Even if you are applying a rigid
methodology, the way you implement
or apply it is influenced by who you are
as an individual. Your “How” must be
different from everyone else’s in at least
one significant way.
Exploring your unique approach
also helps you discover which specific
aspect of the general service you excel.
You may find that you are so good in
one particular area that you can create
an entirely new niche within your
general category.
Can you define your uniqueness
to the point where you can turn your
“How” into your “What”?
“DEEPER WHY”
DIFFERENTIATION
Why do you do what you do?
Now, before you spout off a platitude
about wanting to help people, think carefully about the question. I am not asking
why you decided to become a speaker; I
am asking why you are so drawn to the
specific challenge you unearthed in the
“How” differentiation layer.
If you’re like many speakers, consultants, coaches and other independent
LAYER 5TH
What makes you
truly different is the
basis of your self-confidence, your
competitive advantage in your market
and, ultimately,
your success in life
and business.
LOOK UP…WAY UP!
Now that you’ve dug your way to the
bottom layer, look up through the
layers above you. Can you redefine all
of the elements that sit directly above
your “How” and “Deeper Why”?
Throw away anything that doesn’t link
directly to your core.
professionals, your “Deeper Why” can
be traced back to a deep pain, challenge
or shame you experienced in your personal life history.
You no longer need to do it all. You
can focus on the piece that you do
better than anyone else in the world,
and you will have the archeological site
all to yourself. What makes you truly
different is the basis of your self-confidence, your competitive advantage
in your market and, ultimately, your
success in life and business.
It’s where you are most vulnerable.
Perhaps the challenge you are driven
to solve today is a challenge you faced
or a lesson you learned the hard way. It
could be that the lesson you teach is the
same lesson you continue to learn over
and over again. Maybe you are driven
by the shame and hurt that was passed
down to you by your parents.
You are now standing on the
foundation of your authentic differentiation. You are standing in the place
where you have the most passion, the
most power and the greatest opportunity to make the change you are driven
to make.
Isn’t this what you want to be
known for?
The “Deeper Why” layer of differentiation exposes the most vulnerable part
of you. That’s what makes it authentic. It’s in this layer where you’ll find
your most powerful signature stories.
Keep in mind, you cannot arrive at that
discovery without digging through the
higher levels first and sifting through
the dirt and debris.
In the past 25 years, Michel
Neray has been an award-winning copywriter, an
Internet pioneer, a tradeshow
pitchman and a senior sales
Again, what is the “Deeper Why” of
what you do?
and marketing executive. Neray created The
Essential Message to help companies and
individuals discover their true differentiation and communicate it in the most
compelling way. For more information, visit
www.essentialmessage.com.
