Let me clarify that. It’s one of the biggest obstacles for the future of your business or your ministry or your nonprofit or whatever it is that you do.
People are over committed, bombarded with too many options and their time seems increasingly scarce. In order for them to choose to invest their time (and attention) with you… you must give them a compelling reason why they should.
The world is changing and doing so at a pace that is accelerating by the day. We all know it… because we live it. Ironically, as choices increase, so does the inability to choose. It’s harder and harder to break through the noise and communicate in a way that people actually retain. Information is flowing at speeds we can barely comprehend and it seems like we’re filling every available moment with some form of “to-do” or activity or scheduled event.
We’ve all been forced or maybe conditioned to do more within the same amount of time.
And that’s what it all boils down to doesn’t it? Time.
Time is finite. There are only 24 hours in a day and you can only divide up the clock so much. At some point you run out and must choose to make better choices of where you’ll spend the time you do have.
That’s the obstacle you face and the one they do too. “They” being your customers, congregation or whoever it is you are you trying to reach.
That’s why, now more than ever, it’s critically important for you to define the following:
- Who You Are? (What’s your mission? Are you seeing it through? Does who you say you are match up with what you do?)
- Who Are They? (The people you are trying to reach. Do you know them? Really? Do you understand them? Their wants and needs?)
- Why Do You Matter? (To them? Do you care? Do you show it? Do you add value? In what ways? How could you show it better?)
- What Sets You Apart? (What’s unique and compelling about you in a way that makes them prioritize choosing you over something else? How can you do better at standing out?)
Don’t kid yourself either. You must approach the points above objectively, without emotional attachment and beyond your own Curse of Knowledge that can blind you from seeing things from their perspective.
This matters because when you can define who you are, who they are, why you matter, and what sets you apart… your customers will be able to do the same.
They’ll see the value you provide and be more likely to give you their time and attention versus giving it to something else.
And when they do…. you can’t let them down. Their time is like money and they’ll spend it where they feel they get the most bang for their buck.
It’s about time and our future depends on it.