Ashutosh Ghildiyal

Marketing is communication. It's all about messaging. You may have ten great things, but what is that one thing that is most important for your customer to know about you? To convey that one thing in a manner that not only factually appeals but also appeals to emotions is the whole art of marketing. You just need to say enough and no more. Marketing is about delivering a clear and concise message to your customers that appeals to their logic as well as their emotions.

1. Understand that customers seek solutions to real problems. Clearly identify and articulate the problem. 2. Explain how your product or service resolves these challenges and leads to positive outcomes. 3. Engage your audience by highlighting the positive impact of your solution on their lives. 4. Utilize storytelling techniques to create a compelling narrative around your product or service. 5. Deliver your message through suitable channels, reaching your customers wherever they are present. 6. Ensure your message resonates with customers instantaneously by keeping it concise. Use one-liners whenever possible to describe the problem you solve, how you solve it, and the impact of solving that problem on your customers' lives.

Management becomes leadership when we help people find meaning in their work. Meaning always comes from leaders, who give it and convey a sense of shared purpose. Freedom is essential in leadership; your team should be inspired to work freely, not through compulsion. Meaning comes from acknowledgment, appreciation, involvement in decisions, enjoying work, and a constant sense of learning and winning. Purpose is the connection to the whole, understanding the impact of one's contribution in the larger scheme. Freedom without meaning and purpose becomes anarchy. Leaders can inspire through a unique combination of freedom, meaning, and purpose.

A competitive market is crowded, with you being just one among many. It becomes even more challenging if your product lacks strong differentiation. In such a market, winning means standing out. To stand out, it's crucial to focus on customers that truly matter, do great storytelling, and provide world-class service.

One of the things that Jeff Bezos says is relevant for this topic. Bezos suggests that rather than trying to predict what will change in the future it is better to focus on things that are not going to change and base your customer strategy on those things. "The answer to that question can allow you to organize your activities. You can work on those things with the confidence to know that all the energy you put into them today is still going to be paying you dividends 10 years from now," he said.

Aim for mastery over motivation. Motivation is your reason for taking action. Motives can vary, such as financial responsibilities, the desire to uplift your family’s fortunes, the desire to become financially independent, or a need for personal excellence and a greater position in your organization, among others. You can choose your motivation, your "why," based on your personal circumstances and desires. Being clear about your why is a good way to maintain your motivation. But if you enjoy the process of learning, you can grow continuously because there is no end to learning. If you have that attitude, you will enjoy what you do, and the work itself will be fulfillment. Mastery is the result of loving what you do.