I just read an article by a visionary author about his experience getting “talked over” while delivering his presentation at a networking mixer. Of course my first thought was “how rude can people be??” It’s pretty obvious the guy on the stage with the mic is speaking. Can’t they put their conversations on hold for a few minutes? Especially since I know this speaker had the potential to change their lives… literally!

But it gave me pause for a moment of self-reflection too. While I might not choose a path of such blatant rudeness and inconsideration, I wonder how many times I’ve missed out on the chance to engage with someone who had the potential to change everything for me.

I know I’ve been guilty of this many times, and it’s usually for one of two reasons.

- I’ve already prejudged this person as being unworthy of my time and attention for some reason or another.

- I’m so set on my path (i.e. I’m here to network/socialize) that I don’t even hear or see the true opportunity that’s right in front of me.

While this moment of self-awareness will fade from memory far too quickly, I’d like to set an intention to put aside prejudgments, take the blinders off, and stay tuned for the opportunities (whether in people or circumstances) that cross my path every single day. Opportunities that are perhaps even more valuable because they show up in ways, places, and forms I wasn’t expecting.

Marketing in its purest essence is simply communicating you to the outside world. Which isn’t a bad thing at all! Even if you were to take profits out of the picture, no significant change or impact would happen in the world if the people with worthy ideas weren’t able to communicate their vision effectively.

Sadly, marketing today has become something much less noble, at least in the Internet marketing world. From persuasive website copy to effective launch campaigns, much of marketing has turned into the psychology of how to manipulate people into making a buy decision. It is never okay when you make someone feel fear or somehow “less than” if they don’t purchase your services.

The worst of it is we’ve been told we need to overcome our natural aversion to these tactics (sometimes they’re even cloaked under terms like heart-based selling), because we are actually serving our tribe when we get them to purchase our programs (which they often really do need!) through any means necessary. The end justifies the means. Which might be fine if you’re tricking your kids into eating broccoli, but we’re talking about adults here who have a pretty good idea what they need.

To purpose-inspired entrepreneurs and business owners, this culture of manipulation has turned marketing into, well, quite the “ick” experience. It doesn’t feel authentic or good. In fact, sometimes it feels downright sleazy. We may continue to implement the tactics simply because we’ve been told it’s the only way to make decent money in our business, but in our heart of hearts, we desperately hope there is a better way.

So what do you do when you’re tired of the “ick” factor in marketing?

- Start with Why. People don’t buy what you do. They buy why you do what you do. They purchase your products or services because being associated with you and your purpose, cause, or belief (your Why) says something about what THEY believe.

When we aren’t clear about Why we do what we do, we are reduced to commodity status. And outside of the occasional fad or bare-bones necessity product, the only way to market and sell a commodity is to manipulate people into buying it. Yuck!

- Get back to the basics of marketing. Remember, true marketing is about good communication. Get crystal clear on your Why and then work to communicate it clearly. You’re simply sharing your passion and vision with the world; the people with whom that resonates will be inspired and gladly join your Why… to prove something about themselves!

- Recognize that what’s authentic for one person isn’t for another. Aside from the true manipulations that are never okay, I believe that different marketing methods and strategies work for different people. Get to the heart of how you work best, your guiding values and principles. This will help you decide which marketing strategies are authentic for you and which are not.

- Take a stand against manipulation in marketing. Join with me and other purpose-inspired entrepreneurs in refusing to buy into the teachings that manipulation is the only viable path in marketing. Will we succeed without those “tried and true” tactics? I don’t know for sure, but I believe so, and I aim to prove it!

I’ve been hearing an interesting theme among my clients and colleagues in the past couple weeks though. It is that the most viable option for a really profitable business is to work with clients in the areas of business, money, or career. Even if that’s not your true passion. Maybe slip your passion in the back door once you land the new client, but lead with one of those strong “money-makers”.

