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The gap between intent and impact
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Hi Reader, There is often a significant gap between what we think we deliver and what our clients actually value. We tend to operate on a comfortable assumption: that we know exactly why our best clients chose us. We assume it is our "innovation," or perhaps a specific feature we worked hard to build. But as I discussed recently with Diana Southall of Atlas Alignment in one of her WNY Growth Club interviews, this assumption is often a blind spot. When we rely on our own internal narrative, we miss the actual drivers of the relationship. We miss the specific Fit, Value, and Impact that actually move the needle for our customers. Diana and I explored how to replace this guesswork with deep insight. We discussed how to move beyond surface-level testimonials to capture the kind of customer stories that actually sharpen your strategy and clarify your ideal client profile. If you are interested in closing the gap between how you sell and why they buy, you can watch the full replay (and the rest of Diana's interviews) here: www.AtlasAlign.com/events Stay rooted and keep building, |
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Hi Reader, I had two conversations yesterday that touched on the exact same point. A lot of companies feel behind because they don't have a massive marketing plan. Funnels, ad buys, SEO. But for most of us, honestly? That's fine. If you don't have a complex strategy, the fix is actually right in front of you: Your current best clients. You don't need a complicated strategy or a massive ad budget if you have a current client explaining exactly how you improved their business. But you can't...
Hi Reader, Testimonial check. Open your CRM. Take a look at your last few clients (or better yet your last few testimonials). Do they check these boxes? 1. They are enthusiastic about giving you a testimonial? ⬜ Yes 2. They look like the prospect you are trying to attract tomorrow? ⬜ Yes 3. They can they articulate a specific ROI metric? ⬜ Yes Most companies film clients who score a 1/3. And it is usually just checking the first box. These testimonials are "nice." They make you feel great...
Hi Reader, In remote production, it’s easy to focus on just the gear or just the story. But without one, the other is worthless. Clarity This is about Strategy. As I mention in the clip, “Clarity helps you choose the client who represents your best story” to validate your market, rather than just filling airtime. Action This is about Trust. “Action means presenting that story at the quality that your brand deserves” so that the medium enhances the message, instead of undermining it. This is...