Again – What are you really selling? Are you selling marketing or architectural designs or is it something more. Think about the most memorable things you’ve done, be it an amusement park, a great restaurant, a cruise, etc. Was it the ride you remember or the experience.
What is it that your clients are actually purchasing from you. What is the experience they are seeking to have with you or your business? Is it your intelligence, your ability to lead, is it the time and attention you give them or is it something else.
This is a most important piece of information that you need to get from your clients, your peers, your employees and other stakeholders. Your clients and former clients will probably give you the most objective and insightful responses. Give those responses the most weight, but don’t throw out the responses from other participants.
Once you learn what this, exploit it. Learn more about it. Develop it. Identify ways to convey this message to your target market. Think, for a moment, about Disney Land…the Magic Kingdom. They position themselves as an organization