Always Start With Your Promise

Episode Summary: In this episode of the Business Owner Breakthrough, we dive into the critical role of clarity in your business promise. Pete Mohr discusses why understanding and refining your promise to clients is essential for aligning every aspect of your business—from decision-making to customer experience. By the end of this episode, you’ll have actionable insights to revisit your business promise and ensure it’s still relevant and compelling.

Key Takeaways:

1. The Importance of Clarity: Pete emphasizes that every major decision in your business should revolve around the clarity of your promise. Without this clarity, you may struggle to align your products, processes, and people effectively.
2. Understanding the Client Journey: Pete walks through the process of taking clients from their initial problem to their "better life," highlighting the importance of creating a unique, step-by-step journey that differentiates your business from competitors.
3. Aligning Business Elements: The episode underscores the necessity of aligning your products, processes, and people with your promise to create a cohesive and successful business model.
4. Actionable Steps: Pete provides listeners with practical steps to refine their business promise, ensuring it resonates with current client needs and market conditions.
5. Real-World Example: Pete shares how his shoe store, Shoetopia, embodies its promise to help customers "look great and feel fantastic," breaking it down into the "Ooo, Ah, and Aha" moments that create memorable customer experiences.

Action Item: Listeners are encouraged to take time to reassess their business promise. Pete suggests reviewing the language and relevance of your promise, and how it impacts every aspect of your business. Make necessary adjustments to ensure your promise still aligns with your business goals and customer expectations.

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Transcript

Pete Mohr: 0:42

Are you ready to move from operator to owner? Well, decisions in your organization should be made at the lowest possible level of your business. Every day, there is a framework that can help and it's called the five P's. Understanding your promise, aligning your product process and people to it will generate the most amount of profit. And that's when the freedom comes freedom from the day to day management and freedom to start doing the things that you want, and deserve to do, inside and outside of your business. No one ever said it was easy, but it's time to start the process on the business owner breakthrough. If you'd like to chat with me about helping you breakthrough in your business, simply go to speak to pete.com that speak to pete.com, to book an appointment, and to see if we're a right fit. While we're going to talk a little bit about your promise today. And hopefully at the end of the conversation, you'll be able to sort of think about maybe some changes you need to make with the language around your promise or maybe, you know, is your promise the same as it was 20 years ago? Is it still relevant? Does it need a little bit of work? Maybe it doesn't? Maybe it does. But that's the whole point. You know, it all starts with your job as the business owner, to create clarity around the promise, because every major decision in your business boils down to what is that promise? And how are we going to make it happen for our clients. Because without doing that, you don't have a business, everybody buys a better life. And if you think of that, whatever you've bought, whether it's a steak, whether it's a new car, whether it's a pool, whether it's a haircut, we're always thinking about these different things, that when we're going to outlay our money for whatever it is we're contemplating buying, it's going to give us some sort of better life, we're going to look better, we're going to feel better, we're going to expedite a process, you know what whatever, whatever it is, it's going to make our lives better in some way. So think about the promise that you are making to your clients, how does it make them feel? How does what process are you taking them through from where they were to where they want to be? And that's where it all starts understanding what the problem is that you are about to solve for them? And then the second step is, what is your unique differentiating factor? How are you taking them through the process, you know, what your step by step process of taking them from the problem to their better life. And you know, once you get to step three, which is understanding fully what the better life is normal, now you've got a piece together, right? So it's like, you know, their problem, you know, how you take them through all the process to give them a better life. That's what you can mark it on. That's what you can build your business on. That's what you buy your products on. That's what you align your process on. That's what you align all of your people on. I mean, it all starts with ultimate clarity around the promise. So I'm just going to flip it back into our shoe stores. So we own some shoe stores here in Canada called utopia. And our promise to our clients is to help them look great and feel fantastic. So if everything we do is around helping them look great and feel fantastic. Well, I've even broken it down from that to a series of feelings and words. And they are ooh, ah, and, uh, ha. So if you think about look great, then you're thinking about looking in the mirror, and you're standing in your new pair of shoes that you're trying on, you're going Ooo, I look pretty good. So if we can deliver that feeling, then we're halfway there. And feel great. That's the ah, so you're standing there, you're, you know, you look good now, and I'm closing my eyes and I'm saying these feel fantastic. Well, that's when we've got them. So we've got them looking great. We've got them feeling great. And now we get over this psychological idea that either my shoes have to look great or feel great. Well no, it's not actually or it's and and that's the aha moment. I finally have found the perfect pair that look great and feel fantastic. So when we deliver that service when we deliver that sort of feeling to our clients, then we've got everything wrapped up that promises wrapped up. They go to the till they happily pay for the shoes and they walk out the door and they say, you know, what she told me is my favorite shoe store. So if we can deliver that kind of service and that kind of feeling, then we're going to have a repeat customer. So think about your promise and think about the language and think about the feelings that you can generate for them. You take them through their troubles, they're thinking about, I have to go to a wedding, and I'm going to be on my feet all day. And you know, I gotta feel good. But I have to look great, you know, all of this different stuff, and what's your system of taking them through their problem, you know, all of the different steps in the process of the sale, the sale process right through to when they're leaving, and they're looking back at your store, or they're finished your conversation on the phone, or whatever the case is, in order to take them through that sale procedure, so that when they look back at your business, they say, You know what, I'm going to do business with this person, again, because they align with me, they made me feel better. And at the end of the day, I feel as though I got good value. So think about all of those things around your promise. Think about those three portions, what's their problem? How do you solve it? And how does it make their life better? Once you've got that, then you can start building on all of these other peas in behind it. And they are just to recap, we're going to align our products and services to that promise. We're going to align our process, we're going to align our people so that we can generate the right amount of profit. And when you have the right amount of profit. That's when things get a little more free for you as the business owner. So here's your action step here today. Think about your promise. What are you going to do to maybe tweak it a little bit, maybe clarify the language a little bit, maybe better understand each of those three steps so that you can mark it towards them and you can bring in even more clients and even better team members, as well as outsource suppliers. Thanks for tuning in. And we'll see you next week on the business owner breakthrough. Now go and make it a great day

Unknown: 7:53

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