Welcome back to “Irresistible Communication”.

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Two minutes, twice a week.

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No nonsense advice on

leadership communication.

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What do you want to be known for?

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You won't believe how many

businesses don't have a compelling

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answer to that simple question.

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And yet, every action they

take contributes to their fame.

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Every product they release, every

keynote their CEO gives, every post they

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publish, every sales presentation they

make, every call to customer support,

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every mail, proposal, conversation.

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If these actions are inconsistent,

the story of that business

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will be fuzzy at best.

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That's where marketing comes in.

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Huge budgets are allocated

to create a public image.

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Agencies come up with something

that sounds good and looks good.

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But more often than not, that image

doesn't match what customers experience

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when they reach out, use the product or

are otherwise exposed to the business.

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What do you want to be known for?

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If you don't decide someone else will.

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The biggest lever to own what

the public thinks of you is to

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find clarity about that yourself.

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Uncover three basic questions.

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First, what you're incredibly good at.

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Second, what you're passionate about.

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And third, what makes you a profit?

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Based on those answers define

what you want to be known for.

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And the shorter you can make

that answer the better for

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your comunication it will be.

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And then light the path

for the whole team.

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When the path is lit brightly, and ideally

it aligns to what the team aspires to,

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you can trust them to do the right thing.

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Their actions will be

aligned with the path.

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And so, every action anyone in

your business takes contributes to

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becoming known for the right thing.

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Keep lighting the path and

share this with a friend.