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.