Do You Know Your Audience(s)? Are You Sure?

When was the last time you confirmed whom you want to reach with your messaging? Has your business focus and audience changed / expanded / contracted over the past year?

Your business is humming along. You’re meeting your sales goals. You’re following your business plan (or at least what you remember of your business plan). Still, you’ve got this nagging feeling you’re missing something – that there may be even more people who could benefit from your products or services.

My great niece reading Beautiful Girl
My great niece reading Beautiful Girl

Take a lesson from Dr. Christiane Northrup and look at those you’ve identified as your target audience(s). Northrup is a leading authority on women’s health and wellness who has “spent [her] my career helping women get healthy and stay healthy through proper diet, exercise, medicine, and a positive attitude about their bodies.” Realizing that younger girls could also benefit from her wisdom, she and Kristina Tracy wrote Beautiful Girl: Celebrating the Wonders of Your Body. It is the authors’ “hope that this book will be a starting point in a much longer conversation between you and your daughter . . . that will lead to a lifetime of vibrant health and happiness.”

By writing this book, Northrup provided a valuable product for a both a new and existing audience that was in sync with her mission. While she could have continued to focus on women’s health and wellness, Northrup was smart and brave enough to look at her work through a different lens. She was the able to see that she could add a new audience to her business and share her wisdom with young girls. The beauty of this book is that it also helps her existing audience – mothers – talk with their daughters.

Can you take a step back, as Northrup did, to ask the tough questions and identify additional audiences that can benefit from your wisdom?

Do You Know Your Audience(s)? Are You Sure? was last modified: May 26th, 2015 by Deb Nelson

Jon Huntsman, Sr.: On a Mission to Cure Cancer

Four-time cancer survivor Jon Huntsman’s willingness to spend his last dollar in search of a cure for cancer may prove that the cure isn’t all about money.

A man of integrity, Jon Huntsman, Sr. recently shared the story of his dreams and accomplishments in his book Barefoot to Billionaire: Reflections on a Life’s Work and a Promise to Cure Cancer. Here Huntsman makes it clear he has no intention of taking his last dollar with him. He plans to exit this world as he entered it: barefoot and broke. Huntsman will put his money to use by spending, investing, and sharing it during his lifetime.

Finding a cure for cancer is a lofty goal. After all, President Richard Nixon began our “war” on cancer in 1971. The progress we’ve made since then, in spite of the billions of dollars invested in research, is questionable at best. We celebrate as a success story any and all cancer patients who are alive five years after their original diagnosis. Yes, surviving five years sounds good. But what if you’re diagnosed at age 16: does living until 21 sound like a success story?

Let’s get back to Huntsman’s goal – identifying a cure for cancer. Don’t underestimate Huntsman’s perseverance, tenacity, and ability to meet goals. His approach to business has been questioned numerous times. In his book, Huntsman states:

Because we are headquartered in Utah, the big boys often look at us as hicks. As soon as they see signs of decency, openness, and straightforwardness, some take it as a sign of weakness and think they can take advantage of us. Some have found out the hard way that when cheated or threatened with an unfair set of playing rules, there is another side to Jon Huntsman, a tough side of which advantage can’t be taken.

This toughness in the corporate world translates well as Huntsman maps out his philanthropic investment plan. When partners reneged on their promises to assist with financing for a cancer institute, Huntsman Cancer Institute became a reality thanks to Plan B – something the masterful planner Huntsman always seems to have in his back pocket.

[M]y original partners pulled out, leaving me to put everything together myself. Today, I don’t rely on partners or other people. If I want something done, I figure out how to do it and I get it done.*

Huntsman continues to fund Huntsman Cancer Institute with the expectation that a cure for cancer will be uncovered. His namesake cancer institute is well known for research and the care it provides its patients. So, why did I imply that the answer may not be about money? Are too many people making too much money to stop this cancer industry we’ve created? As I’ve written before, I have to wonder “What if?” whenever I wonder why we haven’t found a cure for cancer. Here are a few more questions to ponder:

  • What if we already have a cure?
  • What if we take a closer look at T. Colin Campbell’s book The China Study and adjust our diet and lifestyle rather than suffering through surgery, drugs, radiation, and their debilitating side effects?
  • What if we check our assumptions at the door and read Raymond Francis’ book Never Fear Cancer Again?
  • What if while we look for that cure, we also pay attention to prevention like the folks at Less Cancer who believe Prevention is the Future?
  • What if everyone seeking a cure for cancer were motivated – as Huntsman is – to eliminate suffering, rather than to bulk up their bank accounts?

Like Huntsman and Francis, I imagine a day when we don’t fear a cancer diagnosis. I commend Huntsman for his efforts to remove cancer from our lives. I also encourage him to broaden his search and look under the unlikely stone to identify the cure he seeks. Never would I count Huntsman out – he is, after all, a man of his word. And, yes, I’d love to tour his cancer institute.

*From article in Summer 2012 Philanthropy Magazine.

Jon Huntsman, Sr.: On a Mission to Cure Cancer was last modified: December 1st, 2016 by Deb Nelson

Opportunity Knocks: Are You Brave Enough to Open the Door?

Will you venture outside of your comfort zone to take
a chance on change?

goal-729571_1280One of the most dangerous words in our vocabulary is comfortable. Life is rolling along at a pretty good pace; work is going well; family life is humming along, too. Yes, we’re comfortable. Now what?

Will that comfortable feeling – no tug of war pushing us to adjust our life – also keep us from investigating an opportunity?

OR

Will that comfortable feeling get old quickly and move you to push the envelope?

Wikipedia defines comfort zone as: “a psychological state in which a person feels familiar, at ease, in control, and experiences low anxiety. A person in this state uses a limited set of behaviors to deliver a steady level of performance, usually without a sense of risk.”

The way I see it, spending too much time in my comfort zone can lead to a mundane life, leaving me wondering “Whatchance-255282_1280 if?” all too often. The story of my life will be a dreary one if I fail to exit my cozy little comfort zone. Sometimes you’ve just gotta answer that knock on the door and take a leap of faith.

What about you? Are you listening for opportunity or stuck in the comfort zone?

Opportunity Knocks: Are You Brave Enough to Open the Door? was last modified: May 5th, 2015 by Deb Nelson