It’s an interesting question, and my gut instinct says that couldn’t possibly be true. Maybe that’s just because it’s my nature to fight for passion and idealism. I certainly wish I had hard proof to back up my instinct here.

There are some examples that come to mind, however, that validate my belief that you can make a good living by building a business purely around your true passion.

The first is a series of interviews I’ve been listening to from best-selling authors. (If you’re interested, there’s still time to sign up… http://www.successfulauthorsecrets.com/ … and no, I’m not an affiliate or in any way associated with this site.) While some of these very successful authors did make their fortunes around the topics of business, marketing, or money, there are an equal number who have shot into stardom completely in the “softer” topics.

Of course, each implemented the right strategies and frameworks to build a lucrative business around their book. But my point is that they haven’t achieved success by entering the market with a topic directly tied to making money and then slipped their passion in later. They’ve done it by living their passion full-out, writing books, and building businesses completely based on their core passion.

Another example that comes to mind is Simon Sinek. I’m currently finishing up the final few chapters of his life-changing book Start With Why. His personal story is incredibly inspiring. He burned out running a moderately successful advertising agency, went through a complete transition, and is now thriving living his passion every single day. And that passion is not directly linked to making more money for his clients!

So… if they can do it, why not you? I absolutely believe it’s possible!

I believe many people have a dream like that at one time or another. The sad thing is it is usually quickly snuffed out by “reality”. By the pressures of life, health, work, paying the bills, you name it. By people telling us to forget it; it will never work. By pointless rules and systems dictating what we can and can’t do.

Well, I’m ready to stand up and say “enough already!” Why is dreaming the impossible really so bad? What would happen if those dreams could actually become reality instead of getting stuffed away in the back closet to whither away and die? What if every person who could see a vision for how this world could be a better place—even in some small way—was championed to take action on their vision?

You see, I believe this really is possible. These big, outrageous, unreasonable ideas have the power to change the world. When we fight for these dreams to see the light of day, together, we will change things!

It’s not easy to take a stand for idealism. I was born an incurable optimist in a pessimistic family. I’ve continuously taken the path less traveled and, by all standards of reality, shouldn’t be where I am today. I’d probably either be chained to the keyboard in a tiny cubical working for retirement or waiting tables in a dingy diner… depending on whose version of “reasonable reality” I’d followed. So believe me when I say I know a thing or two about having dreams shut down and fighting to keep them alive.

I’m beginning to realize this isn’t a new theme for me in my coaching business either. While I labored under the delusion for years that I loved business for business’ sake, it’s only recently I realized that I love it because entrepreneurs by nature are dreamers. And entrepreneurship is an environment where we are freer to bring our dreams to life… outside of the systems and rules and judgments of people who just don’t get it. Thus why I enjoy coaching entrepreneurs to turn their dreams into a successful business.

So I’m “outing” myself here. This is something I am very passionate about (pretty obvious, right?). I want to live my life outrageously unreasonable. I want to dream unrealistic dreams of how this world could be. And I want to take up the cause and champion the spark of idealism in people to bring their dreams to life in the real world. Together, we really can change the world. I believe…

It’s people. Not just any people either. I’m talking about my very small, very select inner circle of support. The people who know the real me. Who I can count on to always hold a higher vision of what’s possible for me, even when my current results aren’t proving it true. Who will always tell me the truth in love. Who have my back, no matter what.

This journey of entrepreneurship is downright hard sometimes. Most of us, at one time or another, face doubts and fears. We question the validity of our path or struggle with feeling like a failure. It’s especially tough when people we are supposed to be able to count on (like family members or friends) attack who we are and the choices we make.

This kind of negativity can become a vicious cycle that pulls us completely off track from our mission and paralyzes us from taking action to grow our business and serve the people we’re meant to serve. The longer you let yourself go down this path, the harder it is to break free too.

