Your business is a change of pace — Kelford Labs Daily

Earlier this week, I quoted Marshall McLuhan’s explanation of what his famous phrase, “the medium is the message,” really means:

“For the ‘message’ of any medium or technology is the change of scale or pace or pattern that it introduces into human affairs.”

Let’s think about that in terms of our businesses, both yours and mine.

Businesses are, in some ways, a medium. They are a substance through which we translate and transmit vital information, resources, or abilities to our ideal clients and customers.

Our business is the medium through which our value is delivered.

So, if we follow the analogy, the “message” of our business is the change of scale or pace or pattern that it introduces into the lives or businesses of the people we work with.

Try to think about what you do in those terms for a moment:

• What can your ideal customers do more of, at a greater scale, because of your work?
• What they can do faster, at a better pace?
• What new patterns of behaviour does it allow for them?

In some small way, if we can think of good answers to these questions, our marketing messages write themselves.

Because the message of our business is the medium of our business. It is the scale, pace, or patterns we change on behalf of the people we work with.

All we need to figure out from here is what, specifically, to say to our ideal clients for them to recognize the change we offer.

And for them to understand that the way we offer it is ideally suited to them.

But first, we must understand the message of our business’s medium.

So we can turn that message into words.

Reply to this email to tell me what you think, or ask any questions!

Kelford Inc. shows experts the way to always knowing what to say.