What's the Story?
Seth Godin said "if you can't describe your position in eight words or less, you don't have a position." Tom Peters added to this with R.POV8 - "Remarkable Point of View in 8 words or less." In HEMP, (Highly Effective Marketing Plan), I ask "What's the Story?"
And what is your story? Why should I buy from you rather than someone else? Many people can't answer this question - go on try it if you don't believe me, ask 3 people in your company "why should people buy from us?" and then be shocked by the mumbles, fumbles and generality of reply.
I've delivered almost 500 HEMP workshops and only twice have been asked: "What's your story?" I reply, "we create & deliver FBI's" (FBI's are Fantastic Big Ideas) but now I've refined our message: "we teach, reward and celebrate best practice."
That's our story - what's yours?