The tie that binds

What exists between you and your customers/buyers/followers/fans is the furthest distance known to man until you discover the tie that binds.

The tie that binds is the personal relationship between the guided (your customer) and the guide (you and your company). Nobody can commoditise this most important aspect of transformation, because it is an effective and lasting barrier to competitor interruption and entry.

But you can't be a transformer without someone giving you permission to be transformed. In that gap exists the point where your story meets a listening ear, a watchful eye and a motivated heart or mind.

What is the tie that binds you with your fans? That's up to you to discover but here's some suggestions on where to start.

Shut up and listen.

Be still and watch.

Reject before accepting.

Hate your product.

Question your company’s very existence and what need or want your products really fulfil.

Uncomfortable? Very. Hard to do? Without the right process, analysis and a daring attitude? Absolutely. Counter productive? Not even. 

See, while extremes of thought and action (there are many; those are simply to make my point) there’s the core idea in each of those that by at least thinking or acting in the opposite way that you (and your competitors) normally would then you’ve begun creating the tie that binds to create the most unique, remarkable offer and story imaginable. It’s an exercise in fundamentally letting go of any arrogance you have towards the brand you call yours, your products and what you do every day to make a difference.

And once you’ve found the tie that binds?

Distill it down to a single word or at least set of words that can coexist as a single-minded proposition.

Make it bold, not ethereal and then put it and nothing else at the heart of your marketing strategy and all those responsible for executing it (in fact, your entire organisation and company culture), courageously sacrificing any temptation to stray from the course.

It’s hard but it will always create a more meaningful relationship between you and the tribe of individuals you refer to as your market.