Free Clarity Therapy on Wednesday – here’s your chance!

So – I’ve got a little spare time on my hands this Wednesday (June 27). And I’m in the mood to give something away – which happens to be my favorite work. Clarity Therapy.

To one lucky person, I’m going to give a 90-120 minute Clarity Therapy session, via video Skype, on Wed morning or afternoon (Eastern time).

Here’s the deal:

1. You are a solo consultant, solopreneur or a micro-business (3 people or fewer).

2. You’re not afraid of blunt honesty (this means you’re willing to spill the M&Ms!)

3. You can tell me why you need Clarity Therapy in one sentence, 15 words or less, sent to my e-mail address (steve at connectionagent dot com) before 1 pm ET Tuesday, June 26th.

That’s it! I’ll pick one winner and we’ll do some DNA discovery and message makeover.

Go!

Re-Imagination

I was totally impressed yesterday afternoon at the Apple store when replacing a damaged iPhone with a new one.

I’ve been through the experience several times over the years to upgrade to new models, and each time, it’s abundantly clear that Apple is continuing to re-make the retail experience.

An associate greeted us at the front entrance. Plugged a couple minimum bits of information into the (very slick and well-designed) software on his iPhone, and managed the entire transaction from the palm of his hand. All nearly instantaneous, digital, mobile, seamless.

I even signed the receipt with my finger on his iPhone screen.

The thing is, this is Apple’s secret sauce. They re-imagine an existing experience, then build the new approach.

The software interface. The publishing process. The portable music experience. The on-line method of buying digital assets. The phone. The tablet. Distributed app development. And on and on.

Re-imagination is not enough to create a business – you also need superb execution. But without re-imagination, you’re left with incremental improvements or marginal efficiency gains as a business model.

Perhaps we need to train our next generation of business people to continually ask two questions:

Why this?

And why not that?

Ha! This post by Dan Pallotta just showed up in my tweetstream, published yesterday at Harvard Business Review on-line. Talk about mind-meld!!

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How’s your message? Hire Steve Woodruff for Clarity Therapy!

Recent posts on Connection Agent:

>> The Top 5 Ways to Define Yourself – NOT!

>> The Ultimate Competitive Advantage

Top 5 Ways to Define Yourself – NOT!

Companies and consultants can be remarkably good at vague and unfocused market positioning. Here are five recommended statement-types to help you get a head start on becoming a forgettable commodity:

5. “We are an enterprise-level solutions provider helping customers align their business processes with strategic goals.”

- Ahh, the old high-brow business-speak fog machine. In other words, you charge big companies big money to do something undefined that sounds impressive. But since the snake oil is delivered via a Powerpoint deck (with flowcharts!), that apparently means you leverage industry-wide best practices.

4. “A globally-responsible business partner.”

- And exactly what does this mean, tangibly speaking? And, while we’re at it, how does it affect my bottom line? Maybe you have a recycling bin in the cafeteria and use new-fangled light bulbs, but no WIIFM = no big deal.

3. “Before hanging out my own shingle, I moved from junior associate to VP of my division more quickly than anyone before me.”

- Great yearbook fodder, but that helps me how? The world is full of ambitious ladder-climbers. Enough about you…what about me?

2. “We help you with your marketing, communications, marketing communications, digital media, social media, sales, sales training, train reservations, dinner reservations, recruiting, and global commodities investing.”

- Oh, you’ll work for food. Great niche! Sigh….

1. “Our people are our greatest asset, and it shows in our J.D. Power award-winning customer service scores for the last 3 centuries. We mean business!”

- I’m sorry – what do you do?

You’ve got only a few seconds to make a lasting impression, and to stick in the minds of your customers. People will put you in a bucket, and it is up to you to define that bucket and make it memorable.

You might be exactly what they need – but if you’re shooting low-quality arrows randomly into the air, you’re not likely to hit the target. You either have a clear offering summed up in some high-impact, well-chosen words – or, you’re background noise. And we certainly don’t need any more of that to distract us!

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Sound like your challenge? Hire Steve Woodruff for Clarity Therapy!

Recent posts on Connection Agent:

>> Seeing 20/20 in 3-D

>> The Ultimate Competitive Advantage

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