At Brightscout, we’ve faced our fair share of challenges when it comes to defining our point of view (POV). Despite having a rough outline and a general idea, we haven’t been entirely satisfied with it. Our POV felt incomplete, and recent feedback from our team highlighted that some members struggled to describe our culture, which was troubling. This realization led me to delve into Simon Sinek’s groundbreaking book, “Start with Why.” Here, we’ll explore the importance of creating your company’s POV and offer practical advice on how to develop one that resonates with your audience.
Why Your Company’s POV Matters
Having a clear and compelling POV is essential for any business looking to thrive in a competitive market. It not only sets you apart from the competition but also connects you more deeply with your audience and provides a consistent direction for your company.
- Differentiation: In a sea of similar products and services, your POV helps you stand out. It tells customers why your company is different and why they should care.
- Connection: A well-defined POV fosters a deeper connection with your audience. People are drawn to brands that share their values and beliefs.
- Consistency: A clear POV ensures that all your communications are consistent, reinforcing your brand message across all touchpoints.
- Direction: Your POV serves as a North Star, guiding your company’s decisions and strategies. It keeps you focused on your core mission and values.
- Motivation: Internally, a strong POV can inspire and motivate your team, fostering a sense of purpose and belonging.
How to Create Your Company’s POV
Developing a strong POV requires introspection and a deep understanding of your company’s core principles. By following a structured approach that includes defining your why, identifying your values, and articulating your vision, you can craft a message that resonates authentically.
- Start with Why: As Simon Sinek emphasizes, begin by understanding the core reason behind your business. Why does your company exist? What impact do you want to make? This fundamental question is the cornerstone of your POV.
PRO TIP: Reflect on the pain point you were trying to solve and what inspired you to start your venture. Your origin story holds clues to your deeper “why.”
- Identify The Values you Hold Sacred: Reflect on the values that drive your company. These are the principles that shape your culture and influence your decisions. Your values should be evident in your POV.
- Know Your Audience: Understand who your customers are and what they care about. Your POV should resonate with their needs, aspirations, and challenges.
- Articulate Your Vision: Clearly articulate what you aim to achieve. Your vision is a forward-looking statement that outlines the future you are working towards.
- Craft Your Message: Develop a concise and compelling message that encapsulates your why, values, and vision. This should be easy to understand and remember, making it effective across all your marketing materials.
- Be Authentic: Authenticity is key. Your POV should be a genuine reflection of what you believe and stand for. People can quickly sense when a company’s message is disingenuous.
- Seek Input from Your Team: Involve your team in the process of defining your POV. This not only ensures buy-in but also enriches the POV with diverse perspectives and insights.
- Communicate Consistently: Once defined, consistently communicate your POV through all channels. Whether it’s your website, social media, or customer service, your POV should be evident in everything you do.
Putting Your POV into Action
Once you’ve defined your POV, the next step is to integrate it into every aspect of your business. From your website content to marketing campaigns and customer interactions, consistently communicating your POV ensures it becomes an integral part of your brand identity.
- Website and Content: Your website is often the first touchpoint with potential customers. Make sure your POV is prominently featured and integrated into your content strategy.
- Marketing Campaigns: Design campaigns that highlight your POV. Use storytelling to convey why your company exists and how it makes a difference.
- Customer Interactions: Train your customer service team to embody your POV in their interactions. This creates a cohesive brand experience for your customers.
- Employee Engagement: Regularly communicate your POV to your team. Encourage them to share stories and examples of how they live out the company’s values.
- Feedback Loop: Continuously gather feedback from both customers and employees to ensure your POV remains relevant and impactful.
Conclusion
Creating your company’s POV is a strategic imperative. By starting with why and building a message around your core values and vision, you can differentiate your brand, connect with your audience, and guide your company towards sustained success. Embrace the principles from “Start with Why,” and let your POV be the driving force that propels your company forward.
Written by Charles Haggas, Brightscout's co-founder.
