It used to be that succeeding in business simply required some sort of product/service differentiation, reasonable pricing, convenient packaging, and decent customer service. All fronted by slick marketing designed to persuade the customer why they couldn’t live without you and push them into a buying decision.
That was the old currency of business. To be honest, many of those “keys to success” are manipulative tactics focused more on short-term results… making a sale. Preferably lots of sales. Which isn’t a bad thing if that’s all that matters to you.
For heart-centered entrepreneurs though, I’d like to think that culture of manipulation is becoming a thing of the past, and we’re moving into a new currency of success in the business world. I believe these new keys to success in business are very simple… Passion and Connection.
Passion is core to everything. Although there will always be commodity products and services we buy simply because we have no other choice, as a general rule, people buy why you do what you do not what you do. (Read Start With Why if you don’t believe me!)
We don’t want to be conned into buying yet another thing we’re not even sure we need. We want to feel like we’re a part of something bigger than ourselves. We want life to matter. The products and services we engage with can be a powerful part of helping us make that personal statement of meaning. And if you’re not passionate about your business, why should I care what you’re doing either?
The same holds true for connection. We don’t want to feel like another cog in the machine… another nameless, faceless customer you persuaded to buy your product or service.
I’ve heard some people say that this digital age is ruining true connection, and people are living ever more disconnected lives. That hasn’t been my observation. I see people all over who are actively engaging in connection and relationships. The difference is the web has blown the doors wide open in terms of who people can connect with. It’s no longer limited to geographic location and face-to-face interactions. Instead, we can now seek out and build relationships with people who share similar values and beliefs as we do.
So while the methods we use to connect may be different than before, the driving human need to be in relationship with others and find a place to belong are as strong as ever.
And I guarantee that if you can anchor your business in true connection… both with your customers directly and connecting your customers with each other… you’ll experience success as you never have before.
P.S. If you have a story about how this new currency in business has worked for you, I’d love to hear it!
About Laura Ege