Having something remarkable to offer is not the same as being able to sell it.
Theodore Levitt, brilliant author, teacher, and former editor of the Harvard Business Review, made an observation about the railroads that has never stopped being relevant. They defined their business so narrowly that they missed the entire transportation revolution happening around them.
What business are you actually in? The answer may be much more expansive than you think — and if you are communicating the narrower version, you are reaching a fraction of the people you could be connecting with and missing out on opportunities that are available.
What You Are Selling Is Not Necessarily What People Are Buying
Presenting something and selling something are two entirely different skills. Sometimes people don’t even buy what they think they’re buying. Sometimes they buy a brand. Sometimes they buy the product. Sometimes they buy both. Sometimes, they buy their trust and connection with you, not the product and not the brand.
If more people knew what you were truly offering — would more of them buy it? Watch this short video and find out what it would take to truly Sell It.