The single most important question in business

By evoke
October 25, 2011

Why should I choose you? It is a question you are asked in so many ways, thousands of times every day:

What do you do?

Why should I buy your product or service?

What makes you different?

Can you give me a better price?

Why should I work for you?

Why shouldn’t I leave to take that job offer from our competitor?

Why should I hire you?

Why should I invest in you?

Why should I be on your board?

Why should I donate to your cause?

Why should I volunteer for your organization?

Why should I buy your book?

Why should I read your blog?

Why should I subscribe to your newsletter?

Why should I visit your website?

Why should I return to your website?

Why should I trust your brand?

Why should I come to your store?

Why should I attend your public speaking presentation?

Why should I attend your conference?

Why should I visit your tradeshow booth?

Why should I subscribe to your RSS feed?

Why should I vote for you?

Why should approve your recommendation?

Why should I join your workgroup?

Why should I attend your function?

Why should I return your call or email?

Why should I partner with you?

Why should I, as a supplier, give you special treatment?

Why should I give you a loan or a line of credit?

Why should I give you a grant?

Why should I sponsor your event?

The answer influences every area of your business at every level:

How successfully you develop products and services

How convincingly you brand, market and advertise

How quickly and easily you sell

How cooperatively your executive team works

How you inspire your employees to perform at a higher level

How effectively you attract the right talent

How credibly you communicate with – and get agreement from – your shareholders and board

How effectively you manage suppliers

How valuable you are to strategic partners

How quickly you are able to innovate and adapt

How powerfully people – internally and externally – tell your story and sell your brand

Why should I choose you? A question with such far reaching implications everywhere and at every level of your organization. That is what makes it the single most important question in business.

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