As human beings, there are certain driving forces that inform our decisions and directions in life.
Above all else, we value health, wealth, relationships and happiness. These are the 4 desires of every human.
Now, if you’re in business – you’ll be striving to solve at least one of these focus points where individuals may be lacking. This is the lens that we all need to look at our products and services through.
Starting with health, this can be very straightforward or a little more abstract. Health can be addressed in obvious ways if you own a gym, if you’re a physiotherapist or a doctor.
It can be addressed if you sell grass-fed, ethically raised meats, or if you’re a chiropractor or dentist.
In more abstract ways, health can be addressed if you’re a contractor. Maybe someone’s been living in an old house with black mould and asbestos. You’re mitigating the impending health issues by gutting the home and starting fresh.
Or maybe you’re a therapist or a coach, helping folks battle with their mental health.
In the realm of wealth, we have our obvious choices, such as being an investment banker. Maybe you’re a stock broker or you help people invest in real estate.
In more abstract forms, maybe you’re like my business, where you make content for other small businesses, and the messages that you share helps them to make more money.
In an obvious form of the relationships niche, maybe you’re a couples therapist. In a few less obvious aspects of the topic, maybe you own an Airbnb business, and you help couples and friends and family escape the daily grind.
Maybe you create custom adventure vacations which help to foster the bonds that people feel with each other. Maybe you’re an author, and the books you write help to repair damaged relationships.
The happiness spectrum is quite broad. Maybe you’re a photographer, and the wedding photos you took and had framed for that couple make them happy.
Maybe you own a trampoline park or a ski hill. Maybe you rent out camper vans, or Italian sports cars. Maybe you’re an entertainer online – and you inspire people to smile when they watch your videos.
You see, we all have these driving factors. Some of them are conscious, and some of them are subconscious. All businesses address at least one of these topics. If they didn’t, they wouldn’t be in business.
The trick is to notice which ones you address the most, and lean into them as much as possible. By narrowing in your focus on how you’re able to serve others in your own unique way, you’ll be better at addressing and solving their problems – and you’ll be able to scale your business to where ever you want it to be.
If you’d like to chat about any of this, then let’s!
To Your Success,
Jay Ashcroft
four32 MEDIA
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