Ask these questions to understand the spirit of your business and establish it in timeless marketing.
One of the biggest challenges for start-ups and startups is to overcome an idea that you do not need to consider signing immediately. The fact is that you have been building your brand since birth and from the beginning you are asking people to support you. Many startups fail to reach their potential because they do not take the time to fully understand and communicate the important meaning of their product. At Motto, we see many startups putting all their effort into developing their product, but waiting a long time to start thinking about it as a product. They skip the most important part of building a product – the foundation of strategy and structure.
Product development is twofold: strategy and design. After working with hundreds of entrepreneurs, I find that emerging skeptics who skip the strategic development and jump into construction are in a much worse position than those who go through the right process. Marketing is a process for you – it is important to understand why you are in business rather than making money. If you are going to put your heart and soul into your business, as all big business people do, there should be a deep purpose to lift your sails and move you forward.
When I guide entrepreneurs through the process of setting up their brands, I ask a lot of difficult questions to get to the heart of what their company stands for. Some of the questions are emotionally driven, some are logically driven, but the same thing they share is that they always challenge our clients.
With that in mind, here are five questions you need to answer for every beginner that can lead to the acquisition of One important idea at the heart of their business.
What is your motto?
A motto is a statement of purpose and belief – it serves as a guide and a spirit of reasoning that you develop. I have asked many business people what their motto is and often the answer is “We do not” or “I do not know.” By defining what you believe in, and incorporating those beliefs into a brand motto, it gives you, your team and your customers an inspiring vision to come together. Examples of good slogans include Facebook’s “Quick move and break things,” New York’s “Ever upward” and Harley Davidson’s “Live to Ride, Ride to Live.” Your motto should be the core of your product strategy, decisions, behaviors and messages.
Why is your story important?
The news is encouraging. They are an emotional glue that creates meaningful information between brands and their audience. Stories speak directly to the human condition, our strong emotions and our natural emotions. Ask yourself, what is our story? Does it make sense? Why should one care?
What is your main idea?
If money, time, and energy were not at our disposal, what would you do? Although many people think, “Well, time, money and energy are my barriers,” this type of thinking limits your ability to think critically. By expressing your opinion without restrictions, you are able to capture what you really want and take the necessary steps to further your business in that vision.
What is your growth plan?
All businesses follow a path and that path will no doubt involve various turns, obstacles and re-routes; it is the nature of the business. Lewis Schiff, author of the book “Business Brilliant” gave me some good advice – there is a difference between having a favorite job and having a favorite and growing business model. In his words, “Do what you love, but always pursue money.” You need to know where you are going. Where are you going and how will you get there?
Why will you succeed?
I like this question because it forces entrepreneurs and organizations to consider whether they have the resources to succeed. Do you have an idea? Do you have the necessary discipline to overcome any obstacle? Do you have the conviction or proof that everything you do or say is a true sign of why you are here? Does your audience clearly understand this? If you can answer yes to these questions, then you are in for a shock. You can’t have an opinion without discipline or authenticity – you have to have all three.
