1 00:00:00,300 --> 00:00:06,980 Gift biz unwrapped episode 178 today we are going to talk 2 00:00:06,980 --> 00:00:11,810 about how you can discover the two why's behind your business. 3 00:00:12,230 --> 00:00:17,050 Yes, there are two why's and when you've identified your wise, 4 00:00:17,440 --> 00:00:22,810 the purpose behind all your effort becomes so much clearer and 5 00:00:22,840 --> 00:00:26,920 consequently the actions that you take for your business are right 6 00:00:26,920 --> 00:00:29,200 in line with your why's. 7 00:00:29,520 --> 00:00:31,170 We're going to go through all of that today. 8 00:00:31,170 --> 00:00:33,960 It probably doesn't make complete sense to you now, 9 00:00:34,230 --> 00:00:35,400 but stay tuned. 10 00:00:35,430 --> 00:00:36,210 It will. 11 00:00:36,500 --> 00:00:38,000 When we're done with this podcast, 12 00:00:38,090 --> 00:00:42,440 you're going to have direction on and possibly already have identified, 13 00:00:42,530 --> 00:00:49,640 know and understand the two why's behind your business Attention gifters, 14 00:00:49,670 --> 00:00:50,810 bakers, crafters, 15 00:00:50,810 --> 00:00:53,840 and makers pursuing your dream can be fun. 16 00:00:54,080 --> 00:00:57,530 Whether you have an established business or looking to start one 17 00:00:57,530 --> 00:01:00,200 now you are in the right place. 18 00:01:00,440 --> 00:01:02,810 This is gift to biz unwrapped, 19 00:01:03,020 --> 00:01:06,650 helping you turn your skill into a flourishing business. 20 00:01:06,950 --> 00:01:10,490 Join us for an episode packed full of invaluable guidance, 21 00:01:10,610 --> 00:01:14,630 resources, and the support you need to grow your gift biz. 22 00:01:14,870 --> 00:01:17,360 Here is your host gift biz gal, 23 00:01:17,510 --> 00:01:18,710 Sue moon Heights. 24 00:01:20,150 --> 00:01:20,540 Hi there. 25 00:01:20,780 --> 00:01:24,600 It's Sue And welcome to the gift biz unwrapped podcast. 26 00:01:24,870 --> 00:01:28,050 I'm solo behind the mic today to talk to you about 27 00:01:28,050 --> 00:01:31,470 these two very important why's for your business. 28 00:01:31,890 --> 00:01:35,400 I was recently at a convention and one of my favorite 29 00:01:35,400 --> 00:01:38,700 things that we do there is something called speed coaching. 30 00:01:39,210 --> 00:01:43,290 Six of us who are on faculty set appointments with people 31 00:01:43,290 --> 00:01:48,660 and for 15 minutes we did some mini coaching sessions and 32 00:01:48,690 --> 00:01:51,960 what I really love about these is we get straight to 33 00:01:51,960 --> 00:01:52,650 the point, 34 00:01:52,950 --> 00:01:55,710 the people who have signed up really think through what they 35 00:01:55,710 --> 00:01:58,470 want to talk about because they only get 15 minutes, 36 00:01:58,500 --> 00:02:02,480 right? We dive right in and it's so interesting how in 37 00:02:02,480 --> 00:02:06,290 such a concise amount of time we really get to some 38 00:02:06,350 --> 00:02:09,230 true breakthroughs and aha moments. 39 00:02:10,160 --> 00:02:11,480 This time around, 40 00:02:11,810 --> 00:02:15,890 I really identified something that's been bothering me for a while 41 00:02:15,920 --> 00:02:18,950 and I decided that it's a reason why I want to 42 00:02:18,950 --> 00:02:21,470 approach this here with you and talk about it. 43 00:02:21,890 --> 00:02:25,310 The event that I was at was the national gift basket 44 00:02:25,310 --> 00:02:28,790 convention and when I first sit down with my speed coaching 45 00:02:28,790 --> 00:02:31,400 clients, I want to know about their business. 46 00:02:31,430 --> 00:02:34,400 I want to see how they're presenting their business. 47 00:02:34,430 --> 00:02:35,120 To me, 48 00:02:35,840 --> 00:02:39,590 typical of most of us as we're starting out until we've 49 00:02:39,590 --> 00:02:41,180 discovered our wise, 50 00:02:41,450 --> 00:02:45,440 I was hearing the same thing from every single person and 51 00:02:45,440 --> 00:02:48,530 what they really thought was something special, 52 00:02:48,530 --> 00:02:52,670 unique to them were words that were being repeated by every 53 00:02:52,670 --> 00:02:54,620 single person who came in front of me. 54 00:02:54,860 --> 00:03:00,190 So it really unfortunately wasn't that special at all in terms 55 00:03:00,190 --> 00:03:02,710 of the way they were describing their business. 56 00:03:02,950 --> 00:03:04,480 But truth be told, 57 00:03:04,570 --> 00:03:08,290 each and every company and business owner had something that was 58 00:03:08,290 --> 00:03:11,500 really unique and special about their business. 59 00:03:11,710 --> 00:03:14,890 Stick with me here because even though we're talking about gift 60 00:03:14,890 --> 00:03:16,210 basket businesses, 61 00:03:16,570 --> 00:03:20,970 this can apply to any business out there within the gift 62 00:03:20,970 --> 00:03:21,810 basket in industry, 63 00:03:21,810 --> 00:03:26,640 especially the smaller single business owners who run smaller businesses, 64 00:03:26,640 --> 00:03:26,940 you know, 65 00:03:26,940 --> 00:03:27,780 with employees, 66 00:03:27,780 --> 00:03:29,760 not just necessarily themselves. 67 00:03:30,030 --> 00:03:34,950 The big thing within the gift basket industry is customization because 68 00:03:34,950 --> 00:03:37,020 you can pick out specific products, 69 00:03:37,050 --> 00:03:40,890 you can design a basket with different containers. 70 00:03:40,980 --> 00:03:42,930 Boxes are really popular these days. 71 00:03:43,170 --> 00:03:48,090 You can put different ingredients in the baskets or boxes that 72 00:03:48,090 --> 00:03:50,610 can be customized to a recipient. 