Branding for Sales: Attention and Loyalty

Finding Your WHY!

Listen to the attached audio first.

For today’s learning I’ll start by asking:

What is the ONE reason why you want to serve with your skills, business or level of expertise?

Some motivations (your why) could span from the need to experience a change towards better standard of living, address religious beliefs/conflicts, attainment of family or societal status, experiencing a sense of belonging, contribution or love.

Traditionally, the problem you saw and wanted to solve, could be the reason you started out, took action or decided to venture into your level of expertise. So lets help you get a stronger sense of that. Something powerful enough to cut through ICE. Just Follow me >>>

You can use Simon Sinek’s approach in the first chapter of his book (see previous chapter attachment),

But I use Gary Vaynerchuk’s approach of what do you want to see happen in the world

Or what do you want to make happen in the world if you had a super power

Or what’s your definition of a perfect world (country, business, niche or industry you want to serve)

Remember world can be anything – an area you strongly desire a change in. And by adding a bit of a structure to that, you get a deeper sense of what your why really is.

So pick an area you want to see a change and tell us what that change is.

You can use these words:

I imagine a world where….

Or

I believe in a world where…

Remember world is contextual. An area you care about where you strongly want to see change happen. So contextualize it, write it out and share with a friend. It will help reinforce the power of your why.

Lets see a quick example together:

Example 1:

Say a lady named Sarah who’s world is in health and nutrition; the change she wants to see is more healthy organic food (no steroids or toxics), but allows people to experience radical transformation in their bodies.

Her more structured why would look like:

I imagine a health and nutrition world where healthy organic food is the order of the day, yet allows people to experience radical transformation in their bodies.

Another version might be (removing health and nutrition) – will make it much precise yet opening you up to new realities and opportunities. So lets see how it looks:

I imagine a world where healthy organic food is the order of the day, yet allows people to experience radical transformation in their bodies.

Lets take it deeper yet much more clearer:

I imagine a world where healthy organic food allows people to experience radical transformation in their bodies.

There is no end. You keep writing till its simple and clear enough. Doesn’t have to make sense to another person. If you believe it, then its possible. Our world is already running with seemingly dumb ideas and there are a lot of them. In which huge investors told them “NO” and are regretting till date. So let no one despise your youth or the youthful stage of your business – that it’s meaningless. Coz in the end, it will tell only of you seek for a city without walls.

Often, like Steve Jobs who reduced his to two words that was so clear enough that even the Janitor understands who they were, what the stood for and the impact they want to have in the world.

Everything was summed into two words – Think Differently!

Even their campaign was now called Think differently campaign. Today it’s one of the world’s most performing campaign ever in history. That is the power of why my friends.

So like Sarah you can have: Health Transformation (her two words pitch).

And that is a more powerful why than you can ever imagine summed in just two words. Sharing that – “We are about health transformation (You deserve better health)”.

Truth is when you define this, irrespective of what you do, you’ll only see it as a tool or pathway to helping you achieve that.

Like I said, its a really practical class. So take time and answer it for yourself.

Try downloading and filling this worksheet… It will help you in the fore discussed topic. Secondly, it will act as a more tangible document that you can always carry with you on this journey.

Like I said feel free to share with a friend, it will help you reaffirm your mission as to why you chose to serve

My friends, I can’t tell you how this has helped me. Even the most successful people and companies we admire are built from a cause to live above and beyond themselves.

Go ahead, fill the worksheets and let me know if you have any questions, feel free to ask and I’ll do my best to help.

Finding Your Why Expressions!

Listen to the audio first

When I say the purest form of expression, what I mean is what is that thing that you find so easy doing better than any other person, that people have often praised you for and pointed out in you (that you are good at).

What special abilities do you have, that people have pointed that you are good at.

Because what they see is excellence in skill but underneath that expression is a strong threading of both how and why.

The why is the gut belief when expressing the talent, the how is the talent.

Talent? Yes! It is the only tool by which you’ll use to make happen your why. Everything you need is already inside you. Now the form will change in-terms of evolutionary stages of your skill as we go through this episode and life itself but this is the core and what you need to impact the world is already in you. So give it expression, backed up with your why or the change to want to see happen in the world.

We will channel that into a fine powder and the most amazing masterpiece the world has ever seen.

