WHO, WHAT & WHY

Let me introduce you to the three w’s: who, what, and why.
They will determine your success.
Okay, you can be successful without them, but it would be like boarding an airplane and hearing the pilot say, “We’re flying to New York without navigational help. Hopefully we’ll get there!”
It’s not wise when you can just use the tools you have and get there quicker.

Why do you need who, what, and why?

When you have a who, you know where to find your potential customers. You know where to engage them and bring them back to your headquarters.
When you have a what, you can speak to your customers in their language, so they understand you and know that you’re the go-to person when they want their problems to go away.
When you have a why, your customers know they can trust you, because you have the expertise, and you have proof that what you do works.

How do you clarify your who, what, and why?

You have to get very specific. Let’s say you want to help people get fit. That’s way too broad. Who do you want to help, specifically?

Maybe you help new moms lose their baby weight. That would be getting closer to clarifying your who. But you should go even further, and pick just one mom you can interview on her biggest frustrations and dreams.
The what would simply be the baby weight. And the more specific you make that, the better.
The why could be that you have a child of your own and getting fit after your baby was tough, and you had to go through a lot before you figured out how to do it.

“This feels wrong. It’s too specific.”
Yes, and that’s exactly why you will be way ahead of the competition when you take the time to clarify who you help, what you help them with, and why they should listen to you.
Most people are bland.
They don’t stand out.