73 00:03:51,000 --> 00:03:53,400 Additionally, there can be custom messages, 74 00:03:53,460 --> 00:03:54,570 custom ribbon, 75 00:03:54,990 --> 00:03:55,830 all of that. 76 00:03:56,190 --> 00:03:59,580 So that's what people were telling me about their business and 77 00:03:59,580 --> 00:04:02,820 why they were unique because they were able to do that 78 00:04:03,120 --> 00:04:04,200 when in reality, 79 00:04:04,230 --> 00:04:07,950 the hundred and 60 so people who were at this conference 80 00:04:08,250 --> 00:04:10,620 could all do the same thing again, 81 00:04:10,620 --> 00:04:15,540 there really wasn't a unique different to the businesses as they 82 00:04:15,540 --> 00:04:16,770 were being presented. 83 00:04:17,470 --> 00:04:20,260 So I want you to think for yourself with your business, 84 00:04:20,440 --> 00:04:25,750 how are you presenting yourself to the world and are you 85 00:04:25,750 --> 00:04:30,280 really diving in and explaining what is so special about your 86 00:04:30,280 --> 00:04:34,780 business? This is the base behind the two whys and if 87 00:04:34,780 --> 00:04:36,280 you're not sure if you're saying, 88 00:04:36,280 --> 00:04:37,330 Sue still, 89 00:04:37,750 --> 00:04:39,370 I have no idea what you're talking about. 90 00:04:39,820 --> 00:04:41,890 We're going to dive into that right now. 91 00:04:42,420 --> 00:04:44,550 If you haven't identified your wise, 92 00:04:44,700 --> 00:04:49,680 most likely you're not communicating in a powerful or memorable way 93 00:04:49,980 --> 00:04:51,210 about your business. 94 00:04:51,570 --> 00:04:51,960 You see, 95 00:04:51,960 --> 00:04:55,770 it's up to us to excite people about learning more and 96 00:04:55,770 --> 00:04:57,540 wanting to work with us. 97 00:04:58,260 --> 00:05:01,290 There are two why's that we're going to analyze here. 98 00:05:01,650 --> 00:05:05,730 The first one is why you are in business from a 99 00:05:05,730 --> 00:05:07,230 personal perspective. 100 00:05:07,740 --> 00:05:11,580 And the second is what your business does. 101 00:05:11,670 --> 00:05:14,850 That's a value to your potential customer. 102 00:05:15,030 --> 00:05:15,630 In other words, 103 00:05:15,690 --> 00:05:17,760 why your product is useful, 104 00:05:17,790 --> 00:05:19,680 why people should buy from you. 105 00:05:19,960 --> 00:05:22,900 Just going to break these down individually and let's get started 106 00:05:22,900 --> 00:05:24,010 with the first one. 107 00:05:24,400 --> 00:05:28,510 Why are you in business to discover this? 108 00:05:28,540 --> 00:05:31,840 You have to be brutally honest with yourself. 109 00:05:32,380 --> 00:05:34,330 Think back to how you started. 110 00:05:34,810 --> 00:05:36,550 Did you have a vision? 111 00:05:37,540 --> 00:05:40,390 Did someone else suggest to you that you should start your 112 00:05:40,390 --> 00:05:41,320 own company? 113 00:05:42,310 --> 00:05:45,280 Did it come from a place deep within that was just 114 00:05:45,280 --> 00:05:48,430 a passion and you wanted to do more and more of 115 00:05:48,430 --> 00:05:51,340 it and you figure if I can monetize this, 116 00:05:51,640 --> 00:05:55,180 then this is what I can do all the hours of 117 00:05:55,180 --> 00:05:56,200 my working day. 118 00:05:56,910 --> 00:06:00,090 Or were you looking for freedom from your nine to five? 119 00:06:00,180 --> 00:06:02,940 You just weren't happy with the career or the job that 120 00:06:02,940 --> 00:06:03,510 you have. 121 00:06:03,780 --> 00:06:07,170 So you want to break free from that cubicle jail if 122 00:06:07,170 --> 00:06:07,770 you will. 123 00:06:08,550 --> 00:06:11,700 Or perhaps you want to work while you're at home with 124 00:06:11,700 --> 00:06:12,270 the children. 125 00:06:12,270 --> 00:06:15,210 You want to be bringing in and contributing money to the 126 00:06:15,210 --> 00:06:16,530 family income, 127 00:06:16,830 --> 00:06:19,290 but you also want to stay home with your children. 128 00:06:20,400 --> 00:06:23,820 Perhaps you're at a point where you are ready to retire 129 00:06:23,820 --> 00:06:26,220 from a career that you've had for years, 130 00:06:26,220 --> 00:06:27,330 if not decades, 131 00:06:27,560 --> 00:06:30,170 but you're not ready to stop working yet. 132 00:06:30,440 --> 00:06:33,620 So this in terms of your new business or the business 133 00:06:33,620 --> 00:06:36,470 that you're currently in is a second career. 134 00:06:37,040 --> 00:06:40,490 These are all things to really just make sure that you 135 00:06:40,490 --> 00:06:44,450 understand that this was the start of why you're in business 136 00:06:44,510 --> 00:06:47,660 today or why you're thinking of starting a business. 137 00:06:48,150 --> 00:06:50,460 The second thing I want you to think about with this 138 00:06:50,460 --> 00:06:53,550 personal, why is feelings, 139 00:06:53,790 --> 00:06:57,420 so you might have your logical reason about why you wanted 140 00:06:57,420 --> 00:06:58,290 to start your business, 141 00:06:58,290 --> 00:06:59,640 which is what we just covered, 142 00:06:59,890 --> 00:07:01,660 but what is the end result? 143 00:07:01,690 --> 00:07:05,620 What is the feeling and the value that having a business 144 00:07:05,680 --> 00:07:07,030 gives to you? 145 00:07:07,600 --> 00:07:09,910 It could be just flat out pride. 146 00:07:10,240 --> 00:07:12,550 Maybe you want to prove to somebody in your family that 147 00:07:12,550 --> 00:07:15,820 you could do it because you've always wanted their respect. 