Who Cares?

One statement that can really set you back on your heels is "Who cares?". That statement can be made by someone who quite honestly could care less about your product / service / comment / etc. In that case you may well be startled or perhaps become upset at the comment. However, it can also have a very positive effect.

Consider this scenario. You are meeting with a friend and seeking input on how to promote something. It could be a service you provide, a program you are passionate about, a charity function. In my case it was quite simply a labour of love so to speak, my recently published book.

To explore how to go about publicizing this work I met with a good friend. After some social chat he bluntly asked me the question "Who cares?" At first the question took me by surprise. Then the great wisdom behind those two words started to materialize.

Clearly the majority of entrepreneurs have a passion for what they do. It may not be everyone's cup of tea, but for them it is everything. It is that passion that drives them forward. It is that passion that keeps them labouring at their craft in spite of setbacks and failure. They are out there selling something they truly believe in, but to whom are they selling. Are they truly marketing to the people they should be marketing their product or service to?

If we simply stop, take a deep breath and bluntly and honestly answer that question we would be so much further ahead. Our efforts would be reaching those who do care about what we are promoting. The result would be far more acceptance. This would in turn result in the building of our confidence and resilience for the fewer rejections that will inevitably still occur.

So, the next time you are preparing a presentation, a sales pitch, a promotion flyer, before you send it out to the world, ask the question "Who Cares?" Then contact those folks. For this and some great music I thank my new sounding board. Thanks Howard.