If you're playing the violin in an orchestra, it's fairly important to know all the right notes. But as a concert goer, these are only of interest if the musicians get them wrong. The audience are looking for the big experience and the overall story. The same is true when discussing your business to customers and prospects.
So often when talking to business leaders, I find they quickly drill down into detail. This occurs with organisations of all sizes and all sectors, from restauranteurs to manufacturers to national brands. But as important as detail is to the successful operations of a business, it can become a real distraction to successfully marketing it.
Some of the hardest questions to answer about your business seem to be the most basic: "Why does your business exist and why should people choose it above your competitors?" So often the response is the "chilli prawns" or the most important feature or benefit of the day.
Instead, I encourage you to step to the back of the auditorium, take in the full scope of the orchestra and feel the passion and rhythm of the business. How do you help people, what problems does your business solve, how can you differentiate yourselves in a meaningful way from your competitors?
For operations, the details are the means to an end. Your consumers just want the end, by any means.
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