The Question at the Heart of Your Work
It can be the foundation of your clear marketing
At the beginning of the book Presence* a question is asked that has stayed with me for years. Peter Senge and his co-authors report on the interviews they conducted with over 150 prominent professionals regarding new ways to think about learning.
They often started each interview by asking: What is the question at the heart of your work?
This question took a different direction for me and I find it can be the foundational piece of a clear marketing plan. Let me explain.
I begin from the assumption that each of us has our own compelling question that has been with us for a long time, guiding much of our learning and career choices.
Over time, by following this natural thread of curiosity, we have become experts in our fields. Our clients are those that benefit from our expertise. The present prevailing wisdom about marketing advises us to establish ourselves as experts.
I have found that generously sharing what I have learned is an enjoyable way to approach marketing.
To begin, I encourage you to clarify your compelling question and present your wisdom in a clear and consistent manner. The framing of your question does not need to be complex, but heartfelt and true for you.
For example:
A young man who is planning a career in environmental education asks: What is the best way to remind others of the wisdom of nature?
A jewelry designer who works with recycled gold and conflict free stones asks: How can I create exquisite jewelry without negatively impacting the environment?
A comedian asks: What is the best way to open others to their spontaneity and creative spark.
My own compelling question came to me over thirty years ago: How can we earn a great living doing what we are passionate about?
At that time I saw people who were happily succeeding at this, so I knew it was possible. My lifework has been to understand the “how” of the process so I can help others achieve the success they envision.
Where my curiosity has lead and what I have learned and remembered I could write about for the rest of my life (and probably will). However, it boils down to this:
Develop solid business skills
Honor your intuition and wisdom
Make choices that enhance your joy
What is your compelling question and how will knowing it impact your marketing?
*Presence: Human Purpose and The Field of the Future by Peter Senge, C.Otto Scharmer, Joseph Jaworski, and Betty Sue Flowers