Being clear on what your company does in all areas of business plays into your organization’s identity in a meaningful way. Not only are you telling people what you want to do, but you are also able to explain all the whys to them. The importance of this is something that cannot be overstated enough.
Consider this idea in terms of your marketing message. People aren’t going to buy your product or service just because you’ve told them to, or because your great new product happens to look cool.
They have a problem in their lives that you want to solve and this product or service is the best way to do it. Short, simple, and to the point. It helps you cut through the noise in the world around us.
But just because you immediately know all of this information doesn’t mean that everyone else does. As an entrepreneur who has poured your blood, sweat, and tears into your business, you’re incredibly close to every decision you make. This can sometimes cause the “blinders” to go up, leading to the inability to see the forest for the trees, as it were.
So how do you solve this problem in terms of marketing to your consumers? Easy—you create visual content like infographics with a tool like Visme (of which, in disclosure, I am the founder) and shout out that message as loud as you possibly can.
Tell your audience, “I understand what your problem is and I’m here to offer you a solution. This product is my solution. Here’s what it does. Here is why that matters. Here is why that matters to you.” Then, you do this over and over and over again. Whether you’re talking about a presentation or a beautiful video or a blog post or a sales brochure, it doesn’t matter—you take this simple message and convey it as clearly and as often as possible until it becomes second nature to your audience.
But this quest for clarity certainly doesn’t end there. In many ways, this is only the beginning.
Why Clarity Matters
This type of directional clarity also matters a great deal in terms of your internal efforts, too. When every person working for a company understands what that organization is and what it does, everyone is on the same page and moving in the same direction.
Did you ever wonder why all of Apple’s products feel like they’re a part of the same family, for example? Every aspect of every product, from the MacBook and iMac to iPhone and beyond, checks two big boxes:
- A) They have so many similarities that they feel like they’re part of an organic ecosystem, but
- B) Are all unique enough to justify their own existence.
You don’t get to this point without a critical sense of internal clarity regarding what your business is, what you’re trying to do, and how you’re all going to get there together.
Businesses operating without a clear idea about what they do and why they do it fall into a number of traps, any one of which could be game ending. This is the type of situation that causes companies to add features to products because they can, not because they should.
It’s the type of situation that makes leadership harder because a strategic decision CAN be both A) a great idea, and B) the wrong idea for this company at this particular time.
It also leads to employees who are focusing all of their attention on the wrong details, resulting in breakthroughs and innovations that ultimately mean little because they were never aligned with the firm’s long-term strategy in the first place.
Being able to say quickly, “at this company, we do X, Y, and Z” helps to avoid all of these problems. It keeps everyone on the same page, yes—but it’s about much more than just being productive. It’s about always moving forward in the right direction at the right time.
Companies like Apple may make this look effortless because they’re one of the best in the business, but rest assured that this is not a “reactive” idea. It takes a great deal of time and energy to be as proactive as you need to be.
It’s a bit like trying to drive a large boat like a yacht. That thing doesn’t turn on a dime—the size doesn’t allow for it. You need to know exactly where you’re going before you start and everyone else needs to know it, too. Making a few directional mistakes early on in a trip can and likely will lead to major delays before you know it, all of which you could have avoided by being as clear as possible as often as possible beforehand.
The Road to Success is Paved With Communication
We’ve written in the past about how when it comes to building a strong and stable business, communication is and will always be king… but this goes far, far beyond just your simple marketing messages.
Consider a number of the most common reasons why small businesses fail, according to research compiled by industry experts. Some fail because they have insufficient capital, making it difficult to manage their cash flow on a regular basis. Others lack a much-needed foundation of proper planning, affecting everything, from how they interact with competitors to understanding their workforce needs.
Others still expand far too quickly or slowly than they should be, while the lack of differentiation is the final nail in the coffin for many.
The thing that all of these factors have in common is the general lack of communication across the board. If you’re able to be very, very clear on what your company does and why this is important, you’ll have a much easier time attracting capital investments when you need them. Your employees will be clear, focused, and moving in the right direction at all times.
You won’t have to work hard to differentiate yourself from your competitors because this will be obvious to everyone involved.
You started your business because you had a very clear idea in your head about a product or service that you were trying to create and a goal you were trying to accomplish. Getting yourself moving towards becoming an entrepreneur didn’t require anything more complicated than that.
This is something you want to never, ever forget. It’s also something that you should be communicating to anyone and everyone as much as possible.