In this video, recall the three most important things to do first—one, understand your key POD; two, create noticing power by developing a signature for this POD; and three, infuse this signature with newness to develop staying power.
- So, if you can only remember one thing out of all this, it's this. If I was to ask three of your clients, your customers, your consumers what's your signature? What would they say? One, would they say the same thing, or would they say three different things? If they say three different things, you've got a challenge, okay? Let's assume they say the same thing. Is what they say meaningful and differentiated, or is it a platitude that any of your competitors could also claim? So your goal is to create a signature that really stands out, that has great noticing power, that then, whatever you stand out for is highly relevant and it's timelessly relevant, it's something that's relevant yesterday, today and tomorrow, and then your job is, once you have that great signature, is to make sure that people know you for it, and remember you for it and as many of those people that are relevant to you, and important to you, know you for that signature, so the goal is, create a great signature.