Good morning,
Bev here the message Maestro. I wanted to concentrate on the clarity of the message that truly we haven't had in the last two years from the government. But, we mustn't forget, we need to give it to our customers.

Let me tell you a little story about my ex-mother-in-law. Now my ex-mother-in-law was this lovely lady with grey hair. To look at her she was the epitome of the grandmother who baked cookies. Do you know what? Nothing can be further from the truth about this woman. You know, I think wars have been won quicker and cleaner than the relationship we had.

I and my husband lived with her and he was an only child. So you can only imagine how difficult that was. And for many years we, in a way just screamed at each other. There was no real communication. We just shouted and screamed about things we didn't agree with. And. You know, it was ridiculous.

It was ridiculous. And it had a huge effect on my mental health. I'm not even going to go into that story because it's a separate story, really quite interesting and juicy, but a sprint of the day, the point aids one day, I just stopped while all this confusion is going on and I'm dealing with the kids and, and hobbies to get to work and she's going on about, well, I put in their lunchboxes or whatever, and I just stopped and I looked at her.

And I said, what do you want? And she looked at me and said, I want you to leave. And I want you to leave my husband by my son, her son, my husband. And let me look after the children on, do you know? Well, it was at that point, I realized what clarity does because now. I understood exactly her motivation, where it was coming from, and I could fight that.

And he isn't about more screaming, much that was beginning to understand her needs and her fears and in business that taught me a really clear lesson about how. You know, there's all this noise that goes on in business, and life. You know, you know, the good, the bad online on the high street government, but you have to get down to the nitty-gritty.

What does somebody want? What do they need my mom to find out what my mother-in-law wanted, not needed, wanted. I was able then too. Live with her with a little bit more peace. And I would encourage hubby to take her out once a week. And I would encourage the kids to spend time with her. And I'm not saying we didn't stop having these almighty routes.

For some reason, we just clashed. I spent two years, not even speaking to it. It was not bad times, but with the clarity came the simplicity. I could solve the problem. Once I knew what the problem was all it took was me to simply ask her, what do you want? And that's the same in business when you're thinking about your message and when you're talking to an audience or a customer or to your staff, whoever you're talking to, you need to be clear in what you're saying is what you're asking.

You have to be clear in understanding what their problem is so that you can offer them the solution. And you have to remember, it's not about you, it's never about you, no matter how clever you think you are, no matter how many qualifications you have, and an experience is immaterial, a person just wants that problem solved or an organization wants their problem solved.

Government. I'm not sure we'll ever solve their problem because they haven't got a clear message in anything, just my opinion. So I want you to think about that. How are you telling people who you are, what you do, what problem you solve, how you can help them, you have to dig pretty deep, pretty deep to find out what the problem is.

I'm going to tell you now, just being a solicitor, isn't enough to solve somebody's legal problem, because there are different legal problems and different solicitors. Being a therapist is not enough because not all therapists. So the particular problem, somebody may have, the problem that people have is an emotional attachment to something it's not just that I need a solicitor.

I need to go into therapy. I need to chimney sweep. It's the why that you have to concentrate. Why does somebody want a solicitor? Why do they need therapy? Why would they need to chimney sweep? Think about it and ask yourself, what is your, why? What problem do you solve? If you can't answer that question, if you struggle with it, we'll have a quick free, forty-five-minute free strategy call and we can work out exactly what problem you solve for people because that's the crux of your business being successful and in today's world, which is, really, really noisy. You need to be able to cut through that noise and speak directly to the people you want to work with and who needs to work with.

You have to shuttle the rest of the noise down and keep it simple and clear and be confident that you can solve that problem. Go and check it out, but what you need to do to solve that problem. And remember it's in the Why.

By Bev Hepting

Keywords: Entrepreneurship, Leadership, Startups