A useful tool

OK - you're already in business or you've got a great idea for a business but know that it hasn't quite reached its potential - what do you do?

I like to take things back to basics. First we need to decide what it is you're really selling. Take these examples:

Coke sells sugary fizzy water but really sells fun
Telecom sells phones and services but really sells human connection
Mercedes sells well engineered cars but really sells prestige
Dualit sells expensive toasters and kettles but really sells design

What do you really sell?

This is what I call the angle. Discover your angle and you'll discover your potential. Strangely, discovering your angle is both hard and simple. That is, as you're so close to your business it can be very hard to get a true perspective on it. On the other hand the angle is usually there already and it's just a matter of unlocking it.

As part of the process of working with you, I will put your business through the ‘Angle Grinder!’ and we'll discover your point of difference.

Once you have this, the rest will follow, and you'll find that things become more focussed and easier. Without this you'll never successfully communicate your brand.

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