How many times have you sought ways of telling a compelling story about your business? How many hours have you spent thinking about how to craft an inspiring story that reflects your “why”? How many times have you changed your website trying to reflect what sets you apart?
In this equation of trying to communicate who we are, we tend to forget that the people we’re seeking to serve have their own stories, their own “why”, their own dreams about what sets them apart.
The best strategy starts with two questions: What is it? and Who this is for?
Connection leads to conversion, but never the other way around.