GET CLARITY THROUGH THESE 7 BIG QUESTIONS
1. What is your dream? What is important to you about this? (Values)
2. Your 80th birthday party speech What is the ‘end’ you have in mind for your life?
The exercise Covey suggests is that you imagine your 80th birthday party, and somebody gives a speech about your life. Who is this person? What will they say about you? Instead of just reading this, take 20 min now, and actually do write this out for yourself. No excuses! This exercise has a compete different meaning if you read about it, or actually do it!
3. What is your life purpose?
Your life purpose is the reason you are on this planet, the legacy you want to leave behind, contributing that part that you are best at. It is the thing we are meant to accomplish, the specific impact we want to have, our special talent that fulfils our and other’s lives. One great way to work with the life purpose is to look for a metaphor or an image that explains better what you are about and what you want to do. If you combine the metaphor with an impact statement you get something really powerful! For example: I am the alarm clock waking you up to preconceived conceptions of vulnerable people. I am the camera obscura that creates a bigger image of you, upside down, outside of the box. This exercise is really great if you are a visual person. It might take you a while to get it right, but it will be very powerful once you have got it.
4. What is your personal logo or metaphor?
Another great way to work with a metaphor or symbol is to create your own personal logo or collage. Just for personal discovery, and to share with others to invite feedback. Working with metaphors and images is a great way to uncover what you are about. However, it might take months or even years to really fine tune it.
5. You get a year off … what would you do?
Imagine you finish with your current job or work at the end of this month for a year’s break. You will have all the money, confidence, time and energy that you need to succeed. Write a list of what you would do, of at least 15 things. What would you do with your year off?
6. Write a 500 year business plan!
The Japanese use this concept, to develop a business idea far beyond your life time, a business plan and vision for your children’s children’s children. It is a great way for your business or personal life to have this mega direction.
7. Imagine in 20 years …
a. What do you want to have? ….
b. What do you want to do? …
c. Who do you want to be? …
HOW TO IDENTIFY YOUR NICHE?
What is your sweet spot? or how to identify your niche
1. What are your values?
a. What do you want to achieve? Who do you want to be in 20 years time?
b. What are the most important lessons in your life and how have they shaped you?
c. What is the legacy you want to leave behind? What would you like to be remembered for?
d. What is really important to you?
These are really major questions for you to answer. Is it about quality, innovation, creativity, solutions, beauty, providing pleasure and joy, creating partnerships, rebellious, or sustainability for you? What are your specific core beliefs that drive you and your business? Many of these values have got more interpretations, so be as specific as you can. This is really about: what makes you uniquely you and is the foundation of you and your business idea? Identify five specific values that describe you as best as you can. If you can figure this out, and communicate that well, then you get something that is very difficult to replicate.
2. What are you passionate about?
a. What do you want to change or improve in the world? What is the single most important impact you would like to make in the world?
b. What is your ‘soap box’ topic? c. What are you obsessed about – and doesn’t feel like work at all?
Be as specific as you can. Often we are too close to ourselves to really see these, so you might like to contact 5 people from across your life to help you answer these questions for you!
3. What are your strengths?
a. What are your special talents?
b. What do you want to be known for?
4. Who will pay for what you offer?
a. What do you know about your potential or current clients? Are they trade or consumers, or both? What kind of retailers or clients will buy from you?
b. Identify specific facts about them e.g. gender, location, industry, age. Where do they live, what do the read, what hobbies have they got?
c. And then go a bit deeper than these facts: what do they dream about, what are their aspirations, what are their wants and needs, what are their worries or challenges, what do they need help with, what keeps them awake at night? It really can help to write a short story about your different client groups: who they are, what they do, why they buy from you. Or have fun creating a collage with collected images of what they would look like, what they wear, what they read.
If you combine these 4 different areas, what is the (partial) overlap? This is called the sweet spot.
Maybe at this stage you can identify a couple of overlaps, just dot them down for now. To get you into more detail …
Can you make a list with the names of 20 potential clients for each of these sweet spots? If not, you might need to do some more research by digging deeper or by researching more potential clients.
Go out there and try these different sweet spots. Nothing beats actual feedback from potential clients! Have some fun with it, try out different ways of introducing yourself, of presenting yourself. Find out if there is a market who is willing to pay for what you do. Tweak it if necessary, just a slight different approach might do the trick! So to really sum it up: niche marketing is a combination of you and your talents and what the market wants and needs.