It's important because what we can do -- literally anything -- then follows. The Web doesn't love ambiguity, so doesn't business. Anything what, exactly?
As a business owner, you need to decide what that anything means because it creates an expectation of what you deliver.
And it works like a charm for that. Your customers come to you because you're the company or person who does xyz. In fact, you have better chances they will remember you the more narrowly you define that.
Two questions people ask me demonstrate the importance of thinking about how you define yourself. Oscar Wilde would call it the importance of being Earnest.
- What do I do to establish my personal brand as separate from my company?
- How do I go about rolling out my (personal) brand when I've decided to change it? What steps do I take?
The definition of who you are is intertwined with how you're perceived. This is especially important as we move away from how we used to define ourselves and be defined by the job title we held. Today you can lead from any chair, as Ben Zander says, so the important part is the leading/doing.
Perception and behavior change depending upon context. This is true of you, and it's valid of your customers. When you do sat surveys, for example, at what time and in what context are you catching them? Would the answers be different had the questions come at another time? What if it was two-way, a conversation?
Think about me.anything. What are you truly passionate about? Does your business exudes that passion? That's how you get your anything done. Anything is a decision. It's the opposite of everything. You need to stand for something, or you fall for everything.
We'll get to questions 1 and 2 above in other posts. They're important for the tactics you will use to achieve your "anything".
[get your Google business card template]
A couple of nights ago I spoke at the #140conf in Philadelphia (thanks Don Lafferty) and had the opportunity to connect with a great crowd. We connected because the setting was about me.anything. The question was: what has the real time Web meant for you? Each of us talked about the reason why we love it.
That is a story that resonates in a room filled with people just like you, only different in the way me.anything shows up.
What's your me.anything?
© 2010 Valeria Maltoni. All rights reserved.