It’s about articulating and sharpening your customer proposition so that you are differentiated and the right choice for the right people.
Too many firms focus on ‘what we do’. Their communications and sales pitch is ‘about us’.
That needs to turn on its head. It needs to be ‘about you’ – the people we are trying to engage.
Our key questions enable a clear focus on this.
The foundation of our work is three simple questions.
- Who – exactly are we trying to reach with our story?
- Why – will they care? What’s their agenda?
- How – do we do what we do?
Interestingly, what we do is often the least interesting part of the equation.
Skilled and challenging questioning based on these three issues will begin to provide us with the answers we need to create a successful customer focused narrative.