Your business, any business, runs just 2 processes:
You make and keep promises:
and you improve how you do that:
Of course it’s a bit more complicated than that, because in order to share your Promise, you need to define what it is. We looked at how to do that last time.
And because your Promise of Value goes deep into the personality, behaviours and values of your business, it is usually much bigger than any given service or product you might offer. That means that what you actually offer is some packaging up of your Promise, to suit what your clients need right now. In the future, they might need something different.
Only then can you really Share your Promise effectively with the people you wish to serve:
A crucial benefit of defining your Promise is that it doesn’t just describe you. In describing the behaviours you embrace, the values you espouse and the change you want to make, you describe your ideal client too. The people who share your values, enjoy the same behaviours and are looking for the change you want to make.
These people will ‘get’ you. They want what you can do for them, in the way only you can do it. They will see the value you can give them, and be prepared to pay for it.
You are part of the same tribe. And now you know who they are, you can talk to them in a language they will recognise, and build your business processes to delight them.
If you keep your Promise well, the tribe will refer other tribe members to you, doing much of the work of growing your business on your behalf:
Together, these two processes – making and keeping promises, and improving how you do that – make up a dynamic system, taking feedback from how Share Promise and Keep Promise are working, and using that to improve how you carry out those activities, and to identify new ways to Package your Promise. All driven by your Promise of Value – what you do for the people you serve.
You’re a successful business, you already have something like this in place. Of course.
But if you want to scale it, sell it, or spend less time in it, you have to make sure it all happens on purpose, whether you are there or not.
Building your business as a system will enable that to happen.
Building it as a system for making and keeping promises will enable that to happen without sacrificing any of the personality and humanity that makes your business unique.
And if you think of it this way, the way you go about building it will be very different from business as usual.