Great businesses are involving. They talk with you, not at you. They make you think and get involved. They connect. They make you feel the same way Vic and Bob made you feel when they asked that question on Shooting Stars:
“True or false? Jim Kerr from the pop group Simple Minds was born in Spain and was actually christened Juan ?”
The only way that’s funny is if you think, get involved and connect.
And so it follows that if the way you communicate your business is all facty and explainy, that’s no good. Because it’s not involving, it’s just telling. And if the way you communicate your business sounds like some undentable crusade, that’s no good either. Because it’s not involving. It’s just a pipe dream.
Involving businesses do four things:
- They are consistently focussed on making a clear and precise change.
- They can clearly have significant impact on that change.
- The change is change you care about.
- The change is change you can tangibly help them to achieve.
With those four things in place, you have an involving business. Your audience will think, get involved and connect. And if you don’t? They just won’t.