Emotional Equity

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How do people connect with you?  Do they hear you among all the chatter?  Do they care?

Far too often, we neglect the beginnings.

We feel the need to sprint in order to compete with everything and everyone.  Unfortunately, in our race to the finish line, we create a patchwork of unremarkable service offerings and watered down messages.  Our efforts are admirable but misguided.

What can we do?

The first step is to slow down and stop the noise.

{yeeeessss.  much better indeed.}

The second step involves taking a look at your business with fresh eyes, and answering the following questions with as much detail as possible.

  • Who are you?
  • How are you different?
  • What do you do?
  • Why does it matter?

If you dig deep and provide thoughtful and honest answers to these questions, you’ll begin to build a powerful foundation with which you can grow a business.  You’ll bring a renewed sense of clarity and focus to your mission.

In addition, the insights you attain from this process will allow you to craft powerful marketing messages and will give you the ability to connect with people on a deeper emotional level.

That emotional connection will give you the power to differentiate in a sea of copycats.



  1. Wendy M  April 2, 2011

    As usual, a thought-provoking essay! These are such hard questions in that how we see ourselves is often not how others see us. Often, we don’t see our strengths and how we affect others. These questions are tough, and they come at a perfect time, as I am trying to figure out how I wish to define myself, what I do, and why I love what I do so much. Thank you, David, once again!

  2. David Diana  April 4, 2011

    So true about the disconnect that happens sometimes between how you believe you are viewed and how you are actually viewed. It is often eye opening. The reflective exercises I often walk clients through are surprisingly new to people. It is not uncommon to get busy and decide to skip this initial phase where you reflect on your attributes, values, and your overall brand.

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