148 00:07:16,240 --> 00:07:18,430 Now that's kind of a harsh pill to swallow, 149 00:07:18,430 --> 00:07:20,200 but you should be honest with yourself. 150 00:07:20,530 --> 00:07:22,600 Maybe that's why you started your business. 151 00:07:23,230 --> 00:07:27,190 Maybe you love the idea of owning something for yourself and 152 00:07:27,190 --> 00:07:30,550 the idea of building something and making it out of nothing 153 00:07:30,610 --> 00:07:32,590 really, really excites you. 154 00:07:33,130 --> 00:07:35,500 Perhaps maybe the challenge of a business, 155 00:07:35,830 --> 00:07:40,570 the excitement of having to confront problems and challenges and overcoming 156 00:07:40,570 --> 00:07:43,210 obstacles is something that you really love. 157 00:07:43,570 --> 00:07:44,110 Now. Yes, 158 00:07:44,140 --> 00:07:45,520 I'm sure some of you are saying, 159 00:07:45,520 --> 00:07:46,150 well, you know, 160 00:07:46,150 --> 00:07:49,150 no, I'd rather have it all go smoothly all the time 161 00:07:49,450 --> 00:07:51,760 and we all know that that's not the case, 162 00:07:51,790 --> 00:07:53,380 but there are people who really, 163 00:07:53,380 --> 00:07:55,390 really do love the challenge, 164 00:07:55,630 --> 00:07:56,290 the hunt, 165 00:07:56,350 --> 00:07:57,910 the pursuit of a goal. 166 00:07:58,570 --> 00:08:02,020 So all of these are also things to consider when you're 167 00:08:02,020 --> 00:08:05,620 thinking about and being really honest with yourself, 168 00:08:05,980 --> 00:08:07,930 why you're in business. 169 00:08:08,520 --> 00:08:10,350 One thing I want to point out here, 170 00:08:10,620 --> 00:08:13,320 I mean obviously if you're turning or a hobby or a 171 00:08:13,320 --> 00:08:14,910 craft into a business, 172 00:08:14,940 --> 00:08:17,820 part of this is about bringing in income, 173 00:08:17,850 --> 00:08:18,690 making money, 174 00:08:18,720 --> 00:08:21,750 right? But if that's the sole purpose, 175 00:08:21,780 --> 00:08:25,230 if you've decided that you are going to turn your love 176 00:08:25,230 --> 00:08:30,180 for making chocolate into a business only because you want to 177 00:08:30,180 --> 00:08:30,930 make money, 178 00:08:31,560 --> 00:08:35,910 that thinking and that motivation won't pull you through. 179 00:08:35,910 --> 00:08:37,110 When things get tough, 180 00:08:37,320 --> 00:08:40,860 there has to be another underlying reason, 181 00:08:41,130 --> 00:08:41,820 a goal, 182 00:08:41,820 --> 00:08:45,690 something deep inside of you that helps drive you forward when 183 00:08:45,690 --> 00:08:46,860 things are challenging, 184 00:08:47,100 --> 00:08:49,680 not just that you're going to be making money. 185 00:08:50,730 --> 00:08:54,450 Now, this personal why is not something that you broadcast all 186 00:08:54,450 --> 00:08:59,580 over. It's something for you to really understand inside yourself so 187 00:08:59,580 --> 00:09:03,210 that it brings purpose to when you're getting up early and 188 00:09:03,210 --> 00:09:07,260 going into the office when you're struggling with trying to figure 189 00:09:07,260 --> 00:09:10,110 out something techie because your website is down. 190 00:09:10,380 --> 00:09:13,020 When you're faced with a difficult customer, 191 00:09:13,350 --> 00:09:17,130 when the inevitable challenges come up for business, 192 00:09:17,220 --> 00:09:19,650 you can go back to your why and say, 193 00:09:19,980 --> 00:09:24,660 this is exactly the reason why I'm going through these challenges 194 00:09:24,690 --> 00:09:25,920 and these struggles. 195 00:09:26,640 --> 00:09:29,460 By having that why you're clear on your vision, 196 00:09:29,490 --> 00:09:33,210 you're clear on your goal and you're clear on what it 197 00:09:33,210 --> 00:09:36,420 does and how it affects your life. 198 00:09:37,560 --> 00:09:39,210 That's the first why, 199 00:09:39,660 --> 00:09:41,400 from a personal perspective, 200 00:09:41,760 --> 00:09:46,020 why did you decide or why are you thinking about starting 201 00:09:46,020 --> 00:09:48,300 a business in the first place? 202 00:09:49,110 --> 00:09:49,950 Be clear. 203 00:09:50,460 --> 00:09:51,390 Be honest. 204 00:09:51,810 --> 00:09:54,240 You can keep your why close to your heart. 205 00:09:54,240 --> 00:09:55,830 You don't have to tell anybody, 206 00:09:56,430 --> 00:09:59,520 but it's going to help you and support you as you 207 00:09:59,520 --> 00:10:01,140 go forward in your business. 208 00:10:01,680 --> 00:10:03,930 There are days I've had them too, 209 00:10:03,960 --> 00:10:05,130 when you're just like, 210 00:10:05,130 --> 00:10:07,200 why did I even start this? 211 00:10:07,290 --> 00:10:09,000 Maybe I should just shut it down. 212 00:10:09,210 --> 00:10:11,760 Is this all even worth it? 213 00:10:12,510 --> 00:10:15,300 Those are the times when you pull up this Y that 214 00:10:15,300 --> 00:10:16,380 you've identified. 215 00:10:16,830 --> 00:10:18,750 And remember in the very beginning, 216 00:10:18,750 --> 00:10:20,580 before all these struggles came up, 217 00:10:20,940 --> 00:10:24,060 the purpose and the reason and what it does for you 218 00:10:24,120 --> 00:10:26,070 as a person in your heart. 219 00:10:26,640 --> 00:10:29,310 And that's why you want to know your why. 220 00:10:29,910 --> 00:10:32,280 It's there for you when things get tough. 221 00:10:33,010 --> 00:10:35,890 And now I need to interrupt our discussion for just a 222 00:10:35,890 --> 00:10:36,730 quick minute. 223 00:10:37,270 --> 00:10:39,970 Why? For a word from our sponsor. 224 00:10:41,130 --> 00:10:44,100 This podcast is made possible thanks to the support of the 225 00:10:44,100 --> 00:10:45,390 ribbon print company. 