When you believe in better, it’s your obligation to speak with the clarity that’s required for your audience to resonate with your message.
Change requires being heard. It’s a huge misunderstanding – and a source of big frustration – for quite a lot of difference makers who make better things and then stop at making them. The resonance that their competition gets for their arguably inferior products by putting on a show feels like an unfair advantage to them. You’ll often hear them complain that “show” seems to be more important than “substance” to their audience.
It’s not, of course. Because the show is part of the substance.
Your audience doesn’t care for the things they don’t see or understand and it doesn’t have to. It’s not their obligation to see why your thing matters. It’s yours. Resonance is actually required to get results.
The good news is this: If your product really does change things for the better, then you’re in a much better position to make your message resonate. Because what resonates most is relevance. So, the actual unfair advantage is to make better things. Because better things create relevance. Then, turn relevance into resonance!