Business leaders for years have been taught to write a mission statement, a values statement , distinctive competence, and their Unique Sales Proposition. Leadership teams are sequestered off to three-day retreats to write these statements only to often return and go right back to practicing what prompted the retreat in the first place…Why? The reason is far too often is the “work” they did at the retreat was all “head work” and lacked “heart work”.
The quickest way to jumpstart sales as well as the morale of your team is to create a “Passion Statement”.
So what is a passion statement? A passion statement is something I help my clients to create that explains;
what problem your product or service solves?
who do we solve it for? Who are our buyer personas?
what emotion does our solving the problem create in our clients?
what emotion does solving our clients problems create for us?
If you study companies who have become market leaders they very seldom set out to build huge profitable companies. In the majority of the cases they saw a problem that someone had and set out passionately to solve that problem. Their focus was not as much a business as it was a quest.
For years we have heard; “fake it until you make it” , unfortunately however you can not fake a passion to serve your clients and your market.Your customers will quickly detect inauthentic commitments to serve.
An authentic passion ( quest) to serve your markets unresolved problems takes your business to another level in the minds and hearts of your market.
Let me give you two examples of companies I have helped. One is a typical stale example without passion often find after interviewing their team and their customers, the other a passion statement we all can rally behind.
“our business’s purpose is to create wealth for our owners and shareholders. We plan to accomplish this by charging the maximum price the market will bear for our product and service and we plan to hold our employees and partners accountable to this objective…” ( don’t worry once the CEO understood this was his teams’ perception ( and his customer’s) of why they were in business we helped them to change this )
Client Name not shared for obvious reasons
“Our passion is to helping consumers with physical disabilities from the waist down experience the rush and freedom that results from riding a motorcycle.We are committed to helping our clients connect to their passion or riding”
Which company would you like to buy from?
Which company would you like to work for?
Which company is “selling” you and which company is “helping you buy”?
If you had to state your company’s passion statement today…is it more about what you want? Or is it about serving an unmet need of your customers? ( by the way, I do not mean the statement written on posters, shared in quarterly meeting …I mean the mission your team ( and your customers) perceive it to be)
Who would you rather compete against… company A or B? Why?
Ok …I hear you CFO’s and bottom line driven CEO’s out their saying …”Ya… but…” so let me assure you that if you study the most profitable market leading companies they have a passion statement.
Still not a believer? In my next post I will share the signs that you need a Passion Statement.