Short excerpt from a Dean Graziosi YouTube video offering business advice for creators in the information industry. Graziosi emphasizes shifting focus from product/marketing/sales to the client’s desired outcomes—serving customers, changing lives, and building a bridge to results—as the key to more effective marketing and less fear around selling.
Whatever business you're in or you're going to start, especially if you're in the information business, you're going to sell a product, a course, you're going to do an ebook, you're going to have a podcast, you're going to write a traditional book, a course, a program, a workshop. When we start that or go to scale it, we're always thinking about the product and we're always thinking, can we sell it? Two really important things, and can we market it? A must. But what I've learned over doing this for two decades plus is we really need to be concerned with what is the outcome? What can we do for them? How can we serve those that get our product, our course? How can we change their lives? How can we build a bridge? When you start obsessing on the client and what their needs are, what they truly need, then you don't find yourself so obsessed on marketing or sales or fearful of marketing sales because you know you're doing them a disservice if they don't get it. Focus on them. Everything changes.
