What you do is not what you deliver

Lots of people have ten fingers. But not everyone is a pianist.

Not all pianists are Franz Liszt.

So how would a conversation between EllisJames and Franz Liszt go?

“What do you do?”
“I am a pianist and composer.”
“So what?”
“Well, I’m acknowledged as one of the best in the world.”
“Yeah? So what?”
“I play to audiences around the world in the greatest concert venues!”
“Wow! So what?”
“Well…people travel from afar to hear my music!”
“Impressive. So what?”
“People weep when they hear me play.”
“OK. So what?”
“When I play I create a connection between the souls of composer and audience member. I transport them like no other pianist. I elevate their consciousness to a temporal space created through the poetry of my playing.”

“Ah, so that’s what you do.”

Business is about people making deals with other people.

“So what?” helps to get us to the meaning – to drill down through products, services, account management and sales to the real essence of what makes our customers special.

We’ve met very few truly ruthless business people in our time. The vast majority are good, decent people who have a portfolio they genuinely believe in and are proud to stand by. The trouble is there’s a lot of competition out there. Those that can define what makes them distinct – and make that relevant and engaging – will enjoy a smoother, more efficient sales process. And that’s not necessarily about a fancy web site, because web sites don’t seal the deal. Business is about people making deals with other people.

So give it a go. Try it for your business – see where you get to. Where does ‘So what?’ get you?

And if you’d like some help with that – because you can’t do your hair when you’re an inch from the mirror – give us a bell.

Back to top