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I peruse more articles per day than I can count in my efforts to remain on the cutting edge of strategy, social network management and online marketing. Recently, I found that one common, underlying theme to so many of these "tips and tricks," as they're often packaged, was actually a part of human nature; the perpetual assessment of "why."
The question of "why" isn't necessarily out of greed or selfishness, it's our brains' natural way of making choices - professional, personal, purchasing decisions - they all entail even a subconscious inquiry of purpose. Why should your prospective customer buy from you? Answer that question and you have your branding. What makes you special? There's your competitive differentiation. While easily summed up in such concise sentences, the tactics to manifest this value take strategy, experience, training and continued dedication.
Before passing judgement, remember again that this is a natural, human cognitive function that came from the days of self-preservation and survival… "Why should I choose this mate?" Today, that extends to "Should I take this job? Should I keep this job?" CEOs and Presidents are not the only individuals running cost/benefit analyses in their minds constantly… and they shouldn't be. A well-oiled, smoothly-running machine in any realm is based on ROI, even if it never came down to dollars.
Do you have an employee with tremendous potential and loyalty, worth their weight in gold? Are you letting them know that or are you leaving them to speculate more and more each day why they invest so much for so little in return? Did you have a customer who didn't have a great experience? Did you make it clear beyond a reasonable doubt why they should return to give you another chance? If you didn't, that's your credibility and reputation management walking away... because if you're not, someone else is - and the next question to follow "why" is "how."
My promise to deliver cutting edge, strategically-beneficial insights throughout the new year is why you should stay tuned for my next blog… but for today, quite literally, consider the possibility of how much more of your world you can understand - from the sales floor to your living room floor - by imagining each person's "why." Turning a blind eye can be more costly than you ever imagined; opening your eyes can make you a leader with an unwavering rally of support, from your family to your business's Facebook page.
Tell me, why did you read this blog, and why was it helpful (or unhelpful) to you??
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