Powering Growth

Business growth is electric. And that phrase is not just an emotional idea or a feeling. It is actually about a key concept in what drives the success of a fast scaling business.

Potential
And that is potential, and I’m using that term from my electrical engineering days. The pot potential is the, the voltage in a battery. The difference between the positive terminal and the negative terminal. The bigger that difference is, the more tension, if you will. There is the bigger power there is to be drawn from, to power, whatever that battery’s being used to drive in business. That potential that drives growth is pretty simple.

Their problem
On the one side of the battery is your ideal client’s problem. This is that thorny problem that they are thinking about every day that is relevant to what you do that they are driven to solve. So it’s got a lot of energy.

Your solution
On the other terminal is your solution. It’s the thing that you do that you’re so good at that no one else does. In exactly the same way that solves that painful problem that your client is grappling with. The bigger the gap between their pain and your solution, the stronger the drive they have and the more they’re attracted to you and what you can do for them. And the more likely it is that they’re going to commit and risk to work with you to solve that problem. Sometimes that tension is hard to live with for them, obviously, but also for you. So I encourage you to make sure you understand first of all their problem for the ones you can help and your solution. And don’t too quickly go to resolution. Make sure that you first paint that picture for them of that gap of the before and the after, so that they feel what’s there. They feel that potential, that that gap, that you’re gonna help them close.

B2B Clarity
Focus on the difference between your client’s life without you and with you as you talk about how you can help them. Don’t just talk about what you do because then you’re missing the potential.