Marketing based on “who you want to be”

who-you-want-to-be-CatamountMarketingZoom zoom… the Holidays are back and it’s the end of another year. This finds me reflecting on the goals I set, new goals ahead, and how many people, discoveries, and things I have to be grateful for. There’s no shortage of each, but I’m devoting this final article of the year to one introspection theme, if you’ll allow me, before diving into the Holiday eggnog (with maybe a little rum).

Looking back on 2014, my personal mission was to try to discern reality from illusion in both my personal and business life activities. Heady stuff, if not a bit “out there”, but when I boil virtually every thought, word, or action down to I can/should do this or I can/should do that, the answer usually lies with reminding myself of who I am and then deciding who I want to be in relation to that.

So what does this have to do with marketing? Back on July 23rd, in my weekly email message to my client and prospect list, I invited readers to go to Fascination Innovation to partake in an online personality assessment to receive back a report describing how the world sees “you”. About 45 readers did so and in return, each received a fairly comprehensive, if not fascinating, report with definable insights into themselves.

So what’s the significance of taking seemingly another personality profile examination? All of creation begins from a place of knowing – having a fundamental knowledge of a pursuit, even if that’s only knowing what we don’t know – before we can begin to create. From having a clearer understanding and acceptance of who we are, we’re then able to form ideas about who we want to be.

So what’s the marketing connection? Because our job, as marketers, is to create the finest and most trusted brand we can, given that the root basis of marketing is getting someone with a need to know, like, and trust you. Our success is assured when we apply the best parts of who we are to create who we want us and our business to be. It’s from this perspective where we can begin to discern illusion from reality, and think, speak, and act accordingly. At times, this is easier said than done; but with practice and repetition, over time the mind begins to frame ideas, opportunities, and decisions within this context and clarity and confidence begin to replace confusion and hesitation. As reality begins to sink in, the brand solidifies.

Neale Donald Walsh, author of Conversations with God, states so eloquently…

“The deepest secret is that life is not a process of discovery, but a process of creation. You are not discovering yourself, but creating yourself anew. Seek therefore, not to find out Who You Are, but seek to determine Who You Want to Be.”

Thank you for reading my messages this year and I hope some part of them have been helpful to you and your business.

I wish you yours a very Happy Holiday and a prosperous and creative year ahead.


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