Be the lighthouse.

Don’t try to change people’s minds.

It’s irritating and futile.

Instead, focus on making your why so clear and bright that it shines like a beacon in the foggy marketplace.

Be the lighthouse, not a searchlight.

The products or services that you offer serve as proof of your why. So does the way you do business.

Your features, qualities, and attributes will matter to people or they won’t.

Don’t try to convince people that they do, or that they are right.

It’s not a debate about better or worse, it’s a discussion about different needs.

Persuasion, manipulation, and rationalization can create desire or motivate a sale. But, they don't inspire loyalty.

And if your goal is to build a strong brand, you must also build loyalty.

The cause represented by the brand or product inspires loyalty.

You can uncover your why using a useful technique called the benefit game.

First, you write down what your company does and ask yourself what’s the benefit of that. Write down your answer and then ask what’s the benefit of that. You continue this pattern as many times as you can.

Here’s an example of how the benefit game would play out with a coffee company.

• Proposed purpose: We sell high-quality coffee from small, sustainable farmers.

• What is the benefit of that?

• We help people enjoy a great-tasting and guilt-free cup of coffee.

• What is the benefit of that?

• It reduces the exploitation of labor and unsustainable growing practices.

• What is the benefit of that?

• It creates a better quality of life for people, communities, and ecosystems.

• What is the benefit of that?

• It reduces harm to life on Earth.

• Purpose: Provide a life-sustaining morning ritual.

Now that’s something you can work with.

Give this a try, and let me know how it goes.

What’s next: If you're ready to explore your business's uniqueness and discover tailored, effective branding strategies, let's connect. Schedule a free 60-minute consultation call.