Your Best Efforts Are of No Interest Unless I’m Better Off
Focus on what you create, not what you do. I want a more beautiful yard, I don’t care about how you prune trees or apply fertilizer. I’ve never been interested in wineries (once you’ve seen one….) but very interested in the taste of the wine accompanying my food. I’m sure the manufacture of the car is exquisite, but I’m paying for the driving experience. The training program is probably quite sophisticated with excellent technology, but can my people perform better after it?
When I ask what you do and you tell me you’re a coach, ho hum. But when you tell me that you improve my income and decrease my labor intensity, I’d like to get to know you better.