Why clarity about that question is crucial to running a successful business … 

Read more thoughts on the art of communicating week-daily at https://michaelgerharz.com/blog

Mentioned in this episode:

My new book is out now

You’ve got a bold vision and a strategy to achieve it! But why does your company seem to be standing still? Why is the gap between what strategy promises and what it delivers so vast and disheartening? And what to do about it? Find out in my new book “The PATH to Strategic Impact”: https://geni.us/the-path

New book

Welcome back to “Irresistible Communication”.

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Two minutes, twice a week.

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No nonsense advice on

leadership communication.

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What do you want to be known for?

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You won't believe how many

businesses don't have a compelling

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answer to that simple question.

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And yet, every action they

take contributes to their fame.

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Every product they release, every

keynote their CEO gives, every post they

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publish, every sales presentation they

make, every call to customer support,

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every mail, proposal, conversation.

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If these actions are inconsistent,

the story of that business

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will be fuzzy at best.

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That's where marketing comes in.

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Huge budgets are allocated

to create a public image.

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Agencies come up with something

that sounds good and looks good.

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But more often than not, that image

doesn't match what customers experience

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when they reach out, use the product or

are otherwise exposed to the business.

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What do you want to be known for?

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If you don't decide someone else will.

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The biggest lever to own what

the public thinks of you is to

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find clarity about that yourself.

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Uncover three basic questions.

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First, what you're incredibly good at.

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Second, what you're passionate about.

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And third, what makes you a profit?

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Based on those answers define

what you want to be known for.

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And the shorter you can make

that answer the better for

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your comunication it will be.

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And then light the path

for the whole team.

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When the path is lit brightly, and ideally

it aligns to what the team aspires to,

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you can trust them to do the right thing.

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Their actions will be

aligned with the path.

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And so, every action anyone in

your business takes contributes to

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becoming known for the right thing.

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Keep lighting the path and

share this with a friend.