You say you want it. You probably dream about having more of it. But you don’t — not really.
Even if we’ve never met, I know for certain that you don’t want money. “Ah … no.” I hear you say. “Believe me — I want money. Lots of it. Enough money to take care of myself and my family for the rest of our lives. Enough money that I don’t have to worry about paying the bills. Enough money that I can go on vacation and really relax. Enough money that I can spoil myself occasionally. And enough that I don’t have to worry about losing my job or getting too sick to work. To have all these things, I need money.”
Exactly. You want your family to be safe and secure. You want to be free from worry. You want to enjoy life. Notice that nowhere in that list is “I want to have an entry in a database on a server at a big corporation that says I have a certain balance, or a stack of printed paper that I can trade for stuff.” You don’t want money — you want the things that money can do for you.
If you visit a nearby deli and exchange money for a sandwich, you don’t want the money as much as you want the sandwich. But some people want the money more than a meal from a restaurant — they would rather make a sandwich at home and take it to work if it saves them a few bucks. They will take the money they save on lunch and use it for something else that they value more. Money represents value, and all value lives in the brain. Your customers don’t want their money, they want to trade it for things that they value. To demonstrate your value, you must communicate the value you offer.
Value is a complex intertwining of feeling and knowledge and habit and many other mental processes. To create a successful business — to create value that can be exchanged for money — blank page entrepreneurs must understand how to use communications to build value in the mind. There are thousands of ways to do this, and we’ll be exploring them in the coming days.
Feelings exist. Products and services exist. Money does not. It is only a placeholder for the value that exists in the minds of your customers, your employees and everyone else you do business with. It’s your offering — your unique combination of products, services and communications — that will enable you to create the value that can be traded for money and, therefore, to become a successful blank page entrepreneur.
Focus your attention on demonstrating the value that customers get for their money and the money will follow.