John and me atop Philmont Scout Ranch's Mount Baldy in New Mexico
My son takes his SAT’s next week. The baby I held newly born two blinks ago, will be old enough to vote this December. So, I thought it fair to ask, as we drove together this morning, “what do you want to be?”
That ride, and his answer, left me wondering if we ask that question often enough about our business and marketing. Last week I wrote about the danger of too much doing. This week, I’m focused on BE: are you actively choosing what you want your business to Be?
I’m a Be student
Winning businesses, brands, products, and people start with BE. Here’s why: if you know what you aim to BE, what you need to do becomes obvious. Your BE comes before goals and strategies. BE is a filter to keep you on course.
1. Be real: Whatever you are, be it fully without apology
2. Be principled: Know your boundaries, follow your north star
3. Be honest: Truth is so rare it makes you stand out
4. Be specific: Define customer expectations clearly
5. Be reliable: Do what you say as you say every time
6. Be aware: Observe and reflect your market
7. Be generous: Give more than you expect in return
8. Be unpredictable: Customers love delightful surprises
9. Be learning: Stretch your thinking, seek innovation
10. Be playful: It makes you happy and drives competitors crazy
To BE IS the question
My son, by the way, couldn’t answer that early morning question. He’s in the same trap that often grabs us: mistakenly focusing on what to DO instead of understanding his BE. Take time to define your company’s BE’s up front. Then, watch what happens. Knowing your BE’s adds sparkle to everything you DO.
Our BE’s may differ
You may disagree with some of my list. Fair enough. What do you think belongs on there?
No worries about my son, by the way. He’s a teenager. It’s good for him to discover there are still some things he doesn’t know.
