From the course: Leading with Purpose
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Identifying your customer
- So if profit is not a purpose, what is? The answer is simple, it's customers. Your purpose is about the impact you want to have on customers, and you can't know your purpose if you don't know your customers. You know, a lot of people are talking about purpose these days, but there are usually two things missing from those conversations: specificity and emotions. An effective purpose provides clarity about the impact you want to have on customers. It's more specific than simply, we want to make a difference. You also want to be aspirational. Why does your work matter, that's the emotional element. It's not enough to say we want to serve everyone. Trying to be all things to all people, you wind up watering yourself down and you're left with nothing unique. My brother is a residential contractor, and he used to say, we'll do all kinds of jobs. Any homeowner out there is our customer. Well guess what, he found himself commoditized and very undifferentiated, he became just another guy…
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