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Something Worth SharingThe Arrow I have a habit of finding strange analogies when working with clients - some of them are fleeting and used just once (often for good reason), while others stick. Analogies are essential in human cognition, reasoning, learning, communication, and problem-solving - and tap into our need to ‘visualise’ concepts to help understand and recall. Recently, I have found myself talking about ‘the box’; an imagined box - a special and beautiful white box with a satin ribbon, sat on a shelf, that you want a customer to select and purchase. The point I seem to have to keep making is about how easily we overwhelm customers - with too much information, too much on offer, too many clicks, too much messaging and too many distractions. While ‘the box’ makes a good analogy for getting really clear on your key offering - I stumbled over a better analogy…the arrow. I applied the arrow to our own two websites - the GLAS site and also the Visual Synopsis website. The target
This is the first thing to get clear on - exactly who are we aiming at? Being niche and focused is essential. The arrowhead
Next, we need to understand the arrowhead - the sharp point that will fly through the market and pierce the centre of the target. This is (without any marketing jargon or fluff), what you’re offering. For GLAS, this has been challenging to grasp - but we realised it’s actually simple; we offer ‘confidence and clarity’. The arrow shaft
This represents your products and services - the detail of what you do and how you do it The fletching
The fletching is the ‘fin’ of the arrow that stablises it and allows it to spin towards the target. This represents your people and experience - the human part. The archer
This is leadership - you. Without knowing the target and that you have a sharp arrowhead, you will lack clarity and confidence. And finally, the archer needs a reason to fire the arrow towards the target - a purpose. So, how sharp is your arrowhead and how ready are you to hit the target?
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