Now, the how is always in regards to what you do (eg. Singing) and the why – the gut feeling or reason you seek to communicate when expressing your talent.

Or again you can see your why as The power state you seek to put people in when expressing your how.

For me when I was in entertainment, I sought to bring people to peace with themselves that challenges were inevitable but success was guaranteed; so live.

So, my why then would be to advocate or promote blissful success (through songs).

And then my mission transcends generations yet unborn. If you see, successful companies play infinite game and are still relevant till date irrespective of the product. And they know the can’t achieve it alone and so through their customers or partners, their voice becomes louder.

Often it can express itself in irritation if people try to see otherwise. That’s your why! and the talent is your how.

?

So Lets start!

What special abilities are you good at? list skills.

Coz they happen to be the best communicators to your why – you’ll see how that works out in the next module. Where we will use this to build a business.

Some of you, your eyes will pop open and you’d be like: “wow! I never believed I could monetize this”.

Of course that’s why you are in this program. That beyond just doing what everyone else is doing, you are living your passion and doing it from a place of purpose than income. That will give you more edge and that’s building the brand we talked about.

My friends this is a deep lesson. So try following through. You’ll be glad, you did.

At this stage, you’ll list your abilities or skill sets, to see which best expresses your why, list your passion, or subjects of interest. This will be a great help too in identifying your purest form of expression.

So list your abilities, interest or skills. Example are listed below so you can identify and fill into your worksheet

• Teaching
  Mentoring
  Training
  Writing
  Acting
  Drawing
  Designing
  Tailoring
  Speaking
  Consulting
  Manufacturing (mention product)
  Hand crafting
  Decorations
  Leather Art/works
  Comedy
  Advocacy
  Building teams
  Sports
  Fashion
  Accounting Services
  Story Telling
  Selling
  Singing
  Journaling
  Travel Talk
  Automobiles
  Space Science
  Voice Artist
  Documentary

The list is endless…

Just capture skills you are good at, and lets see in the next module.

You can have more than two forms of expression. It shouldn’t be one. Its always more. Mine was like 10. It doesn’t have to be that exhaustive. Just stick with the most important. 3-5

Now on our next module we will see how we can unlock a world of business around that…

Until then see you in the next module… Cheers!

For some of you who’s currently doing some from of business, something you’re already passionate about, you can include that. The idea is when you add that with your Why, it unlocks a new world of power for you.

Remember, your perfect world doesn’t have to make sense to everyone. Might not make even sense at first or seem possible. But if its a perfect world you imagine, then it does add up being on the edge to make it a reality.

Also it might not necessarily come to pass in your lifetime, but you would have unlocked a world of possibilities that doesn’t just start with you but extends to generations to come.

It will inform people, tools and paths you choose. That’s the power of a why. Its what people attribute the word brand to (in the form of what’s your core belief or impact you want to have). And that’s what we try to teach in this program. Building a Brand

Today’s worksheet. Download and fill it. It is to help you find the best from of expression for your why.

Simply put:
To help you build formidable brand/business the world is yet to see.

Chapter Summary

Listen to the audio first

This is a summary of the learning so far, just go through it and let me know the areas you need help finding or best structuring your how and why for you and your organization

As you go through this section summary… I’ve tried using literal words to explain it more like a personal manuscript, I want you to go through it… Try contextializing what we’ve done so far. And see how best you can put it to use. Because at the end of the module and afterwards our main focus is to move up the ladder and build an actual business on the stand point of purpose rather than another source of income. In as much as I’m trying to provide value, your feedback matters. So I’ll get you some videos to summarize at least understanding examples of WHY that has turn out to reshape culture.

Finding your why is the most powerful thing ever and will determine the results you get on the path you choose.

Here’s an example from Steve Jobs video… Watch and listen to how he talks about who they are, what the believe and the change they want to see happen in the world.

My biggest guess is that everyone here will go on to build not just a business but a business that believes in a future bigger than themselves

A few additional resource

Video 1: See Attached Link

Video 2: See Attached Link

Here he clearly states what apple believes… You can watch the video to get the story of where we are going… and the timestamp where Steve state apple’s believe is 6:31

Go through it. Embrace this and you’ll be amazed at the results you’ll get.

Its not my teaching all I’m doing is bringing to life principles that have worked and hope it helps make the change you desire

Cheers my friends… See you in the next module