226 00:10:45,570 --> 00:10:47,970 Create custom ribbons right in your store. 227 00:10:47,970 --> 00:10:49,650 Craft studio in seconds. 228 00:10:49,770 --> 00:10:50,640 Visit the ribbon. 229 00:10:50,640 --> 00:10:52,080 Print company.com 230 00:10:52,080 --> 00:10:53,340 for more information. 231 00:10:53,920 --> 00:10:56,950 So back to my speed coaching clients. 232 00:10:57,520 --> 00:11:01,870 This isn't something that I would necessarily ask them potentially if 233 00:11:01,870 --> 00:11:03,580 I was working with someone longterm, 234 00:11:03,580 --> 00:11:07,630 I might just to find out the grounding of their purpose 235 00:11:07,630 --> 00:11:08,500 for the business, 236 00:11:08,980 --> 00:11:12,040 but now let's get into the outfacing. 237 00:11:12,160 --> 00:11:13,900 Why have a business? 238 00:11:14,650 --> 00:11:15,850 By that I mean, 239 00:11:15,910 --> 00:11:19,540 what is the why behind the results that you offer to 240 00:11:19,540 --> 00:11:20,560 your customers? 241 00:11:21,130 --> 00:11:22,390 With my gift basket people, 242 00:11:22,390 --> 00:11:25,390 again, remember I said that everyone was giving me the same 243 00:11:25,390 --> 00:11:27,220 explanation for their business, 244 00:11:27,430 --> 00:11:29,500 that they offered customization. 245 00:11:29,530 --> 00:11:33,130 They could create something that was unique to a recipient, 246 00:11:33,190 --> 00:11:33,700 et cetera, 247 00:11:33,700 --> 00:11:34,270 et cetera. 248 00:11:34,760 --> 00:11:38,180 That does sound a little bit different because it's different than 249 00:11:38,180 --> 00:11:41,240 the gift baskets you'd see in the big box stores or 250 00:11:41,240 --> 00:11:43,820 the gift baskets that you can buy online from. 251 00:11:43,820 --> 00:11:45,020 These big companies. 252 00:11:45,270 --> 00:11:48,870 They can offer very limited customization, 253 00:11:49,030 --> 00:11:50,200 but it's not enough. 254 00:11:50,260 --> 00:11:54,520 It's not enough for people to then be able know for 255 00:11:54,520 --> 00:11:57,190 sure that they should be working with you because it's a 256 00:11:57,190 --> 00:11:57,880 good fit. 257 00:11:58,070 --> 00:11:59,300 And interestingly, 258 00:11:59,300 --> 00:12:00,140 as I said, 259 00:12:00,440 --> 00:12:03,830 when we dove down and I made them think deeper, 260 00:12:04,130 --> 00:12:08,330 each and every one had something that was way more specific 261 00:12:08,390 --> 00:12:13,670 about their business and unique to them and really truly separated 262 00:12:13,670 --> 00:12:14,750 them from the pack. 263 00:12:15,490 --> 00:12:17,890 Do you remember about a decade ago, 264 00:12:18,010 --> 00:12:20,740 customer service was the big key word. 265 00:12:20,770 --> 00:12:24,550 I mean everyone was talking about how proud and how strong 266 00:12:24,580 --> 00:12:29,080 and how supportive their service was to their customers and they 267 00:12:29,080 --> 00:12:29,950 were just words. 268 00:12:30,340 --> 00:12:31,690 They didn't mean anything. 269 00:12:31,810 --> 00:12:36,130 Everyone touted the fact that they had customer service when really 270 00:12:36,580 --> 00:12:37,330 it was bland. 271 00:12:37,330 --> 00:12:39,130 It didn't mean anything. 272 00:12:39,730 --> 00:12:42,250 You can tell people anything that you want. 273 00:12:42,490 --> 00:12:45,940 It's whether you actually follow through with the actions that really 274 00:12:45,940 --> 00:12:46,960 makes the impact. 275 00:12:47,330 --> 00:12:51,740 I heard once about this whole customer service conversation is don't 276 00:12:51,740 --> 00:12:56,570 even bother telling people about superior customer service that you supposedly 277 00:12:56,570 --> 00:12:59,300 have because no one's going to believe it. 278 00:12:59,300 --> 00:13:01,640 It's just too bland and you can say anything. 279 00:13:02,030 --> 00:13:05,360 All you can do to prove customer service is just do 280 00:13:05,360 --> 00:13:09,890 it and let other customers speak to it from their experiences. 281 00:13:10,370 --> 00:13:11,840 I got off on an aside there, 282 00:13:11,840 --> 00:13:14,030 but I think that was important to talk about because a 283 00:13:14,030 --> 00:13:15,230 lot of people will still say, 284 00:13:15,260 --> 00:13:17,750 Oh, we have the best customer service in the world. 285 00:13:18,020 --> 00:13:21,740 And quite honestly with the ribbon print company we do, 286 00:13:21,950 --> 00:13:24,680 but I don't even say that anywhere because it's gotta be 287 00:13:24,680 --> 00:13:27,260 the customers who are saying that not us. 288 00:13:27,650 --> 00:13:28,850 Anyway, like I said, 289 00:13:28,850 --> 00:13:31,820 I spun down a little bit of a rabbit hole there, 290 00:13:32,000 --> 00:13:33,710 but I thought it was important to say, 291 00:13:34,000 --> 00:13:36,700 but when we generalize our businesses, 292 00:13:37,450 --> 00:13:40,270 just like that customer service example, 293 00:13:40,420 --> 00:13:41,020 people are like, 294 00:13:41,020 --> 00:13:41,590 okay, yeah, 295 00:13:41,590 --> 00:13:44,680 so she has a jewelry business or she makes scarves and 296 00:13:44,680 --> 00:13:46,540 she sells them and um, 297 00:13:46,570 --> 00:13:50,230 Oh she makes beautiful wedding cakes or delicious chocolate. 298 00:13:50,590 --> 00:13:53,440 But it's still just very general. 299 00:13:54,160 --> 00:13:55,540 I want to share with you, 300 00:13:55,540 --> 00:13:56,920 and I'm not giving names, 301 00:13:56,950 --> 00:13:58,420 but they are real examples. 