By Doug Stephens
In the end, the world doesn’t need what you’re selling. It doesn’t matter if you sell shoes, cameras, cars, goldfish or even iPads. The world can probably get by without it. And if by some chance they do need your product, they’ll get it somehow, with or without you. It’s a hard pill to swallow but it’s absolutely true. The world doesn’t need what you sell. 
This realization and the fact that what you sell guides only a fraction of your potential business success shouldn’t be cause for despair but rather a major step to enlightenment. Once you accept the idea, you can begin to redirect the energy being focussed on the inconsequential nuances of product, toward the things that will truly differentiate your business and allow you to stand out.
To that end, here are four simple questions you can ask yourself to test the strength of your value proposition, well beyond the products that you sell.
- Is the world somehow better off because your business exists?
- Do you provide customers with memorable and remarkable experiences?
- Do you develop bright, talented people who cherish the experience of working for you?
- Does associating with your business benefit the reputation of your suppliers?
The truth is, if you answered yes to all four questions you’re selling something much more meaningful, powerful and important than any product could ever be. And rest assured, the world needs lots of it.
This reminds me of a book by the great jazz pianist Kenny Werner entitled “Effortless Mastery” in which he helps musicians get over their destructive self-criticism to focus on creating beautiful music. He guides you in a meditation in which you do the following:
“Place a plastic bag over head, and secure it in an air-tight fashion. Breathe normally. Now, are you playing ‘outside’ enough? Are your changes hip enough? How is your comping? Wait two more minutes. Now, is free jazz legitimate or not? Is Ornette Coleman jive? Wait until five minutes have transpired. Are you really pushing the art forward? What if you are never really an innovator?”
He brings the point down on your head like a sledgehammer – jazz doesn’t really matter, and it SURE doesn’t matter if you play it or not, since jazz schools spit out a surplus of undifferentiated jazz musicians every eight seconds in this world.
That said, there’s only ONE YOU, and there’s a shortage of your unique view and ability to touch people. So practice that! But don’t sweat the rest.
The joy in putting time into an article lies in receiving brilliantly insightful comments like this one. Thanks Eric.
Hello Doug,
Just a quick note of appreciation. I thoroughly enjoyed a couple of your articles this afternoon. I passed this one along to my staff immediately. Great stuff!
Thanks for taking the time to share that with me Sean. I appreciate it and hope your team found some value.