I found myself in a meeting the other day having a very interesting conversation with a senior executive from a major media company. I was explaining to him the focus of our organization – that of assisting companies in the process of Customer Acquistion. His response to me was “that is very interesting and intriguing. We tell customers that we focus on ‘bringing buyers and sellers together‘ - while similar – the difference is actually very vast.”
I sat back and thought for a while about this conversation. So often people (including myself) get frustrated in taking time to come up with the right word tracks and messaging. The nuance in the above two messages seems small in some ways – companies would say – “we do that too”. And yet – the message conveyed in the two instances is so different and the impact on the prospect is so much greater that I would suggest that time taken is potentially the most critical time a CEO can take in formulating a message. Frustrating – yes. Valuable – no question.
Do you spend enough time thinking about your message? Is it really telling your story?
