I believe that the most important element of any project or campaign is the ‘WHY’!
I believe its the ‘Why’ which determines whether you audience engages with you or your brand on a level which has them be in a ‘conversation’ with you, as opposed to just being subject to the content which you are presenting in front of them.
For me, the constant exploration and enquiry of motivations is my ‘why’. I love the challenge of uncovering what it is that client vs customer want, and where and how these two driver overlap. By helping the client express their ‘why’, we can reach out to customers on an emotion level, talking about those things that matter most to the client and which form their true USP.
Its going through this exploration of ‘why’ which has enabled me to get a real understanding of myself and my offering, and the value in what I offer. Taking that time to look at myself, from the ‘outside’ and from my audiences point of view was challenging, gave me an full understanding of the frustration of trying to ‘work it out’ for yourself (and about yourself/your brand). From this experience, I know the value of having someone there to be a ‘reflection’ or sounding board for your thoughts – and the clarity, focus and subsequent efficiency in your actions which come as a result.
I believe everyone has within them the answers to all their challenges and questions – and its not necessarily about getting ‘more’ info/knowledge/advice (initially at least) – its just about being able to filter out all the things that aren’t right for them and their business/brand. I am that filter!