Many stories I hear from startups and entrepreneurs alike involve highlighting the features and lineaments of their business.
Attributes that can easily be copied and pasted into another business.
They open up earlier. Stay open later. Have lower prices. The buttons are bigger.
They’re selling their story short by focusing on being different in terms of variables that competitors can copy if they wanted to. It’s what ol’ Zig would call a race to the bottom.
Somewhere along the line the entrepreneurs got so focused on the details and being an inch better than their competitors that it’s all they focus on. As a result, they forget to sell what got them in business in the first place: passion.
The butcher who opens at 4 a.m. and uses a state-of-the-art system isn’t that appealing, is it?
A butcher who opens at 4 a.m. because the temperature at that time activates the most number of nutrients in the meat before being frozen in place shows passion in delivering the richest meats, doesn’t it?
Interestingly, the more you focus on the passion for your business, the easier it is to come up with features that are relevant, different and matter in conversation.
Stay Positive & Sell Your Passion, Always
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