Stop talking about your business it like it's some kind of emotionless "thing" - or people might just start approaching it like one
I was on the phone the other day to this founder of a cyber security system. He was obviously super passionate about it and was solving a big problem but the conversation kind of made me feel like a rabbit in headlights. The product, features, benefits bla bla bla (Techno-babble). I understood (kind of!) what his product was about and what he did but I had no incentive to want to know more about it.
Tech businesses fall into this trap so easily. People understand what they do, they acknowledge it's important but don't want to have anything to do with it 💔
I thought so. And it's bloody frustrating. More so than anything because you know what you have really does have the power to impact so many people, but no one seems to see it.
It's not your fault. That fire in your belly is real - it's not just a hopeless enthusiasm. It's just that the part of our brain in charge of emotions is crap at languages. So naturally we find comfort in talking about the logical parts of our business which is so much easier to articulate.
But here's the thing;
Your business is an amplified version of YOU. Your core values, your drivers, your WHY. The more you can communicate THAT to your audience, the more your TRIBE is going to be inspired by and attracted to your cause. When they feel an emotional connection, that's when your people want to be a part of it.
There are 3 simple questions you need to answer to do this;
1) "What drives me when I'm at my best" (Your WHY & core values). Articulate your WHY and WHAT you do will start to resonate so much more.
2) "If i was to live in line with my WHY every single day, what would be the impact of it on the world?" (Your vision - note that this is not about the benefits to your user, it is about the world you're creating). Paint a clear picture of the future you believe in and the right people will go out of their way to get onboard your "vehicle" to get there
3) What is your founding story? The reason you care so much about solving the problem you solve is because you once had an epiphany that made you realise why this problem specifically is so important. By sharing your founding story with your audience, you're guiding people to have their own epiphany about why it's important.
So you might be saying to yourself right now "Yes, but Alara - I know the answers to this already!"
You may FEEL the answers to them in your gut, but as long as you're not communicating it to your customers & stakeholders - they will continue to see your business as a "thing".
Your business is not just a "thing". So start to translate that fire in your belly into the way you communicate your business and watch as people are magnetised to you.
If you'd like some feedback about this, drop a link to your website below and I'd be happy to talk about where you can improve!
Alara is a WHY discovery coach, NLP practitioner, a Rite of Passage Facilitator and a Yoga/Meditation teacher. She specialises in helping business owners find and articulate their vision.