I mentioned in a previous post that the first (and most important) phase of The Gifted Marketing Formula is the Dream and Planning phase, called THE DREAMLAB APPROACH™.
In this phase you will define two dreams: your Purpose, which will be the core of your strategy; and your Dream Client, which is an archetype of the client most likely to share your dream, pay the most, refer the most, and have the best relationship with you.
I Have A Dream…
To succeed in the new Purpose Economy, and be able to dominate the battle for your prospect’s hearts AND minds, the first and most important strategy will be to define your company’s Purpose, or “Dream”.
A typical business will have a mission statement, and/or vision statement. I want you to start thinking in terms of a creating a Dream Statement for your business.
One of the most famous speeches of all time was Martin Luther King Jr.’s “I Have a Dream” speech, presented on August 28, 1963, in which he called for an end to racism in the United States.
Dr. King didn’t say mission, or vision, or strategy, or plan. He had a Dream.
Why Do You Do?
A properly articulated Dream Statement will answer my favourite question, “Why do you do?”
Go to any boring cocktail party or networking event, and the most common question asked is “What do you do?”
If I asked you “What do you do?”, you probably have a generic response. If I ask, “Why do you do it?”, it’s more likely that you couldn’t answer as easily or quickly – you would probably have to stop and think for a few seconds (or minutes).
Designing your business strategy around the answer to my Why Do You Do? question will be the key to breakthrough innovations, effective decision-making, attracting better clients AND staff, as well as differentiating your business from the competition (along with higher prices and profit margins).
Over the next few days I’m going to share a series of strategies that will help you define, design, and share your Dream Statement.
In a short while, you will have an incredible answer to the question, “Why do you do?”
If you enjoyed this article, we would love your comments and questions!