Selling the dream, Creating Opportunity

There's only one thing harder than starting a new business: it's re-inventing one that already exists (why do you think advertising agencies out there charge an arm and a leg?)

OK. So, how do human beings reinvent themselves? Why should the process be any different for a business, i.e., brand entity? Yes, I know that isn't exactly a rhethorical question. But, dear me... having gone through talking to business owners about brand essence, values, etc, etc, the problem is the same whether you are talking about one human being or a collective business entity: lack of self knowledge and lack of vision.

A good friend of mine impressed upon me yesterday that "in life, people are successful at what they value." This, of course, led me to ask myself... what do I value?

Amongst the usual answers of good friends, family, and meaningful relationships, past the mention of love, life, and the pursuit of happiness, I stumble upon the resounding truth in the reply, "I value human potential."

I think that people (customers, that is) these days want to believe in you and what you do. Not only do people buy from people they like, they buy from you because they also believe in your processes. It's not enough that your product is sexy, has all this list of benefits, and comes in just the right shade of perriwinkle blue ('coz face it: there will always be someone somewhere out there who's managed to come up with a sexier product that's shinier, bigger, and comes in a rainbow of colours with a set of steak knives on offer free with every purchase). The people behind the brand tells the story better than any benefit-driven product advertising ever can.
Customers go for brands that tell some story worth remembering, brands they resonate with and on some level remind them of their own personal narrative.

Translating that back into why I do Gooru and why I am in the business of marketing and immersed in everything else I do...well, I value human potential -- mine along with everybody else's.

With Gooru, the core of our vision is to empower people to be the best they can be. Gooru members don't have to be anybody else but true to themselves AND true to the vision of who they see themselves becoming. At Gooru, we're not necessarily reinventing the wheel. I see what we do as more about creating an opportunity for people to get to know themselves better and, if they haven't already done so, formulate a vision and use the right tools in order to continually sharpen that vision.

It's early days, but if any of the above struck a chord with you, gentle reader, I invite you to visit www.gooru.com.au and tell us what you think.