Actually, the A-board said this: “Cafe Latino – Love in a cup – Instant human – Just add coffee – Free WiFi” – I hope you can see why I read it the way I did. The coffee was great, the service friendly and attentive and the Wi-Fi worked (even outside); however, that’s not my point. My point is that this cafe knows what it is for: its Purpose, its “Why”, is to deliver a great food and beverage experience, with love, or with Passion, if you will. And because it knows its Purpose, it is able to communicate it, to and through its Team, to its Customers.
This reminded me of some other A-boards I’ve seen recently; all communicating, in a few words, and with humour, why I should buy what they do, As Simon Sinek has said, “People don’t buy what you do, they buy WHY you do it.”
As so often, marketing guru Seth Godin goes further, when he says “If you can’t state your position in eight words or less, you don’t have a position”. And the “Uber-Guru” Tom Peters, who describes Seth’s point as “a profound statement”, argues that every business needs to develop, and communicate – in order to engage and excite its Team and its Customers – a “Remarkable Point of View“. In other words, our “Elevator Pitch”; our “RPOV.8” (“Remarkable Point of View…captured in eight words or less” – Peters); or what I would call, “The A-board Challenge” – could YOU ask your newest Team member, right now, to write out YOUR organisation’s “Remarkable Point of View”, in eight words (or less)? And if so, is that what you, they, and your whole organisation are striving to deliver, every day?
If you’re wondering why this matters, or would like support with developing and communicating your “Remarkable Point of View”, why not get in touch?