Leaving corporate? Starting a business? Launching a new product?
In all of these scenarios, your brain will have been super active over a period of time dealing with countless decisions.
Consciously and unconsciously, you’ll keep weighing risk up against opportunities. That comes with the territory.
You’ll also filter dozens of ideas daily and day dream about the possibilities with equal measures of anticipation and frustration that it’s not happening right now, this very moment.
You’ll view your product offering from every angle. You’ll likely seek advice from countless suppliers about business models, financial imperatives, branding options, buying a website.
And deal with the administrative pile that comes with all of this.
The hard work of clarity
The one thing that probably won’t be top of mind is that you’re investing in the hard work of clarity. Because all this hard brain work doesn’t necessarily equate to clarity.
More likely, it drops you into a thick soup of uncertainty. As you layer each consecutive thought upon the next the probability of clearing the fog becomes less.
That’s the work of your Lizard. The voice in your head telling you it simply won’t work, no one will buy, you’re taking yourself to the brink.
Clarity is an elusive creature. It doesn’t come neatly gift wrapped in a box because you’ve been thinking so hard. Contrary to what we might assume as logical, just thinking hard will often drive this shy creature further away.
It’s been well documented that a large percentage of start ups fail. It’s also understood both through research and anecdotally that business owners are frequently caught in an endless roller coaster of idea, effort, disillusion, idea, effort, disillusion.
This monumental effort traps people on a treadmill of wasted time and money. Their Lizard’s gloat. Their confidence wanes.
Clarity works and is success in itself
1. Clarity filters ideas to a single focussed intention
Because clarity unearths exactly why, for exactly whom, we want what we want. What we want activates chemicals in our brain that fan desire.
When we desire something, (think about your first love), we become super focussed on getting it. That’s what we need to succeed. Super focus. We simply can’t bring the same single intention to multiple lovers. Or multiple ideas.
2. Clarity eliminates Multiple Offer Disorder (MOD)
If you’ve been doing something for any length of time, you’ve accumulated value, expertise and knowledge.
There will always be multiple ways in which you can assemble that value and position it in your market. Too often the temptation is to go to market with all iterations. If one offer covers off that segment of the market, why wouldn’t all the offers cover off an even bigger market.
You’ll see this on most websites. An array of choice that leaves visitors desperate to metaphorically turn on their heels and click the hell out of there.
In the work I do to help people clear their fog, often as we’re closing in on a well niched and structured core offer which aligns well to their stated intention and articulated purpose, the Lizard kicks in.
‘But what about this other work which I do so well?’ You can almost see its gnarly head hissing fear into it’s owners ear.
Here’s how clarity works. When you’re clear about your intention, your why, your reason for doing what you do, then you have the energy and dedication to take to market a clearly defined solution that will delight the right people. The people who most need what you have to offer. They’ll love you for it. They’ll join your clan.
You don’t have to abandon your other skills. In the first instance, you can bring them to the fray. Later on when you’ve captured your market eloquently, it’ll be your choice as to whether you expand the offer, or extend what you are doing so well to have a greater reach.
3. Clarity determines what you position
You, your business, your offer or your industry niche? That defines your business model. Each determines a different domain and a different purpose. This is the subject of a whole chapter in my book, Get It Right Online. Here it is: GIRO-edition2-read CLARITY
4. Clarity connects
You’re at a networking event. Someone asks you what you do.
Like a peacock you spread out your splendid tale of experience and wisdom. You illuminate them to the multiple ways in which you can make their life, business, health, wealth, risk, home, kids better. You hit them with the encyclopaedia of your accumulated knowledge, passion, belief and desires.
Because if you’re not clear how else do you make the best of this opportunity? By the time you’ve mouthed off the second acronym, they’re done. You’ve lost them anyway.
Same deal online.
When you’re clear, you answer in one line. It leaves people wanting to know more. If they don’t need what you offer, they know how to tell others about it. Because it’s simple, clear and authentic. They get your why.
5. Clarity eliminates the noise
All this thinking is just so noisy. Add in the hiss of the Lizard and it is little wonder waking in the early hours with your brain buzzing is an all too frequent occurrence.
Clarity takes the noise away. It shuts the Lizard up. It allows you to focus on just the next logical action you need to take to keep on building your work, block by block.
The same goes for any aspect of your business. Take blogging for example. When you’re clear about why you do what you do for whom, then blogging is not random. It is a block building exercise that continues post by post to build on why you do what you do for whom!
If you need help getting clear, we’d be delighted to help. You can find out how we work here.
This is another in the compelling Word Carnival series of gold for business owners. You can find the whole episode here.