It’s often easier to begin with what you definitely don’t want.
Every block of stone has a statue inside it, and it is the task of the sculptor to discover it.
Many businesses are tightly focused on attracting customers from any direction. Strategies based on the “Law of Attraction” are popular, often resulting in a vague wish-list of desires with little foundation in real life and lacking in concrete direction or defined action.
It can be easy to find yourself overwhelmed with options. New data and trends surface daily and only add to the distraction.
What is an ambitious business to do?
I’ve found a powerful tool is the simple question of “who do you want to repel?”.
Similar to a sculptor chipping away at excess marble to eventually reveal the masterpiece within, starting with what you don’t want for your business is often a simple exercise that helps narrow choices and define what you do want.
It’s sometimes counter-intuitive to embrace the negative. But it’s often the best start to get moving toward the positive, and movement is the most reliable guide towards results that really matter.