Strange as this may sound to marketers, there is sometimes more to something than pure marketing. Yes, I know, I was surprised too. Sometimes there’s an actual business to consider too.
Seth Godin encapsulates this brilliantly in one of his always-inspiring daily missives I’m fortunate to subscribe to:
How to talk about your project
Not in a marketing sense, but strategically, to yourself, your partners, your coaches, your investors:
What is it for? When someone hires your product or service, what are they hiring it to do?
Who (or what) are you trying to change by doing this work? From what to what?
How will you know if it’s working?
What does it remind me of? Are there parallels, similar projects, things like this that have come before?
What’s the difficult part?
How much of your time and focus are you spending on the difficult part?
What part that isn’t under your control has to happen for this to work? (Do you need to be lucky?)
How much (time and money) is it going to take to find out if you’ve got a shot at this working out?
What assets do you already own that you’ll be able to leverage?
What assets do you need to acquire?
After the project launches, what new assets will you now own?
From which people will you need help? Do they have a track record of helping people like you?
Is it worth it?
Successful project organizers are delighted to engage in a conversation about all of these questions. If you’re hiding from them, it’s time to find out why.
Personally speaking I find his practical style of writing very crisp and direct and exactly the antidote I’m looking for, to balance my own verbose meanderings. Thank you, Seth.