Your test of whether a written or spoken proposition is true or false is to examine if it can be demonstrated within your own experience. If it can’t be, then it’s a theory or speculative statement or belief.
This is your protection against being mislead or manipulated. You cannot rely on something sounding true, you have to know it’s true. If you’re asked to believe or accept an idea on the basis of trust, then you’re leaving yourself open to manipulation and confusion.
Propositions based on hype and false claims may gain short-term attention, but will always backfire, reduce credibility and be difficult to recover from.
Your credibility stands on how well you present and demonstrate the ideas stemming from your knowledge, skills and products.
People often think of their marketing in terms of applications such as websites, email marketing, brochures and videos. They are important, but they are containers for your message.
It’s what goes in the container that counts – the way the message is formulated and delivered through the careful crafting of words and images into credible propositions. This is what we’re about.
Why your knowledge is your greatest asset
It’s important because everyone in business is looking for a unique selling proposition (USP). Once you realise the unique accumulative experiences of your team you can tap into this knowledge resource to build your team/company capability profile.
Your knowledge cannot be transferred to anyone or downloaded from the web. It has to be earned by living out the circumstances of your life. The prize is wisdom.