Entrepreneurs who are fortunate to partner with Venture Capital and Private Equity firms must identify the Gifts of their current and future staff to rapidly grow their companies to supersede ROI expectations.
Do you know the Gifts required to improve human performance and potential to swiftly grow your company? Engage Milestone’s former Fortune 500 executives, entrepreneurial leaders, human resource professionals and psychologists to Supercharge Your Company Today!
Assume Your Market is People Like You, Then Fail
Martin Zwilling
Face reality. As an entrepreneur, you should assume none of your customers is like you, yet I find that most entrepreneurs assume just the opposite. Customers don’t have your technical base, the passion, and interest in your solution. In fact, even if they did, they couldn’t find you in the clutter. An underrated portion of every startup effort must be about communication and marketing.
By habit, people market to customers like themselves, because they know what they like and need. The challenge is attracting customers not like you, since that isn’t so intuitive. Kelly McDonald, who runs a top ad agency, takes on this challenge in “How to Market to People Not Like You.†Her focus is on companies facing change, which of course includes every startup. Here are my key recommendations from her book:
Get out of your marketing “comfort zone.†Go beyond the “spray and pray†approach to marketing (spray your message out there as widely as possible and pray it sticks). A better approach today is “narrowcasting†– learning as much as possible about your target audience, and communicating to them frequently, richly, and relevantly.
Get to know the customer you’re not getting, but should be. Don’t guess, or let your own biases be your guide. Go online and read everything you can about the group you want to target. Attend events, meetings, and gatherings of your potential customer observe and talk to attendees. Don’t forget to ask them what they want and need.
Tweak your product or service offerings. This process alone communicates validation that you are actively reaching out. It says “I see you, I value you, and I want you.†People will pay a premium for what want, so you need to accurately tune and relate your offering to their values, needs, and wants.
Make sales and customer service friendly. Little things make a big difference, so you need to tune your operational readiness and support to these new customer segments. Maybe your shopping bags need handles, or your employee attire needs adjusting. Don’t forget showing respect for other cultures, values, languages, and priorities.
Are You Using Your Gift At Work?
Explanatory Trailer:
Each year it is estimated that US corporations lose an estimated $350 Billion due to low productivity of actively dis-engaged workers. To help people and corporations solve this problem, The Milestone Brand (TMB) co-founders, Darrayl & Derrick Miles have authored Superhuman Performance, a two-part book series emphasizing Utilizing Your Gifts to Perform at Extraordinary Levels.
In this series, the Miles brothers called on their friends who many regard as some of the world’s most powerful leaders and influential personalities to partner with them to “Transform Organizations and the Lives of Millions of People around the World.â€
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