302 00:13:58,630 --> 00:14:01,630 I want to share with you where we got to with 303 00:14:01,630 --> 00:14:05,530 a couple of clients through the speed coaching so that they 304 00:14:05,530 --> 00:14:10,030 really could identify the why behind their business and how they're 305 00:14:10,030 --> 00:14:12,360 different. And then I'm going to share with you how you 306 00:14:12,360 --> 00:14:14,490 can identify this for yourself as well. 307 00:14:15,000 --> 00:14:17,880 So let's take two of these people that I'm talking about 308 00:14:17,880 --> 00:14:22,650 who were custom gift basket designers certified in the industry. 309 00:14:22,650 --> 00:14:23,250 Mind you. 310 00:14:23,250 --> 00:14:25,020 So very well versed, 311 00:14:25,020 --> 00:14:26,040 very established, 312 00:14:26,040 --> 00:14:28,350 very grounded in their businesses. 313 00:14:28,950 --> 00:14:33,420 When we really started diving down and I started asking them, 314 00:14:33,420 --> 00:14:35,640 well, who are your customers? 315 00:14:36,210 --> 00:14:37,800 What are your products? 316 00:14:38,950 --> 00:14:42,280 Some interesting things revealed themselves. 317 00:14:43,300 --> 00:14:50,620 One woman creates special programs that are driven into industry specific 318 00:14:50,630 --> 00:14:53,110 needs. So for example, 319 00:14:53,560 --> 00:14:58,540 she focuses on industries such as Realty assisted living, 320 00:14:58,540 --> 00:15:01,600 facilities, fund raising events. 321 00:15:01,630 --> 00:15:03,490 Okay, so very specific. 322 00:15:03,550 --> 00:15:08,650 And she's created unique programs including timing, 323 00:15:09,040 --> 00:15:14,200 product, different types of needs that a gift basket could serve 324 00:15:14,530 --> 00:15:18,970 that are different than for each of these different industry types. 325 00:15:19,480 --> 00:15:22,120 So her point of differentiation, 326 00:15:22,180 --> 00:15:26,110 what makes her business unique is not that she just does 327 00:15:26,140 --> 00:15:27,610 custom gift baskets, 328 00:15:27,910 --> 00:15:34,390 but she's created industry specific programs that help a client walk 329 00:15:34,390 --> 00:15:39,430 through all the nuances of doing business gifting that are specific 330 00:15:39,430 --> 00:15:40,840 to their industry. 331 00:15:41,320 --> 00:15:46,270 She has made herself knowledgeable either through past experience or learning 332 00:15:46,300 --> 00:15:51,250 over time to be able to create unique programs that address 333 00:15:51,250 --> 00:15:54,100 the needs of individual industries. 334 00:15:54,880 --> 00:15:57,340 So that's what she can talk about when she is at 335 00:15:57,340 --> 00:16:00,550 a networking meeting and she gets up to do her introduction 336 00:16:00,550 --> 00:16:04,900 message. She can say that she is a gift basket designer 337 00:16:04,930 --> 00:16:11,110 who specializes in industry specific programs to address the unique needs, 338 00:16:11,320 --> 00:16:15,730 timeframes and results that specific industries are looking for. 339 00:16:16,030 --> 00:16:18,280 Some of the industries that she specializes in, 340 00:16:18,370 --> 00:16:20,500 our assisted living facilities, 341 00:16:20,740 --> 00:16:23,080 realtors and fundraising events. 342 00:16:24,100 --> 00:16:27,850 How much different is that than getting up and saying that 343 00:16:27,850 --> 00:16:30,970 you can customize baskets to meet the recipient's needs? 344 00:16:31,990 --> 00:16:35,620 Now, someone who has listened to what she said through that 345 00:16:35,620 --> 00:16:36,850 introduction message. 346 00:16:37,050 --> 00:16:37,500 By the way, 347 00:16:37,500 --> 00:16:39,630 those of you who have not been following me for a 348 00:16:39,630 --> 00:16:43,920 while, I totally renamed that elevator speech to an introduction message. 349 00:16:43,920 --> 00:16:46,590 So that's what I'm referencing when I'm talking here. 350 00:16:47,030 --> 00:16:50,000 Someone who's in the room who's listening to that may not 351 00:16:50,000 --> 00:16:52,730 be part of any of these three industries, 352 00:16:53,270 --> 00:16:55,250 but they might have friends who are realtors. 353 00:16:55,700 --> 00:16:58,790 They might have someone in the school system who's putting on 354 00:16:58,790 --> 00:17:03,480 a fundraising event and could really use the expertise of somebody 355 00:17:03,510 --> 00:17:05,400 who has a specialized program. 356 00:17:06,240 --> 00:17:07,590 Do you see the difference here? 357 00:17:08,610 --> 00:17:10,830 Let me share with you another woman. 358 00:17:11,790 --> 00:17:16,440 What she enjoys doing with her business is creating smaller, 359 00:17:16,680 --> 00:17:23,310 less expensive gifts that also include a very unique message, 360 00:17:23,460 --> 00:17:28,710 a very creative message that applies to certain events so her 361 00:17:28,710 --> 00:17:32,070 smaller gifts can be used for leave behinds. 362 00:17:32,460 --> 00:17:32,960 Thank you. 363 00:17:32,960 --> 00:17:35,430 Use referral reminders, 364 00:17:36,000 --> 00:17:37,560 employee recognition, 365 00:17:37,830 --> 00:17:38,580 et cetera. 366 00:17:39,100 --> 00:17:42,610 The value of what she offers is that somebody who's using 367 00:17:42,610 --> 00:17:43,630 her services, 368 00:17:43,720 --> 00:17:46,570 again, that's still under the gift basket umbrella, 369 00:17:46,990 --> 00:17:51,720 but they might be wanting to out to hundreds of people. 370 00:17:51,920 --> 00:17:54,290 Maybe it's people who have purchased a house from them in 371 00:17:54,290 --> 00:17:55,010 the past. 372 00:17:55,340 --> 00:17:59,210 Maybe it's a company who wants to do employee appreciation for 373 00:17:59,330 --> 00:18:05,570 birthdays, recognizing specific departments with a job well done or recognizing 374 00:18:05,630 --> 00:18:07,490 time with a company one year, 375 00:18:07,520 --> 00:18:08,210 five year, 376 00:18:08,360 --> 00:18:09,800 10 year anniversaries. 