29. Your own story

29.

Your own story

Why can’t you find success through “copy & paste”? Wouldn’t it be nice to write one story that never stops selling? One recipe or one solution? It may sound pleasant and easy enough, but it won’t work.

What if we all had the same type of customer with the same need? Imagine everyone behaving the same way, valuing the exact same things presented in the same way. Maybe it was more like that in the past but, today, what a boring world it would be! And in that world, the price would be the only way to compete. Can you recognize yourself in this or not? Originality and authenticity would be buried and gone. Luckily, it will never happen. As a service provider, you are all different – at least from a customer’s point of view. If not, you have another problem. They might say you’re all equal, and that you’re the same as everyone else. But that is not true; it’s only an attempt to get a lower price out of you. One of the most important components of your success is to know your own unique values to your own unique customers. When a unique value meets a unique need, a healthy and really profitable business is born. Customers are also different from each other and expect to be treated that way. The world is full of different people, how we look and behave. We are all unique and the more populated the world gets, the more information we want to receive, and the more intense the need of being treated in a unique way gets. Everyone wants it “my way”, and today’s new generation is called the ME-generation for a reason. This trend will continue to grow and is very usable when it’s time to make your own story. You should make your own story for your own customers. You are exclusive and rare to them and their unique demand. It’s a great thing and it will create a good value for both of you. To understand

and accept that people and customers are unique makes a big difference. I think about this every morning, that all people, every employee and every customer, have the same value, intellect, sense, etc. – but all of us in a different way. There are plenty of interesting books on this subject, studies have been conducted in trying to define people into categories and profiles. An example is the IPU (Institute of Personal Development) that has the so-called DISC-system known as the Red, Yellow, Green, and Blue system. In these color-profiles, you see (D) Dominant = Red - has features that are targeted, willing, and determined. (I) Influence = Yellow - has characteristics that are outward going, social, and influential. (S) Stable = Green - has features that are calm, loyal, and thoughtful. (C) Conformity = Blue - has characteristics that are accurate, cooperative, and analytical. If you want to read more about this, a good book to start with is “Surrounded by idiots” by Thomas Eriksson. To make your own story, you must believe and find trust both regarding your company and your future. Do your homework, conduct research, and then create your own base. Then, make your own story for you and your own unique customers and they will appreciate it and follow your lead into the future. C D S I

This concludes the 4th part of this book and matters concerning HOW to do this transformation. Convinced or not, if you find any gaps up to now, fill them in by either reading parts of the book again or by asking us or other questions that can give you positive energy and confidence when you’re now standing on the famous “doorstep”. Take a big breath, as it’s time to execute part 5, the last - but not least important - part.