When I notice this is happening for me, the quickest and most surefire way to snap out of it is to give one of my inner circle people a call. They quickly put things back in perspective. Whether that’s an encouraging word, a new point of view, or a kick in the rear if I need it.

To my inner circle (you know who you are!), my heart is overflowing with gratitude for you. I wouldn’t be where I am today without you. Words simply can’t do justice…

Since the beginning of time, ideas have captivated the hearts and minds of millions. Created life, death, freedom, slavery. Sparked revolutions. And yes, even changed the world and altered the course of history.

That’s all well and good, but what do ideas have to do with your business?

There are all sorts of ideas we deal with every day. Positive ideas, negative ideas, big ideas, small ideas, ideas that drive us, ideas that draw us forward. Some are merely passing thoughts, while others take root and grow. Sometimes we react blindly to the idea. Other times we consciously choose which ideas to propagate and which to let pass.

What’s the idea that is alive and present in your business today? Are you acting out of fear (I have to close this next sale, or I won’t be able to pay the bills this month), or are you inspired by a higher ideal (this is my mission, and it has the power to change people’s lives)?

What ideas are driving or drawing your audience? Are they feeling manipulated to buy into your services, or are they excited to buy into an idea that’s bigger than they are—one that says something about who they are and the world you’re creating together?

And perhaps most importantly… an idea without action is worth nothing. What idea are you taking ownership of today that is worthy of inspiring action? Action from you, your team, your clients, and anyone else you share it with?

There’s a problem with niching as it is traditionally taught, however. Most business owners typically approach it from the outside in. They start here as the first step (which I no longer believe it should be). And they approach it as an analytical process of looking at your experience, demographic or industry groups that use services like yours, which groups have enough people to support the number of clients you want, which groups have the most money, etc.

But all that completely misses the mark. If you ever hope to be more than a mere commodity, realize that people don’t buy what you do. They buy why you do what you do. They feel a connection with your belief or cause, and they get on board as a client for their own sake, not for yours.

Which means that starting your marketing process with niche—choosing who you want to target based on certain external demographic or industry characteristics—perpetuates your positioning as a commodity. It might put you top of mind for your audience for a while, but what happens when someone else offers the same services to the same niche but at a lower price or with better packaging or with some novel feature?

I’d like to see niching redefined. It’s not about choosing your target market. It’s an organic understanding of who is the best cultural fit with who you are and what you do. Tackled only after you’ve clearly defined your passion (why you do what you do) and clarified how you are going to express your passion in the world.

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!

Not actually so. People typically buy into businesses, products, and services that reflect some aspect of the worldview or lifestyle they already possess on some level. What they buy becomes an expression of what they already believe.

So rather than trying to change people’s minds (and really it goes far deeper than their rational mind), recognize that your marketing will be far easier and more effective if you start with why you do what you do… your purpose, your cause. You’ll naturally attract the people who resonate with your message, and your product or service will become tangible proof for them of the lifestyle or worldview they already hold.

Many of us, from a very young age, are taught to hide our true color. We are trained, shamed, scared, and misguided into believing there is something wrong with the special shade we were made to be. We wind up cloaking our uniqueness with another hue that conforms to what someone else believes is right for us.

You can’t…
You shouldn’t…
You should…
You have to…
Follow my rules…
Fit in…
Don’t stand out…
Everyone does…
Because I said so…

So what does this have to do with succeeding in business? A couple of things, actually.

- If not you, than who? No one else can be the exact color you were meant to be. They don’t have your singular gifts and skills and experiences and perspectives. When you don’t take a stand for YOU, the entire masterpiece suffers. As heart-centered entrepreneurs who desire to make a difference in the world, this is a sad and terrible waste.

- As a conforming color, you can never be more than a commodity in business. You’ve cloaked your brilliant uniqueness in favor of becoming the same shade as other people. Thus leaving your market with no choice but to categorize you based on price, convenience, novelty, or any number of other commodity traits.

Dare to be different today. Dare to be unapologetically YOU!