Start with WHO

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As marketers and business builders we are told to "start with why." The problem is that many times this is the wrong place to start. Why is important. Why is awesome. I love helping businesses find their why aka their purpose and using it to drive their strategy and brand growth... but if all you have is a why.... you're in trouble. Next time, start with WHO! Customers are the lifeblood of any business so why not start by identifying WHO you solve problems for and WHO that person actually is... Give it a try and let us know if it works for you.

Marc Gutman
@marcgutman
Brought to you by www.wildstory.com
© 2020 Wildstory, LLC
START
with
WHO!

Marc Gutman
@marcgutman
Brought to you by www.wildstory.com
© 2020 Wildstory, LLC
Instead of starting with Why,
try starting with WHO.

Marc Gutman
@marcgutman
Brought to you by www.wildstory.com
© 2020 Wildstory, LLC
WHO is the sibling of Why.

Marc Gutman
@marcgutman
Brought to you by www.wildstory.com
© 2020 Wildstory, LLC
They are interconnected
and interdependent.

Marc Gutman
@marcgutman
Brought to you by www.wildstory.com
© 2020 Wildstory, LLC
You may even argue
that one is not more
important than the
other.

Marc Gutman
@marcgutman
Brought to you by www.wildstory.com
© 2020 Wildstory, LLC
But I would argue that
you can have a
business without a
Why.

Marc Gutman
@marcgutman
Brought to you by www.wildstory.com
© 2020 Wildstory, LLC
You can’t have a
business without a
WHO.

Marc Gutman
@marcgutman
Brought to you by www.wildstory.com
© 2020 Wildstory, LLC
Inspired by Simon Sinek’s
golden circle model, there’s a
new circle, inside the golden
circle.
I call this the diamond
encrusted circle. :)

Marc Gutman
@marcgutman
Brought to you by www.wildstory.com
© 2020 Wildstory, LLC
By getting crystal clear on
WHO we are solving a
problem for, it becomes
easy to ladder up and find
our Why.

Marc Gutman
@marcgutman
Brought to you by www.wildstory.com
© 2020 Wildstory, LLC
Want to get started
on your WHO?
Send me a DM or let’s chat in
the comments.

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Burn Out. It’s real. It happens to all of us. It’s happening to me. At first I thought I was unhappy and unfulfilled. Then I realized I've just been working too hard. Stretched too thin. I need a break. I’m planning on leaning into the summer, taking Friday’s off, and most importantly… Not being so hard on myself. How do you know you’re feeling the effects of burnout and what do you do to recharge? Let me know in the comments below.

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What Do You Want to Be Known For? It’s a pretty easy question. But so many people struggle with this one. Admittedly I do from time to time as well. But ask yourself, “What Do I Want To Be Known For” As a Brand… As a Company… As a Product… As a Person… Then put all your energy into making sure the rest of the world knows it too. What do you want to be known for? Let me know in the comments below.

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Testing Doesn’t Work Testing big ideas by its very nature is flawed. To be clear I’m talking about focus groups, test groups, processes that score work before launch, etc when I say “testing”. Testing looks for what’s wrong with an idea. Not what’s right. If you look at the most perfect anything long enough you’ll find flaws, imperfections, and reasons not to believe. Testing suggests that people react logically and intellectually to branding. As if they pass a brand and say “Gee… that product is psychologically and emotionally representing my unmet needs…” Testing is flawed because no one really knows what will resonate until the idea and brand is out in the world. The real world. Testing also assumes that we really know what makes branding work and it can always be quantified, measured, and analyzed. I don’t think we can. Do you think testing works? Let me know in the comments below.

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Start with Who Instead of starting with Why, try starting with Who Who is the sibling of Why. They are interconnected and depend on one another. You may argue that one is not more important than the other, But I would argue that you can have a business without a Why. You can’t have a business without a Who. Inspired by Simon Sinek’s golden circle model, there’s a new circle - I call this the diamond encrusted circle. By getting crystal clear on WHO we are solving a problem for, it becomes easy to ladder up and find our Why. Do you believe in Starting with Who? Let me know in the comments below.

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I Don’t Believe In Formulas There’s a lot of people out there selling formulas for brand and creativity. I’m not a fan. Advil is a formula. WD-40 is a formula. Coca-Cola is a formula. A formula is repeatable with a specific, exact, REPEATED outcome. Branding, writing, design… No matter how much we try… cannot be reduced to a formula. We work in FRAMEWORKS. And while a process and an approach they are not formulas. They do not give a precise answer. Frameworks help us uncover truths, identify problems, and get to a desired answer (in a round about way). But it’s never formulaic. I believe in frameworks not formulas. Let me know what you think about frameworks vs. formulas in the comments below.

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Start with WHO

1. Marc Gutman @marcgutman Brought to you by www.wildstory.com © 2020 Wildstory, LLC START with WHO!

2. Marc Gutman @marcgutman Brought to you by www.wildstory.com © 2020 Wildstory, LLC Instead of starting with Why, try starting with WHO.

3. Marc Gutman @marcgutman Brought to you by www.wildstory.com © 2020 Wildstory, LLC WHO is the sibling of Why.

4. Marc Gutman @marcgutman Brought to you by www.wildstory.com © 2020 Wildstory, LLC They are interconnected and interdependent.

5. Marc Gutman @marcgutman Brought to you by www.wildstory.com © 2020 Wildstory, LLC You may even argue that one is not more important than the other.

6. Marc Gutman @marcgutman Brought to you by www.wildstory.com © 2020 Wildstory, LLC But I would argue that you can have a business without a Why.

7. Marc Gutman @marcgutman Brought to you by www.wildstory.com © 2020 Wildstory, LLC You can’t have a business without a WHO.

8. Marc Gutman @marcgutman Brought to you by www.wildstory.com © 2020 Wildstory, LLC Inspired by Simon Sinek’s golden circle model, there’s a new circle, inside the golden circle. I call this the diamond encrusted circle. :)

9. Marc Gutman @marcgutman Brought to you by www.wildstory.com © 2020 Wildstory, LLC By getting crystal clear on WHO we are solving a problem for, it becomes easy to ladder up and find our Why.

10. Marc Gutman @marcgutman Brought to you by www.wildstory.com © 2020 Wildstory, LLC Want to get started on your WHO? Send me a DM or let’s chat in the comments.