role. REI is a good example of a company that embodies that principle as they have a purpose that is strategically aligned to where they make their money. They inspire, inform, and equip people with the proper tools to have a greater enjoyment of the outdoors. Your purpose should align with what you sell.
- REI also communicates its purpose in a way that conveys trust and authority, without sounding too corporate and separated from what the customers really care about.
- Your brand narrative flows consistently out of those three foundational ideas and is composed of these five things: What’s going on in the world through your lens? What problem does that create? What do you believe about that problem? How do you solve that problem? Why should someone believe you?
- This set of questions establishes your brand narrative and gets people’s heads nodding. It’s not about selling, it’s about framing the conversation around where you add the most value.
Mentioned in this Episode: