As Egypt was spectating the game, there comes the lightening-speed free kick against Congo in the first 11 minutes, declaring the dominance of the entrepreneur, over the land. And, as an Entrepreneur never settles, the pegged winning score has followed with a 95th minute penalty, leaving all open-mouthed.
The truly inspiring success story of a high-profile Egyptian talent, known as “The International - Al 3alamy,” Mohamed Salah, provides insights and traits every Entrepreneur must acquire. From Pepsi Football League at his school in Tanta, Egypt to FC Basel to Chelsea to Fiorentina to AC Roma to Liverpool, Salah has created a legend. The 25-year-old Left-Footed Egyptian Professional Player who played most of his professional life on the Right Wing, cutting inside directly to the Goal, proves he knows his Strengths and works on his Weaknesses. Mo Salah is a live example for the quote saying, “work hard until you no longer need to introduce yourself,” racing hard for his own signature.
"Most entrepreneurs I know believe they will change the world," ــــ Jay Friedlander
Salah has a set of skills that allow him to master his profession, overcome challenges and pass flawlessly through unforeseen gaps.
There a few critical traits that all successful Entrepreneurs tend to have, and Salah has the top 3 traits on the list.1. Being Passionate
People with great passion can make the impossible happen. Passion drives us to success. Passion keeps us awake over night, working on our goals. Passion is the unshakable sense of purpose. Mo Salah has showed true passion when he collapsed in pure devastation after Congo's goal. Yet, never surrendered, never quit. Salah qualified Egypt for the World Cup 2018 with a conquering 95th minute penalty.
"I can't explain how it feels, it's a dream come true," ـــ Mohamed Salah
2. Being Persistent
If you are not passionate from the start, you will not stick to it. Hard work complements passion. It is the persistence which pushes us forward. It is the stamina which keeps us chasing our dreams. No matter how challenging our dreams are. No matter how hard the road is. Persistence makes us choose the same road, over and over again.
Salah's three successive failed post hits never stopped him from giving it another boost, successfully scoring to give third-placed AS Roma a 1-1 draw with Bologna.
Al 3alamy, as known among the Egyptians, has brought pure persistence to life when fired Egypt to Russia 2018 with a 95th minute penalty.
3. Overcoming Fears
The cave you fear to enter, holds the treasure you seek. It is always about the fear of start. The never ending what-ifs which you think about. Risk, Insecurities and Fear hold you back. Be certain, You can not achieve your goals, if you do not start.
Salah has had a unique experience, full of fears, and dreams. Salah commented upon signing his contract with Liverpool "I am 100% a better player now, than I was at Chelsea," after unsuccessful spell with Chelsea where he made only 19 appearances, as described by The Independant.
"I always try to improve and get better and better. I think last season was my best season. I feel like I am doing better and better every year. Now I have a new challenge here. Liverpool fans will expect more. It won't be easy but I am ready," Salah reported, stating he is not fearing challenges.
“When I stepped up to take the penalty, I didn’t think of anything but scoring and winning the game," ــــ Mohamed Salah
"Twitter is what’s happening in the world and what people are talking about right now."
Today, Twitter has officially issued the 280-character Application update; so every person around the world could express themselves easily in a Tweet.
“We want every person around the world to easily express themselves on Twitter, so we’re doing something new: we’re going to try out a longer limit, 280 characters, in languages impacted by cramming”– Twitter Product Manager, Aliza Rosen.
In a recent blog post, Rosen pointed to the fact that 9% of English language Tweets hit the 140 character limit, which would suggest a lot of users are carefully editing their Tweets to stay within that limit. The update will be rolled out in all languages affected by “cramming”, which currently includes all languages except for Japanese, Chinese, and Korean.
After a test launch last September for doubling the number of tweeting characters, Twitter users could not stop tweeting about how much they do not want tweets to get longer.
1. More Information: Extending Character count, Twitter users have a better opportunity to express themselves easily, and share more information. Marketers can use the same benefit to share detailed information about their products and add links to their campaigns.
2. Better Engagement: In ad
dition to more Tweeting, people who had more room to Tweet received more engagement (Likes, Retweets, @mentions), got more followers, and spent more time on Twitter. More followers, who are actively engaged mean more potential customers for Startups and Small Businesses. Influencers and Entrepreneurs can use this feature to their Branding and Call-To-Action advantages.
3. Improved Advertising: However, the 140-Character limit was a win-win situation for both Marketers and Followers on Twitter, it has limited the capabilities of Marketers to create outstanding Advertising Campaigns. Marketers have to go down to the simplest version of their Value Proposition Message with the 140-Character limit. Now, with doubling the limit, Marketers can launch better Advertising Campaigns with more Hashtags.
The lesson learned by every entrepreneur from Twitter is that Customer comes first. Every Startup and Entrepreneur should add value to their Customers. Twitter has changed their iconic 140-Character limit after decline in U.S. users, to attract more users to express themselves easily.
Marketers are required to almost find ideas anywhere. Halloween teaches us much about Marketing and Advertising. Marketers can attract Customers attention through Behavioral Marketing Campaigns; that are based on Customer Behaviors in specific events. On Halloween, Adults, as well as Children, wear scary costumes, knock doors for sweets and apples and carve pumpkins. Startups and Marketers twisted and modified the concepts used on Halloween for Advertising, Branding and deriving increased Sales.
Trick or TreatStartups can reverse Trick-or-Treating this halloween to intrigue prospects or earn customer loyalty. It might be a bit costly, but it worthy knocking on doors and giving free gifts or treats branded with your logo and contact information. People will tell their friends and families about the story of your brand unexpectedly gave them gifts for free, on a special Occasion.
Spooktacular-ize your BrandEvery Halloween, the Houses with the most engaging and differentiated decorations attract more Children to knock their doors. Marketers have benefited from this concept and race creating the outstanding fun scary campaigns to attract more customers to their Brand.
Startups can create a spooky logo, scary themes for their stores or Halloween Advertising. Brands that engage with customers on Social Media and post Halloween-themed offers, giftcards or instagram Halloween stories. This surprise will drive your followeres to retweet, repost or share your posts. Prospects will engage with your brand social profile.
1. McDonald's themed their Advertising Campaigns
into Vampire using French Fries and Ketchup
2. MINI launched a campaign to save Pumpkin and Carve the Road; to brand for their cars being strong and fast to carve the road
3. APPLE created a spooky logo under slogan 'THINK HALLOWEEN'
Use Halloween Hashtags
Startups should be consistent about their Social Media Presence. Engage with your customers with a special Hashtag holding a Spooky word and your Brand. Twitter tweeted a post saying "Trick-or-Tweet! #Halloween." While the most trending Halloween Hashtags on Social Media were #Halloween #Halloweencostume #Halloweenmakeup, you can post a scary picture with CTA to share it with a special Hashtag. You can use this Hashtag to track your followers' posts, and study their behavior.
Light on your Porch
Houses which are ready to give Treats on Halloween light their Porch on with scary decoration. Does your Startup have a Porch? One Tactic to learn from Halloween is that you should always fill your Flyers Box. You might also go the extra mile and consider having a special Label, Hashtag, Contact Information and Spooky Flyer Design; and pack each Flyer with a set of free gifts and knock doors.
Successful Entrepreneurs and Startup Owners are opportunity hunters, that is why being prepared is critical. I highly recommend entrepreneurs start their pitch with telling a compelling story about how their product solves a problem.
In an interview with Entrepreneur Magazine, Tony Parinello, answers the very challenging question,Q:I find my prospects not interested in hearing my pitch, what is the best way to pitch to sell?A: First seek to understand what is going on your prospect’s mind. Empathy is the key to successful Negotiations. Then your ideas will be accepted and understood by the prospect.
1. Pitch in 60 Seconds
I have heard many Sales Pitches, and given many myself. What I notice to be common amongst Prospects, they need to know, in the shortest time possible, "What is in it for them?" The best practice to win your prospect is to set strict limits to your talk time to keep it under 60 seconds. Yes, you read right: You must never, ever speak for more than 60 seconds without asking for approval to continue. This approval comes when you ask open-ended "prompting" questions.
Ask Open-ended questions starting "what", "why", "where", "when" and "how" to allow your prospects to express themselves, their pain and needs. This will allow you to better address the main needs you should pitch upon.
3. Ask Closed-ended questionsClosed-ended questions, on the other hand, put an end to effective dialoging and will not get you any closer to a second appointment. However, asking this type of question can provide you with a clarification or a confirmation that you have got your prospect’s message right.
4. Ask your Prospect's OpinionAnother question type you can use to earn another 60 seconds of talk time, which is helpful in revealing where a prospect stands on any particular issue, and it can be used to give you more insight into someone's unique needs.5. Refer to a Trustworthy ThirdpartyFinally, you can use what I call a social proof question to justify another 60 seconds of talk time. This is an indirect way of getting the other person to realize that his situation is similar to that of other people you've worked with. As with any other reference to a third party, there is the chance that your contact will respond favorably to what you cite within the question. On the other hand, there is a chance that the social proof you introduce will be looked upon as competitive or irrelevant to what's being discussed.
6. Communicate the ValueProspects and Customers are selfish. We are all customers most of the time, when you are buying grocery, opening a bank account, considering a new BMW or even comparing XBOX to WII. All you need to know is why BMW will be suitable to your needs than a Toyota, unless you can afford a Ferrari. Now, you have identified the needs of your prospects using the last tactics; communicate a relevant value of your product to them, in three jargon-free sentences. Tell them Why should they buy your Product. Reinforce your message with a Unique Selling Proposition; that is How your product is different from compition. Always connect to an emotional or a psychological link between your product and the prospect needs.
There are a few leaders who choose to inspire rather than manipulate in order to motivate people.
The Golden Circle
The Golden Circle finds order and predictability in human behavior. Put simply, it helps us understand why we do what we do. The Golden Circle provides compelling evidence of how much more we can achieve if we remind ourselves to start everything we do by first asking why.
The Golden Circle gives some clarity as to why people followed Dr. Martin Luther King Jr. in a movement that changed a nation and why we took up John F. Kennedy's challenge to put a man on the moon even after he died.
The Golden Circle shows how these leaders were able to inspire action instead of manipulating people to act.
And it all starts from the inside out. It all starts with Why. Let me first define the terms, starting from the outside of the circle and moving inward
WHAT: Every single company and organization on the planet knows WHAT they do. Everyone is easily able to describe the products or services a company sells or the job function they have within that system.
HOW: HOWs are often given to explain how something is different or better. Not as obvious as WHATs, many think these are the differentiating or motivating factors in a decision. This is your VP or USP.
WHY: What is your purpose, cause or belief? WHY does your company exist? WHY do you get out of bed every morning? And WHY should anyone care?
When most organizations or people think, act or communicate they do so from the outside in, from WHAT to WHY.
But not the inspired companies. Not the inspired leaders.
I'll start with a simple marketing example. A marketing message from Apple, if they were like everyone else, might sound like this:
"We make great computers.
They're beautifully designed, simple to use and user-friendly.
Wanna buy one?"
It's not a very compelling sales pitch, but that's how most companies sell to us. This is the norm. First they start with WHAT they do. Then they tell us how they do it or how they are better. And then they make a call to action and expect a behavior.
Let's look at that Apple example again and rewrite the example in the order Apple actually communicates. This time, the example starts with WHY.
"Everything we do, we believe in challenging the status quo. We believe in thinking differently.
The way we challenge the status quo is by making our products beautifully designed, simple to use and user-friendly.
And we happen to make great computers. Wanna buy one?"
People don't buy WHAT you do, they buy WHY you do it. Why the product exists must first be considered and why someone wants it must match.
When you force people to make decisions with only the rational part of their brain, they almost invariably end up "overthinking." These rational decisions tend to take longer to make, says Restak, and can often be of lower quality. In contrast, decisions made with the limbic brain, gut decisions, tend to be faster, higher-quality decisions. This is one of the primary reasons why teachers tell students to go with their first instinct when taking a multiple-choice test, to trust their gut.
Our population is broken into five segments that fall across a bell curve: innovators, early adoptors, early majority, late majority and laggards.
The first 2.5 percent of the population are the innovators, and the next 13.5 percent are early adopters. Innovators pursue new products or ideas aggressively and are intrigued by any fundamental advance; being first is a central part of their lives. As their name suggests, innovators are the small percentage of the population that challenges the rest of us to see and think of the world a little differently.
Early adopters are similar to innovators in that they appreciate the advantages wrought by new ideas or technologies. They are early to recognize the value of new ideas and are quite willing to put up with imperfection because they can see the potential. Although quick to see the potential and willing to take risks to try new technologies or ideas, early adopters are not idea generators like the innovators. But both groups are similar, as Moore says, in that they rely heavily on their intuition. They trust their gut. They want to be first.
According to the Law of Diffusion, mass-market success can only be achieved after you penetrate between 15 percent to 18 percent of the market. That's because the early majority won't try something new until someone else has tried it first.
The goal of business then should not be to simply sell to anyone who wants what you have, the majority, but rather to find people who believe what you believe.
Why you startup needs an advisory board? While money has a large share in success of startups in their early-stage, money is not the only player in the game; and having the right network of experienced advisors can transform you startup.
Having an advisory board is critical to startup success, as entrepreneurs get mentorship and gain insights which add value to the process of growing the business.
An advisory board provides an alternative view of risks and a wide-range of solutions, based on a diversified set of experience.
An advisory board challenges the entrepreneurs to reach the best version of the idea, or discard a nonprofitable one; even if this is against the desires of the entrepreneurs.
Chosen wisely, advisory board members should be influencers in their fields, which can grant you access to new market, trustworthy in new deals, or guide you navigate your way to success.
Determine your startup’s greatest area of need. Ideally, an advisory board will invest their knowledge and time in the startup on a consistent basis. So, it makes sense to create an advisory board that covers the areas of the greatest need to your startup, and where you know the least about.
You may be a tech guru, though you lack knowledge in social media marketing; so, you would want to create an advisory board with strong background in social media marketing to cover your weakness.
Devise what you will offer board members in return. A great advisory board will make a huge and lasting positive impact on your business. They should have terrific insight and experience to help you succeed. So, what is in it for them?
What you, as a startup founder, offer to each member of advisory board can really vary; based on who is on board, and what role they play.
Some advisory board members get paid with money, others earn shares of your startup; however, you can always manage to create a win-win deal that being part of your startup’s advisory board gives them a well-managed branding image, and you gain their expertise in return.
Who must become on your startup’s advisory board? A business requires many skills and you will not always have all of them. Instead of trying to acquire all the skills you can engage other professionals and agree on compensation.
A Mentor Someone who is excelling in your industry and is willing to meet with you at least once a month. They should ensure that you are not steering off course. The mentor needs to be in the same field as you. They should not to view you as a threat or competitor.
Sales & Marketing Genius Many entrepreneurs are absorbed with their product or service and assume that everyone will like it. However, the sales and marketing guru can help you determine your unique selling proposition, how you can market it and help you come up with a sales and marketing strategy. This will ensure that you are making targeted hits that bring in money.
The PR Queen
This person will help you position your product or service appropriately. She will guide you on the networking events, conferences or expos available which align with your company. The more people know, like and use your product the more referrals you are likely to get. This cannot happen with you sitting behind your computer, you will need to get out and the PR queen can come to your rescue.
The Big Name These are the guys who will help you get things done. They will help achieve your goals when your company is in its infancy and, more importantly, they will help you raise the money you need to realize your vision. Who are usually in the role of ‘The Big Name’? More often than not is it a key player in the industry, someone with so much clout that merely mentioning their name will encourage other industry experts to make an investment. You bring them in when you need money and to grease the wheels when trying to get important accounts.
The Customer Here is the thing to keep in mind when dealing with “The Customer”: this is your advisory board. Sure it is The Big Name’s goal to raise money and open doors to opportunities, the rest of them are mostly there to advise you. It is critical for you to understand who you are selling to, and the best type of person to get that kind of advice is The Customer. If your startup is built around a photo sharing app destined to kill SnapChat, consider hiring a teenager with a massive following. You need to understand what makes your customer tick, and The Customer can tell you exactly what does with a clock-like precision.
"Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma — which is living with the results of other people’s thinking. Don’t let the noise of others’ opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary," ـــ Steve Jobs
Do you want to be a billionaire so badly? Do you aspire making a great company, but you always end-up stuck in thoughts? Ever imagined yourself on the cover of Forbes Magazine? What stops you from changing your life? What holds you back from achieving your dreams? It is absolutely not lack of money! And, definitely, successful people do not have special genes, or have been in special circumstances.
"You want to shine like a diamond; you got to get cut like a diamond," ـــ Eric Thomas
Luck is not part of the game. The harder you work, the greater is your success. I never said it is easy. Changing your life is not easy, but I promise it will be worth it. Take responsibility of your life. Take control of your destiny. Take master action towards your goals. Diminish all negative thoughts in your life, and start planning for success. You can not win the game, if you are outside the game.Start now, with small actions towards your success. Whatever you feed your mind, will reflect on your life. You can have more, do more; and become more.
"He who says he can, and he who says he can't are both usually right," ـــ Confucius
You are failure, because you do not sacrifice spending few years of your life like others will not, so you can live the rest of your life like others can not. Successful entrepreneurs learn how to be leaders, and never be satisfied. Successful entrepreneurs have fears; they become down; they feel lonely. The difference between you and successful entrepreneurs is they overcome their fears and dare to dream of greatness.
"You are capable of greatness; greatness does not take it easy," ـــ Fearless Motivation
Entrepreneurship is a path full of failures. The hardest walk you can make, is the walk you make alone; but that is the walk that makes you the strongest. Successful entrepreneurs have lost their faith many times. Their response to failure is what separates them apart from the majority. Successful entrepreneurs embrace failure, as a compliment to success.
Successful entrepreneurs are ready to do whatever it takes to be successful. Do you have what it takes to be a successful entrepreneur? There is no secret recipe to success. Every person is unique in the way they can make it through. However, there are critical personality traits every successful entrepreneur have in common.
Successful entrepreneurs have a very clear purpose
Successful entrepreneurs do not have to be pushed, they are self motivated about their purpose. Successful entrepreneurs create a powerful vision they truly care about, and the vision pulls them.
“The whole secret of a successful life is to find out what is one’s destiny to do, and then do it,” — Henry Ford
Successful entrepreneurs are visionaries; they are on a mission to develop new ideas or improve existing products. Successful entrepreneurs are opportunity hunters; they identify opportunities everywhere. Vision is your why; it is who you actually are. Vision is what you are passionate about; and truly crave deep inside.
I have spent three months identifying my purpose in life. My vision was not clear in the first iteration. Yet, continuously asking myself “why” has led me to shape a clear purpose. I have validated many ideas, failed many times; until I reached that what I am passionate about is MOTIVATING ENTREPRENEURS.
Successful entrepreneurs are passionate about their goals
Passion drives successful entrepreneurs to achieving their goals. Passion keeps them awake over night, working on their dreams. Passion is the unshakable sense of purpose. Albert Einestein has changed the science as we know it, and made breakthroughs in cosmophysics through passion without crediting any special talent.
“I have no special talents. I am only passionately curious,” — Albert Einestein
Passion comes from Purpose. If you are really passionate about your purpose in life, you will achieve an outstanding success. Passion enduces confidence. Entrepreneurship is all about risking it all for a goal only you can understand. Confidence drives you to accomplishment. Passion makes you excited, and you never feel tired.
Successful entrepreneurs work relentlessly for their dreams
"Tell me I can not make it, and I will work hard to prove you wrong," this is the mindset of great entrepreneurs; and you should adopt this mentality to be successful. Billionaires, great entrepreneurs and successful people share the same rule: Never Quit. Successful entrepreneurs know that it is not over, until they win. Successful entrepreneurs workd relentlessly to achieve their dreams; may be not immediately, but certainly and definitely.
Successful entrepreneurs fail often, however what makes them great is the ability to embrace failure, and learn from it. Great entrepreneurs hit the goal again, and again, and again; until they make it. Being relentless powers passion. It is the persistence which pushes us forward. It is the stamina which keeps us chasing our dreams. No matter how challenging our dreams are. No matter how hard the road is. Persistence makes us choose the same road, over and over again.
Successful entrepreneurs crave for networking
Successful entrepreneurs build successful relationships with other entrepreneurs. You will not achieve successful life, if you are hiding. Successful entrepreneurs know that it is important to give constantly and generously in order to be successful. There are always people who support us, believe in us and give to us; successful entrepreneurs hold gratiture to people and give back. Networking can be time-consuming, but it will always be rewarding.
Successful entrepreneurs master the skill of networking. Successful networkers are supportive, friendly, active listeners and, above all, communication gurus. Successful networkers are naturally outgoing personalities; they love to go out and meet new alike minds.
To be a great networker, you better ask yourself, "how do I like to be treated?" You should have a continuously-updated list of local entrepreneurship events. You should know where entrepreneurs like to go, and meetup with them in business-relative events.
Successful entrepreneurs are obsessed with decision-making
They know the fact that attention is a daily limited resource. No matter the mental toughness and resilience developed over time, there will be time when your mind breaks down and do not be able to function efficiently; this is called Decision Fatigue. Successful entrepreneurs have developed a workaround decision fatigue.
Millionaires and successful entrepreneurs quickly make easily-reversible decisions and create an action plan to achieve their goals autonomously. However, successful entrepreneurs are slow in reversing their decision and analyze every action to the root. Author Napoleon Hill noted, on the other side, that people who fail to reach success, without exception, have the habit of reaching decisions, if at all, very slowly, and of changing these decisions quickly and often.
To master the quality of decision-making, successful entrepreneurs are active listeners and wide-open for perceiving new experiences.
Successful entrepreneurs know when to say No
Being able to say No to interruptions and temptations is a critical skill required in a world full of distractions. A skill almost every successful entrepreneur have. Being the master of their actions, successful entrepreneurs can motivate goal-directed behavior. By saying no, successful entrepreneurs create boundaries to have the freedom to behave according to their passion and plan. Over time, successful entrepreneurs have developed better ways to saying no.
Successful entrepreneurs are communicators, in the first place; they understand that it is not what you say, it is about how to say it. And while "I can not" can be; while "I do not" gives the impression of psychological determincation and affirmation. Successful entrepreneurs set their own rules, and follow them
Successful entrepreneurs strongly believe that achieving dream is about more than just what you accomplish, it is about who you become in the process. The journey to success is a process where each step qualifies you to the next. Successful entrepreneurs have developed unique characteristics and outstanding personalities to be able to overcome challenges and keep persistence.
In his book "You have got 8 seconds," Paul Hellman provides 3 strategies and 100 tactics to Capture Attention in a World Full of Distractions.
Say Less: Over-detailing a subject gets your audience bored. Always give the relevant data, not more. You would rather your audience crave for more conversations, than counting the minutes to leave.
Measure: Measuring actions changes behavior. I have been measuring the time I take to swim 2K. What I noticed, I am becoming faster. Talk in 30-60 second bites. Giving Headline first, with details later. Only give details if asked.
Say More: However, important it is not to over-detail, you should loosen your internal editor. Speak out more details. But details should be relevant.
"A good speech should be like a woman's skirt; long enough to cover the subject and short enough to create interest." ـــــ Winston S. Churchill
Fast Focus: Consider audience poit of view, instead of speaker perspective. If you are the audience; What would capture your attention? To Fast Focus your message, follow the three-step method
Purpose Statement: Your aufience have 10,000 things to think about. That is 10,000 reasons not to listen to you. Give them a reason why they need to. Beafore you tell them what, capture their attention with why.
Main message: The main thing is to know the main thing. Your main message needs to be Specific, Short and Simple. Tell your audience the what of your message.
Call to action: Ask your audience for the action you want them to take. People love to rest their backs and have somebody to tell them what to do.
The narrative of Fast Focus method: Be the audience.
Start at the End: You usually set a goal, and start planning your way backwords. That is how things make sense. Start from your Conclusion, and add up details to the main thing.
“You can’t connect the dots looking forward; you can only connect them looking backwards." ـــــ Steve Jobs
Tell a Story: Stories activate our mind. Stories touch emotions, giving audience a sensory experience and influences their decisions. Stories inspire people.
Situation: Here you describe the context of how you discovered the problem.
Problem: Problems hook audience. Business audience become interested to know what happens next.
Solution: Present your solution in a heroic style. Connect with an emotional impact. Emotions drive decision-making in people. Address the audience pain and how your solution eliminates it.
Results: People care less about the solution than how it would affect their lives. Tell stories about people who tried your solution and its impact on them.
Avoid Jargons: Business Jargons or Industry-Relevant Terms, by all means, distract the audience. Specially, if you are talking to outsiders. Usually, audience have no idea about the term.
Avoid Acronyms: Not everyone loves them. The world is cluttered with acronyms. The problem with acronyms is they most of the time are forced fit. If you are considering acronyms, use them sparingly. For instance, when you set effective goals, you usually think of SMART goals (Specific, Measurable, Achievable, Relevant, and Time-bounded).
Use Strong Words: Are you a Leader? Leadership requires responsibility. Avoid Passive Messages. Give life to your messages.
Use XYZ: A simple communication tactic to deliver your message shortly and still have an influence. For instance, when X happens, I feel Y, because of Z. Where, X is the Problem, Y is your Reaction and Z is the Impact.
Have you ever questioned the difference between Marketing and Branding? Ever misplaced both Marketing Strategy and Branding Strategy, not knowing the details of both? It is essential, as a Business Owner, to acknowledge the difference between Marketing and Branding in great details.
Branding is who you are ــــ your brand is comprised of your Message, Personality, Culture, Values and Voice. Branding is creating an intellectual and emotional relationship between your customer and your product, using the tools of Marketing and Advertising.
Marketing is the set of processes and tools (i.e. Logos, Colors, Website, Flyers, Promotions, etc.) to build Brand Awareness.
Branding is Strategic. Marketing is Tactical.
Do it Right
It is not all about the physical features or Unique Selling Proposition (USP) that create a Brand. You can consider a Brand as the image your customers have in mind when thinking about a specific product.
Apple is branding itself as challenging the status quo, and Evian makes you feel young.
The past examples do not provide features of the product, but why you should buy it. In order to create and establish a strong Brand, you should follow the steps below, and find an answer to each of the following questions.
Establish your Purpose
No one would buy your product if you do not communicate to them why they should. Do you know why you do what you do? To get to the core purpose of your Startup, start with the following questions:
What real problem my product is solving to my segment?Why would anyone buy my specific product?Why am I doing what I am doing?
After forming a strong Purpose by asking "Why" several times, ask yourself: How do I want to be remembered by customers? This will help shape your Brand. Brand Personality Archetypes, as conceptually borrowed from psychologist Carl Jung, are used to gain advantage in Brand Awareness.
There are generally four groupings of archetypes. Those that provide structure, those that reflect our yearning for bliss, those that speak to our need to leave our mark, and those about connecting with others.
An analysis of 14,000 brands worldwide by BrandZ™ identified several archetypes that seem to be more successful for brands than others.
Whether you want customers to view your Brand as an Explorer, a Hero or a Dreamer; You should align your Marketing Message and Culture to consistently behave by this role.
At this stage, you should be asking yourself the following questions:
How do I like my Brand to be perceived?Will I be able to stay consistent to this Identity?
Outline your Values
We all have values by which we live. Values define who we are. Brands are pretty much like Humans; if Brands have Personalities, they shall have Values. Business Values keep you consistent in your message, blog posts, product features, performance and customer service. Your customers must feel that every process permeates your core Business Values.
"Companies that take the time to define their company values are also prioritizing the growth of their organization."
You can use the following questions as guidelines:
What is important to me?What will help guide me when I am facing a difficult decision?What is my USP that Customers are willing to buy for it?
"Culture guides discretionary behavior and it picks up where the employee handbook leaves off. Culture tells us how to respond to an unprecedented service request. It tells us whether to risk telling our bosses about our new ideas, and whether to surface or hide problems. Employees make hundreds of decisions on their own every day, and culture is our guide. Culture tells us what to do when the CEO isn’t in the room, which is of course most of the time."
This is why culture matters. Culture sustains employee enthusiasm. Culture provides the Process and Guidelines which employees live by. Culture includes working environment, vision, mission, values and ethics. Culture is what makes employees like to work with you, and what makes Customers trust in your products.
Following are examples to define your Startup culture, you are advised to have a high level in each of:
Clarity of Purpose: Purpose drives employees, as well as founders. Purpose is a decision-making criteria when you are facing a challenge.
Employee Engagement: If your employees are engaged in the decision-making process, they will have sense of ownership, then will be self-motivated to provide high-quality products. Customers do not come first, Employees come first, they bring Customers.
Create Brand Awareness
Here we come to the role of Marketing. You have defind your Strategic Branding and you are going to create Brand Awareness at this stage. You will get advantage from Market Research, Segmentation, Targeting, Positioning and Advertising Techniques to deliver your Brand Strategy to Customers.
Remember, a Brand is not the Startup's point-of-view. A Brand is Customer's perception when a specific product comes in mind.You may think of the following points when communicating your Brand to audience:
Startup's Vision and Mission Statements; this Why you do what you are doing? and How are you doing it differently?Your chosen Channels and Platforms to deliver your Value Proposition to Customer SegmentsMarketing Mix (4Ps) of Marketing that provides your customers a relevant valueYour Calls To Action (CTA) and your plan to measure the return
Planning for a Successful Startup involves many complex decisions and lot of knowledge, a reason why Entrepreneurs need a simple, relevant, and intuitively understandable means that describes the processes of a Startup, while not oversimplifying the complexities of how Startups function.
Business Model Canvas from Strategyzer.com became a shared language that allows Entrepreneurs to manipulate and visualize Business Plans and create alternatives to their Startup strategies.
Business Model Canvas provides a full view of how the Value Proposition is delivered the Customer Segments in return of Customer Relations and Revenue. This strategy is structured by 9 building blocks, whose second is
2. Value Proposition (VP), to solve certain Customer Problems and satisfy Customer Needs. The more a Startup is successful in identifying Customer Needs and create a Value that Customers are willing to pay for, the more growth the Startup will achieve.
Value Proposition is the bundle of Products and/or Services a Startup creates and delivers to specific Customer Segments through a distinct mix of elements catered on Segment's specific requirements.
For a Startup to create a Value Proposition, they must answer the question of What Customer problem are we solving? Which Customer Needs are we satisfying? What bundles of Products and/or Services can we offer to Satisfy Customer Needs? Elements from the following list can contribute to Customer Value creation,
1. Newness: Some Value Propositions satisfy and entirely New and Innovative set of Needs which Customers previously did not percieve. Usually Innovative Value Propositions are Technology-Related, Cell Phones, for example, created a whole new Market focused on mobile telecommunication. 2. Performance: Instead of offering Innovative Value Propositions, Startups may improve the performance of an existing Product and/or Service. BMW's obsession of creating Value Proposition into Sports Cars by improving Engine Performance, for example, has led to manufacture a 3-Cylinder, 1500 CC Enginethat provides 136 HP. 3. Customization: Creating a mix of Products and Services packaging which are tailored to satisfy certain Customer Needs creates Value. Web Development Platforms (i.e. Wordpress.com and Wix.com) enable users to Customize their Website Front-End Design using multiple of drag-and-drop options.
A Startup I created, ECKE, a Hi-Tech Startup which provides Robot Control Software As A Service (SAAS) used Digital Prototyping Technology to Customize Algorithms based on individual Customer Needs.
4. Design: An overseen attribute by many Startups because of being hard to be measured is Design. A Product may stand out because of superior design. Usually design makes a Premium difference in Fashion and Consumer Electronics Industry. Apple has realized from its earliest stages that Simple design from the Packaging to the finest detail of the Product creates a capturing Value. Now, Apple creates a different lifestyle with their attention to details in Design. 5. Brand: Customers may find Value in the simple way a Startup may Market to its Brand. Marketing Strategy for Branding can be the most powerful weapon for a Startup to achieve Growth. Brand is the way Customers perceive a certain Company or Product. Wearing a Rolex Wristwatch, for example, signifies Wealth. On the other hand, Apple brands itself as a Lifestyle of Thinking Differently. Apple users, especially iPhone, are perceiving themselves as a community of different lifestyle that signifies Prestige.
6. Price: Offering similar Products or Services as Value at a lower price is a common way of satisfying Needs of Price-Sensitive Customer Segments. Some Startups can benefit from Free! as a Business Model, however, precautions must be taken in such Business Models, in order not to end up losing capital. In such Business Models, there is always another Segment or a different side who provides profit to the Startup. Google Inc. makes use of Price-Based Business Models and offers its search engine for Free, however there is a different side who provides Cash to the company.7. Getting the Job Done: Value can be created by simply helping Customers get certain jobs done, may be with higher efficiency, reduced cost or increased quality. Business Models focusing on getting the job done offer Customers the availability to focus on relevant details.
HubSpot offers an Inbound Marketing CRM Software, as they noticed that tried and true tactics of old are no more effective; because people simply do not want to be interrupted by Marketers and Salespeople.
8. Cost Reduction: Helping Customers to reduce their Costs is a main way to create Value. Salesforce.com, for example, sells a hosted Customer Relationship Management Software, which relieves buyers from the hassle of purchasing, installing and managing CRM Software themselves. 9. Risk Reduction: Customers value reducing the risks involved in a Product or Service they are considering. Ever considered buying a used car? What was your first option? I bet you first thought about buying used car guaranteed by the Brand Service Center, with a one-year Service guarantee. This way you reduce the risk of after purchase breakdowns. 10. Accessibility: Making Products and Services available to Customers who previously lacked access to use them is another way to create Value.
Mutual Funds allowed investors with modest wealth to build diversified investment portfolios, Kickstarter as a Crowdfunding Platform has allowed innovative entrepreneurs to gain accessibility to funds from multiple investors.
Amazon Web Services used Cloud Computing Technology to offer developers and IoT Makers the accessibility to online server computers. 11. Convenience and Usability: Making your Product easier or more convenient to use can create a powerful value, Take, for example, Apple with its iTunes Store and iPod. Seamless integration between the huge Music Store and iPod Music Device offered Customers an unprecedented convenience searching, buying and listening to digital music.
Stay tuned for a detailed explanation for each Building Block of the Business Model Canvas to be followed, and Contact Us to Schedule a meeting for in-depth Discussion.
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