377 00:18:10,200 --> 00:18:13,590 It's also a great option for people who want to stay 378 00:18:13,620 --> 00:18:16,410 top of mind so that they can get referrals in the 379 00:18:16,410 --> 00:18:18,990 future. Multiple gifts, 380 00:18:19,530 --> 00:18:20,730 lower cost. 381 00:18:21,570 --> 00:18:26,400 Are you seeing here within a similar business how each company 382 00:18:26,430 --> 00:18:29,220 can claim a personality of its own. 383 00:18:29,610 --> 00:18:33,570 This can be based on past experience that you've had. 384 00:18:33,750 --> 00:18:37,230 Maybe you're starting a business but you used to be in 385 00:18:37,230 --> 00:18:40,770 the medical field so you know a lot about how hospitals 386 00:18:40,800 --> 00:18:42,540 or doctor's offices work. 387 00:18:43,260 --> 00:18:45,930 Perhaps that could apply to something that you're doing in your 388 00:18:45,930 --> 00:18:49,680 business today and even if you still have a full time 389 00:18:49,680 --> 00:18:52,290 job and you're looking at starting a business on the side, 390 00:18:52,800 --> 00:18:55,530 what types of things are you learning? 391 00:18:55,680 --> 00:18:59,310 Are you exposed to right now in the job that you 392 00:18:59,310 --> 00:19:03,180 currently have that you can take and then apply to a 393 00:19:03,180 --> 00:19:05,460 business that makes you unique? 394 00:19:06,120 --> 00:19:06,480 You know, 395 00:19:06,480 --> 00:19:07,080 I get, 396 00:19:07,140 --> 00:19:09,030 and I'm definitely not an advocate, 397 00:19:09,030 --> 00:19:09,240 you know, 398 00:19:09,240 --> 00:19:09,990 some people say, 399 00:19:10,020 --> 00:19:11,220 Oh, you're going to start a business. 400 00:19:11,220 --> 00:19:15,180 Just quit your full time job and just go all in. 401 00:19:15,840 --> 00:19:18,480 I'm not so sure that that's a wise approach and I 402 00:19:18,480 --> 00:19:20,670 really don't recommend that to anybody. 403 00:19:21,000 --> 00:19:24,390 I recommend starting slow testing your product, 404 00:19:24,420 --> 00:19:26,610 making sure that you can make money at it, 405 00:19:26,850 --> 00:19:30,480 and then if it makes sense for you to substitute your 406 00:19:30,480 --> 00:19:32,370 full time job with your new business, 407 00:19:32,700 --> 00:19:33,840 that's awesome. 408 00:19:34,290 --> 00:19:37,380 But meanwhile you should like what you're doing during the day 409 00:19:37,380 --> 00:19:40,350 if you can and if you're in a position that you 410 00:19:40,350 --> 00:19:43,620 really, really are trying to get away from but you need 411 00:19:43,620 --> 00:19:44,790 it for insurance, 412 00:19:44,790 --> 00:19:45,690 for income, 413 00:19:45,720 --> 00:19:46,530 et cetera, 414 00:19:47,250 --> 00:19:51,540 look to that position and that business and see what types 415 00:19:51,540 --> 00:19:55,500 of things while you're still contributing and doing everything you need 416 00:19:55,500 --> 00:19:57,510 to do for the money that you're being paid. 417 00:19:57,900 --> 00:20:01,590 But what types of things can you be learning there that 418 00:20:01,590 --> 00:20:04,800 you could then take to your own business? 419 00:20:05,160 --> 00:20:08,220 Perhaps there is an event that's coming up and you can 420 00:20:08,220 --> 00:20:12,000 volunteer for being on a committee because you know being on 421 00:20:12,000 --> 00:20:16,530 that committee is going to give you contacts or new skills 422 00:20:16,560 --> 00:20:19,890 or new experience that you'll be able to use later. 423 00:20:20,610 --> 00:20:21,720 Things like this, 424 00:20:21,900 --> 00:20:25,440 either that you can get into now or that you've already 425 00:20:25,440 --> 00:20:28,410 done. So kind of thing back in your history and your 426 00:20:28,410 --> 00:20:33,060 experience to date are clues of how you can enhance and 427 00:20:33,060 --> 00:20:36,510 separate what you do and what your industry is and how 428 00:20:36,510 --> 00:20:39,330 you can make yourself unique from anybody else. 429 00:20:39,960 --> 00:20:41,460 And as you're thinking about this, 430 00:20:41,490 --> 00:20:44,970 I want you to think about it over and above the 431 00:20:44,970 --> 00:20:46,770 features of your product. 432 00:20:47,080 --> 00:20:51,580 So you might make extra large cupcakes or you might make 433 00:20:51,670 --> 00:20:54,730 jewelry that contains handmade beads, 434 00:20:54,730 --> 00:20:55,630 for example. 435 00:20:55,960 --> 00:21:00,430 What is the benefit to the customer and the value of 436 00:21:00,430 --> 00:21:03,670 these things that are features of your product. 437 00:21:04,090 --> 00:21:06,160 So for an extra big cupcake, 438 00:21:06,310 --> 00:21:08,320 they're good enough to share with a friend, 439 00:21:08,680 --> 00:21:12,490 giving you an excuse to spend more time together and share 440 00:21:12,490 --> 00:21:14,620 and create memories with each other. 441 00:21:15,340 --> 00:21:18,430 So she's not just making extra large cupcakes, 442 00:21:18,490 --> 00:21:22,660 she's giving a reason and an opportunity to be with your 443 00:21:22,660 --> 00:21:26,230 friends and take your friendship to another level, 444 00:21:26,260 --> 00:21:31,180 or just provide another really valuable experience around friendship. 