Love Your "Real People" 😍

A thriving business is built on a simple purpose: creating real solutions to real problems for real people.

In fact, clarifying those real choices in a "Purpose Statement" is the first lesson I teach any entrepreneur I'm working with. The statement follows a particular pattern:

I help {real people} {solve real problem} with {real solution}.

With a clear Purpose Statement, you have a core in your business which directs every other decision you make. That's why it's so important to get this right!

Have you heard of Matthew Emmons? He almost won a gold medal as a sharpshooter in the 2011 Olympics, but his last shot hit very close to the center... of the wrong target!

Even a great shot at the wrong target meant he scored a big fat zero, and I don't want that for you.

You need to make sure you're focused on the right target. The first and most important choice you need to make is who the "real people" are that your business is serving,

Who do you want to serve, and build your business around? What is the common theme in their life stories?

Your business may sell products or services, but that's not why your business exists.

Your products and services are the real solutions to real problems that real people face. Real people with hopes, dreams, fears, and sleepless nights.

Can you think of one or two examples of real people you know, who you would like to serve with your business?

It's not enough to say "everyone" because you're not going to convince "everyone" that you can help.

When you get a clear enough picture of your "real people" you tap into your human advantage of empathy, so you can put yourself in their place and feel what they feel.

Some teachers call this a "customer avatar" but lose track of the humanity behind every like, share, follow, and buy. The business graveyard is littered with companies built on selling to a "demographic" by measuring "consumer insights" but never taking the time to pick up the phone or sit down over coffee to talk.

So, what "Real People" will you set your sights on, to serve?