The Only Thing Business Leaders Need to Do: Create and Communicate Value.
Business and Brand Advice from Christopher Cureton
I’ve worked with hundreds of business leaders and they all have one goal in common: bring in more money.
The secret to bringing in more money is an easy four word sentence:
Create and communicate value.
Actually doing that is not easy.
The way I start solving problems like this is by understanding the words being used to describe the challenge — so let me define my terms. In this case, our focus is on money. Money is a measure of value. What is value? Value is something that serves a useful purpose; satisfying a human requirement, want or need. Businesses that invest in creating more value, and effectively communicating that value, bring in more money. This is simple enough to understand so why is it not easy? Well, to actually create and communicate value, businesses must:
1.
Completely understand what it’s like to be the audience.
2.
Create a profitable offer that also delivers to the audience a greater return than the audience’s investment.
3.
Communicate the value of an offering in a way that makes it remarkable to the audience and sustainable for the business.
This is work.
But, if the goal is to bring in more money, it is the work that must be done. It’s been worth it every time.