445 00:21:31,570 --> 00:21:36,610 So sharing these extra large cupcakes equals the importance and the 446 00:21:36,610 --> 00:21:39,490 value of a friendship product, 447 00:21:39,910 --> 00:21:41,170 emotional result. 448 00:21:41,950 --> 00:21:45,610 Get it other ways to create emotional results. 449 00:21:45,940 --> 00:21:50,950 If you have incorporated within your jewelry line materials for sensitive 450 00:21:50,950 --> 00:21:54,760 skin. Now people who have never been able to wear earrings 451 00:21:54,790 --> 00:21:57,490 or necklaces because they're irritating, 452 00:21:57,820 --> 00:22:02,410 can now glam themselves up and feel beautiful wearing jewelry once 453 00:22:02,410 --> 00:22:05,380 again, or perhaps if you're a Baker. 454 00:22:05,590 --> 00:22:08,020 So many people now have dietary issues, 455 00:22:08,020 --> 00:22:14,260 right? Whether it's gluten or nuts or all different types of 456 00:22:14,260 --> 00:22:18,600 things. If your cookies serve these dietary restraints, 457 00:22:18,810 --> 00:22:19,830 then once again, 458 00:22:19,830 --> 00:22:23,820 participants at a party don't feel like they can't participate in 459 00:22:23,820 --> 00:22:28,050 the full celebration of the event that includes the cake or 460 00:22:28,050 --> 00:22:31,350 the cookies or whatever desserts are offered as part of the 461 00:22:31,350 --> 00:22:36,360 celebration. Another way to add an emotional layer to your business 462 00:22:36,390 --> 00:22:38,520 is through causes, 463 00:22:38,910 --> 00:22:42,870 so it could be that because of your backstory, 464 00:22:42,900 --> 00:22:45,330 the reason why you've gotten into the business in the first 465 00:22:45,330 --> 00:22:48,900 place, maybe a portion of your profit goes to a certain 466 00:22:48,900 --> 00:22:54,180 cause or perhaps you've started a business because you had an 467 00:22:54,180 --> 00:22:57,240 experience that you want to move forward. 468 00:22:57,630 --> 00:22:58,890 As an illustration of that, 469 00:22:58,890 --> 00:23:02,640 I'd like to share with you my friend Stacy Horowitz, 470 00:23:02,700 --> 00:23:05,970 who has a business called shopping for a change. 471 00:23:06,360 --> 00:23:10,950 And her business formed out of going to Peru and seeing 472 00:23:10,950 --> 00:23:15,240 the beautiful products that the Peruvian women created, 473 00:23:15,660 --> 00:23:17,340 but at the same end scene, 474 00:23:17,490 --> 00:23:22,380 they're harsh living conditions and the poverty that that they're experiencing. 475 00:23:22,590 --> 00:23:25,770 And she came back and she felt that she wanted to 476 00:23:25,770 --> 00:23:26,730 empower women, 477 00:23:26,760 --> 00:23:28,020 not just in Peru, 478 00:23:28,200 --> 00:23:29,760 but all over the world. 479 00:23:29,790 --> 00:23:32,760 These artisans who have such a great craft, 480 00:23:33,010 --> 00:23:35,770 we can help empower them as women to be able to 481 00:23:35,770 --> 00:23:37,690 make their lives better. 482 00:23:37,820 --> 00:23:42,290 So this is a story behind her business that can add 483 00:23:42,290 --> 00:23:46,430 an emotional layer on the other thing that's about her business. 484 00:23:46,850 --> 00:23:49,580 I had to be totally promoting Stacy or anything, 485 00:23:49,610 --> 00:23:53,870 but a portion of the proceeds of her products then go 486 00:23:53,870 --> 00:23:58,160 to a project that she has identified every year to help 487 00:23:58,190 --> 00:24:00,860 a community in some third world country, 488 00:24:01,190 --> 00:24:05,540 but also a percentage goes to a charity or a nonprofit 489 00:24:05,630 --> 00:24:07,160 of your choice. 490 00:24:07,340 --> 00:24:10,910 So people can feel really good about buying products from her. 491 00:24:11,240 --> 00:24:14,690 And also it's a great story to move forward. 492 00:24:15,140 --> 00:24:18,680 Cupcakes, presenting the idea of spending time with friends, 493 00:24:19,430 --> 00:24:23,060 jewelry, allowing somebody who wasn't able to wear necklaces, 494 00:24:23,240 --> 00:24:24,740 earrings once again, 495 00:24:24,740 --> 00:24:30,050 accessorize themselves and feel beautiful or purchasing a product that allows 496 00:24:30,050 --> 00:24:33,680 you to pay it forward and contribute to an important cause. 497 00:24:34,050 --> 00:24:36,330 Like how I told the story to you here, 498 00:24:36,600 --> 00:24:40,800 when someone is referencing a business that has some type of 499 00:24:40,800 --> 00:24:42,330 a feeling behind it, 500 00:24:42,540 --> 00:24:45,120 right? Like all the feelings that I just described, 501 00:24:45,720 --> 00:24:49,110 these are all stories that are over and above the product 502 00:24:49,110 --> 00:24:49,980 you create, 503 00:24:50,250 --> 00:24:53,010 which allows people to talk more about you. 504 00:24:53,670 --> 00:24:57,450 It's not just that Stacey has jewelry and purses and scarves 505 00:24:57,450 --> 00:24:59,160 that are beautiful and for sale. 506 00:24:59,330 --> 00:25:01,520 It's the additional story of what it does, 507 00:25:01,520 --> 00:25:04,670 the higher level meaning behind the business. 508 00:25:05,150 --> 00:25:08,090 So I go back to you think about this. 509 00:25:08,570 --> 00:25:12,050 What is the other layer on top of the product that 510 00:25:12,050 --> 00:25:15,560 you have that you could be talking about? 511 00:25:15,680 --> 00:25:16,850 You probably have it, 512 00:25:16,910 --> 00:25:20,690 you're just not identifying it for the value and the importance 513 00:25:20,690 --> 00:25:22,670 that it has to your business. 