Leaders Light The Path

PODCAST EPISODE

Objectively better!

On the gap between how people look at you offering and how you’d like them to look at it …

Read more thoughts on the art of communicating week-daily at https://michaelgerharz.com/blog

Transcript
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Objectively your brand may be quite extraordinary.

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I'm not sure what it is for you, but maybe you're very innovative,

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years ahead of the competition.

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Or you adhere to much more ethical work practices.

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Or you foster sustainable production while at the same time delivering

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the highest production quality.

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Someone looking objectively of how you do what you do should come

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to the same conclusion as you do.

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This is simply extraordinary.

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Looking at objectively might not be the point though.

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In fact, looking subjectively is.

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People do look subjectively.

They ask things like:

how does this fit into how I see the world?

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Or is it useful for me?

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Or does it make me happy?

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Or even what will my peers think?

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And they are right with looking through that lens.

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I mean, they owe you nothing.

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In particular, they don't owe you objectivity.

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They didn't ask you to make the product you made it.

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And now you're asking them to buy it.

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They will do so if they decide it's for them.

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But they will always decide from their subjective perspective.

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What makes a brand so difficult to grasp and so difficult to communicate

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is that everyone looks from their own subjective perspective.

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So when you communicate your product and you want people to fall in love

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with the product It might not be so much about why that thing that you've

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built is objectively better, but how you can address the right people who

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are looking from the right perspective so that what you consider to be

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objectively better is also and at the same time subjectively better for them.

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So how do people look at your brand and what do they see?

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