When you start a business you are going to spend an awful amount of time trying to make it work, so you better do something that you really love. As Mark Zuckerber said; “You decided you want to start a company, but you don’t know what you are passionate about yet … you need to do stuff you’re passionate about. The companies that work are the ones that people really care about and have a vision for the world so do something you like.”
When we start something that we care about and we put at the centre of our business it is a lot more likely that people will understand who we are. It really helps to get more people on board and help our business grow.
Modern marketing talks about experience, meaning and belonging but before delighting our customers with an amazing experience we need to know who we are and why we do what we do. If your team, the sales guy, or the barista doesn’t understand the story of your business, how they can communicate it to your customers?
Clarity comes first. Choose what you want to bring, what change are you committed, make it clear for yourself first. Then act on it later. Use it to make internal decisions, hire your team, decide on new product and design a marketing strategy.
Don’t waste your time and money on taglines. Put your purpose and vision first at the core, and that will then inspire you to do the rest.