I’ve been reading a fantastic book lately.
In fact I have highlighted so many lines that the book is nearly all purple (I’m not a fan of yellow highlighters)!
It’s just that good!
I wanted to recommend it to you today because it poses a lot of thought-provoking questions that will cause you to pause and really take a hard look at what you’re doing in your business and how better to serve your audience.
We’re stopping everything here at LearnSavvy to answer these questions for ourselves and to position ourselves better for the coming months as we mix up our model and focus our goals on providing much more juicy content, education and connection for you.
The Book:
The Fortune Cookie Principle : The 20 Keys to a Great Brand Story and Why Your Business Needs One. Bernadette Jiwa
The Savvy Idea:
“The Fortune Cookie Principle. Every idea, every innovation, every product and service has two elements: the cookie and the fortune. The cookie is the commodity, the utility, the tangible product. The cookie is the thing you put in the shop window and it has a fixed value. Then there’s the fortune, the magical, intangible part of the product or service, which is where the real value lies in the hearts and minds of the customer. The fortune is the story, the thing that makes people feel something. The real reason they buy the product in the first place. It’s your purpose, your vision and values manifested. It’s also the customers’ story and worldview reflected back to them. The fortune gives the product an acquired value or a different perceived value.”
Thought-provoking questions:
This book has a ton but here are some to get you thinking…
- Why are we doing this?
- Why are we the people to do it?
- Why is now the time to start?
- What will happen because this idea exists?
- How will this change how people feel about x?
- Who is it for?
- Why will they care?
- What do the people we hope to serve want?
- What do they believe?
- How do they feel about the problem we solve?
- What do they do—where, when, why and with whom?
- What will customers say to their friends to recommend this product or service?
- How can we make customers feel good because they recommend the product or service?
- What are we really selling beyond the utility of the product or service?
- How can we add more value?
- What do we value?
- What do we want to change?
- What promises do we want to make and keep?
- What matters most right now?
- What’s going to matter more three, six or eighteen months from now?
- What’s our difference?
- What do we need to do today, to make sure that we can keep doing the things we want to do tomorrow?
- If we could do anything today, would this be it? If not this, then what?
The concepts in this book and the questions she raises could dramatically move your business in the direction of your dreams. We challenge you and our ourselves to answer these questions and report your results below!
Want more delicious dish delivered to your inbox. That’s a mouthful!
The post Do You Know the Fortune Your Cookie is Providing appeared first on LearnSavvy.