First up: MISSION
Sure, it sounds like you’re about to launch off the deck of an aircraft carrier. But sorry. No. You’re not going to have to do anything like that.
What you will do, however, is find what is known as the ‘Beneficial Difference’ you make in the life of your client.
It’s WHAT you do ‘for’ someone and, it’s WHY they care to part with their hard-earned funds and hand them over to you.
One of the best ‘Missions’ I’ve ever heard:
You’ve probably heard the VP at Craftsman — the Sears subsidiary that argued, “We don’t sell hand-drills . . . we sell holes” or the executives at Kodak that said, “We don’t sell film (well, not anymore!) . . . we sell memories”.
But the ‘top prize’ has to go to Helena Rubenstein, the cosmetics mogul who once was reported to say to a reporter, “I am not in the cosmetics business, dear . . . I’m in the “I want to get lucky on Saturday night’ business . . . and if I forget that, I won’t sell very many cosmetics!”
Mission . . . is the beneficial difference you make in the life of your client