514 00:25:23,600 --> 00:25:27,410 Once you know this why and are very clear on this 515 00:25:27,410 --> 00:25:30,320 why. Then you start speaking about it, 516 00:25:30,500 --> 00:25:32,090 telling people about it, 517 00:25:32,480 --> 00:25:38,480 incorporating it into your brand speak because remember you have to 518 00:25:38,480 --> 00:25:41,420 tell people they aren't naturally going to come to this by 519 00:25:41,420 --> 00:25:46,250 themselves. This is the second why behind your business. 520 00:25:46,880 --> 00:25:47,900 It's really hard, 521 00:25:47,930 --> 00:25:51,710 if not impossible for somebody who doesn't know you or your 522 00:25:51,710 --> 00:25:55,790 company to understand what it is that makes you different and 523 00:25:55,790 --> 00:26:00,740 why they should absolutely be coming to you versus anybody else. 524 00:26:01,250 --> 00:26:05,420 This is the value and the importance of the why behind 525 00:26:05,420 --> 00:26:06,350 your business. 526 00:26:07,220 --> 00:26:10,250 I bet you never thought about a three letter word being 527 00:26:10,250 --> 00:26:11,870 so important. 528 00:26:12,260 --> 00:26:15,050 This whole concept of why it was brought to light in 529 00:26:15,050 --> 00:26:18,260 a really significant way through Simon Sinek, 530 00:26:18,620 --> 00:26:23,720 someone who I admire tremendously and follow it started with a 531 00:26:23,720 --> 00:26:29,360 YouTube video he did called how great leaders inspire action and 532 00:26:29,360 --> 00:26:33,380 that led to a book called start with why. 533 00:26:33,680 --> 00:26:35,090 If you've never read that book, 534 00:26:35,120 --> 00:26:37,400 I highly suggest that you do. 535 00:26:38,240 --> 00:26:42,410 Simon works with leaders of big corporations to make sure that 536 00:26:42,410 --> 00:26:44,640 everyone's marching in the same direction, 537 00:26:45,000 --> 00:26:51,000 inspiring people for production and obviously results building teams and having 538 00:26:51,000 --> 00:26:54,180 a common message for a larger business. 539 00:26:54,810 --> 00:26:58,680 I've taken his training to heart and I now apply it 540 00:26:58,680 --> 00:27:00,630 to smaller businesses, 541 00:27:00,660 --> 00:27:05,880 businesses like ours and to our specific industries for gifters, 542 00:27:05,880 --> 00:27:08,100 bakers, crafters and makers. 543 00:27:08,820 --> 00:27:10,200 So there you have it. 544 00:27:10,500 --> 00:27:14,460 Discovering the two why's behind your business, 545 00:27:14,760 --> 00:27:17,370 the one why that's very personal, 546 00:27:17,580 --> 00:27:19,380 why you started the business, 547 00:27:19,440 --> 00:27:23,340 what will help you want to have identified it to motivate 548 00:27:23,340 --> 00:27:26,490 you and drive you forward when things get challenging. 549 00:27:27,060 --> 00:27:29,160 And the second why the outfacing, 550 00:27:29,160 --> 00:27:32,970 why, what is the reason why a customer would want to 551 00:27:32,970 --> 00:27:36,600 buy your product from you specifically? 552 00:27:36,990 --> 00:27:40,200 What is it that they receive in return both by way 553 00:27:40,200 --> 00:27:44,180 of the tangibleness of your product and the emotion and the 554 00:27:44,180 --> 00:27:46,850 feeling behind what your product delivers. 555 00:27:47,930 --> 00:27:50,000 Once you've defined these for yourself, 556 00:27:50,030 --> 00:27:53,270 you've added a level of strength to your business that quite 557 00:27:53,270 --> 00:27:56,090 honestly not many businesses get to. 558 00:27:56,750 --> 00:27:59,480 And then you relay it out to the world so other 559 00:27:59,480 --> 00:28:03,950 people understand and recognize your business for all its greatness. 560 00:28:03,950 --> 00:28:09,050 To dare I say you will be unstoppable. 561 00:28:09,740 --> 00:28:11,450 As I close out this episode, 562 00:28:11,510 --> 00:28:13,550 I am so excited. 563 00:28:13,580 --> 00:28:17,300 The timing was such that I have a special announcement for 564 00:28:17,300 --> 00:28:23,960 you. I have just finished updating and rebranding my membership program, 565 00:28:23,990 --> 00:28:26,570 which is called maker's MBA. 566 00:28:26,890 --> 00:28:29,380 This has been one of my passions. 567 00:28:29,380 --> 00:28:31,240 You know when you talk about your wise, 568 00:28:31,270 --> 00:28:35,410 this has culminated into the why of why I do the 569 00:28:35,410 --> 00:28:38,770 podcast, why I serve gifters, 570 00:28:38,830 --> 00:28:41,260 bakers, crafters and makers, 571 00:28:41,320 --> 00:28:44,230 so I'm thrilled to present it to you for the first 572 00:28:44,230 --> 00:28:48,120 time right here and I would be honored if you checked 573 00:28:48,120 --> 00:28:48,480 it out. 574 00:28:48,990 --> 00:28:50,340 Let's roll the outro. 575 00:28:50,880 --> 00:28:52,800 This episode is all wrapped up, 576 00:28:52,830 --> 00:28:55,200 but your gift biz journey continues. 577 00:28:55,230 --> 00:28:59,340 It's your time to experience the pride and satisfaction of turning 578 00:28:59,340 --> 00:29:02,280 your passion into a profitable business. 579 00:29:02,490 --> 00:29:06,510 Join the makers MBA program and access training modules, 580 00:29:06,600 --> 00:29:07,950 downloadable worksheets, 581 00:29:08,010 --> 00:29:11,490 and weekly live and recorded Q and a sessions addressing your 582 00:29:11,490 --> 00:29:13,050 specific challenges. 583 00:29:13,170 --> 00:29:16,440 You also have the opportunity to connect with a community of 584 00:29:16,440 --> 00:29:18,180 creators. Just like you. 585 00:29:18,510 --> 00:29:20,040 Head over to gift biz, 586 00:29:20,130 --> 00:29:25,860 unwrapped.com/ maker's MBA to join today and until next time, 587 00:29:25,890 --> 00:29:27,780 happy business crafting.