Okay, let's get on the same page here. What is "perspective"? This might sound like an obvious question.
For the sake of this post, we'll say that perspective is a particular attitude towards, or way of regarding, something. It is a person's point of view.
Viewpoint is one one the most powerful tools any human can utilize and, yes, its value goes far beyond business.
Why perspective matters.
It is the principle great marketers manipulate when building a brand and communicating its offering to prospective consumers. People are selfish. To be honest, we are all selfish. We look to satisfy our selfishness by selecting items that might meet our wants. Whether it's a refreshing soft drink or a brand new car, the reality is that with each of these products, we human beings are seeking out ways to fill desire. We determine those satisfiers by analyzing them. We always analyze, whether consciously or unconsciously, from our own perspective.
The power of being truly successful is learning how to master the complexity of understanding how the people that matter perceive your offering. Those who's brands have no lack of patronage with very little advertising have spent the time to speak directly to the need their targets are screaming to have filled.
They do so by tailoring the offering not only to fill that need, they do it by filling it with superior ownership of the category, in other words, a niche that is so direct and powerful that it makes it difficult for a competitor to own that spot. Imagine the selfish need for a bacon cheeseburger, the perception of value justifiably comfortable in filling said need and the quality of the offering is beyond reproach.
A restaurant that focuses on this as the brand will be successful. Think In N Out vs. McDonald's
Now here is the kicker, we can dig deeper will do so on the topic of Niche' soon. The key ingredient here, the real story is from the Chef's positional responsibility. Imagine a chef who thinks his view is the only one that matters. That what he considers a good burger is, well, be the same as his target. The reality is, he might be right, and he might be wrong, none the less if he doesn't look at how the key objectives view and perceive his burger, all efforts will be for not.
He may have the skill to make the best bacon cheeseburger in the world, but his choice in cheese may be a singular downfall. Considering the rest of the world may not appreciate Brie de Meaux.
Here is where the power lies in perspective.
Regardless of your offering, you should openly and honestly take a regular inventory of vital perceptive offerings that will impact your bottom line. Ask yourself and be honest when engaging these questions.
Then do something productive with the answers.
- How do my employees feel about being here?
- Do they love it and are they passing my vision, mission on to our clients?
- Is the real experience, I am providing to my patrons the best possible direct need filling, that a real leader in my category can offer.
- Is the price I am charging leaving my customers with a feeling of remarkable value?
- Will the people who came here come back on their own accord?
- Do I have to buy my clients or does my reputation precede me?
“We can complain because rose bushes have thorns, or rejoice because thorns have roses.” ― Alphonse Karr, A Tour Round My Garden
This post is just a sample of how a mature leader engages in perspective. Don't be afraid to take the lumps and have your feelings hurt. Your end goal is to be profitable, right? Then do so showing some mature wisdom and walking happily in other shoes.