What I’m about to share with you, I believe is more important than anything else that you can learn about. It’s never been easier to get your story out there and that’s the great news, but because it’s never been easier, it’s never been harder to get people to care.
You’re a successful business owner, you’ve really figured out how to help a lot people with your product or service. Your product is changing people’s lives. Everyone’s telling you you have a great product and everyone’s telling you you’ve nailed it, and now it’s time to scale it. Your wife’s asking you when are you going to finally make more time for the family and you tell her, “Hey, I’ve gotta hire more people. I’ve gotta make more money so that I can hire more people.” And you’re trying to break through by working harder, taking more sales meetings, putting more time into different projects that you think are going to make you breakthrough. Your business partner’s telling you, “Hey, we have to change the way we’re doing things.” Your employees are telling you, “Hey, we need to get online, especially the younger ones who know the potential of digital marketing.
And you understand that the future’s online, but that’s not how you built your business. You built it the old fashioned way through networks and through word of mouth and through great sales processes, but you’ve reached the limit of what you can achieve in this model, and you know the future’s online. Yes, it’s important, but none of that stuff’s gonna work. None of that stuff really matters until you get one thing right and that’s story. Story matters. Now more than ever. If you think about it, the ancient art of storytelling is so important. It’s always been with us. It’s how we’ve connected with each other.
There’s never been a time in human history like this. There’s never been a time like this where it’s so easy to get your message out there. And that’s the good news, but the bad news is that because it’s never been so easy, because everyone has the power to publish, because everyone’s putting their message out there, everyone thinks they have a story to tell, it’s never been harder to get someone to care about your business. It’s never been harder to get someone to listen to your message about how you can help them and that’s what I call the paradox of the digital age. It’s never been easier to get your message as a business owner out there, but it’s never been harder to get someone to listen or to care.