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The Offering Perspective

To have a perspective means you see the world in a certain way. An offering is a specific solution that you offer in a specific market. Nothing matters more than having the best possible offering. Seeing the world through this lens gives you the foundation to create value and succeed in the face of constant change. To get this perspective, you must have two things in place. First, you need to focus on the way your offering promises to create value. Second, you need to focus on doing what it takes to succeed in the market now.

Focus

To have focus means that you know what matters to get the best possible outcome now. When you lack focus you are in a state of confusion that leads to failure. To get focus you need to have three things in place. First, you need to create clarity. This means that you clearly understand the situation you are in. Second, you need to create alignment. This means that you understand how everything fits together. Third, you need to create priority. This means that you choose a course of action to create the best possible outcome now.

Choose To Do What Matters Most

When you choose to focus, then you choose to do what matters most right now. This means that you must also choose to ignore what doesn’t matter. It doesn’t matter what it is that you choose to do, focus is always the way that you get the best possible outcome. On the other hand, it is just a matter of time until your lack of focus leads to your failure.

Alignment

To have alignment means that you understand how the parts of your offering fit together. When you lack alignment things don’t work out like you expect or you don’t have the confidence that things will work out as you expect them to work out. To get alignment you need to have two things in place. First, you need to create agreement. This means you understand how your offering fits its value proposition. Second, you need to create potential. This means you understand how your offering fits your success expectations.

The Logic Of A Winning Offering

The logic of a winning offering has two parts. First of all, your offering needs to create value. This means your customer must want to pay you for what you want to sell. Second, your offering needs to succeed in the way that you want it to succeed. This means you must get the return that you want for what you choose to sell. Having a winning offering means that both you and your customer must win. The key to a winning offering is to focus on making sure what matters most to you is what matters most to your customer.

Priority

To have priority means that you choose to take a course of action to create the best possible outcome now. When you lack priority you don’t know what to do now or you are not confident that you are doing the right things. To get priority you need to have two things in place. First, you need to create order. This means that you have to choose which actions matter now and which don’t. Second, you have to create engagement. This means that you need to choose to prioritize actions that matter now and ignore those that don’t.

Change Creates Problems

Change is coming and it leads to three types of problems. First of all, change creates confusion. As things change, what you thought that you knew for sure no longer makes sense. Creating clarity is the key to eliminating this problem. Second, change creates contradiction. Things that once fit together no longer seem to work as you want. Creating alignment is the key to eliminating this problem. Third, change creates ambiguity. What matters shifts so you lose track of what needs to get done now. Creating priority is the key to eliminating this problem. With clarity, alignment and priority you get the focus you need.

A Winning Company

An offering is a solution that you sell in a market. A winning offering is one that creates value and succeeds. In other words, a winning offering creates value for your customer and brings you the success that you want. This means that a winning company is one that meets two key requirements. First, each offering that you have needs to win on its own. Second, the way that each of your offerings wins needs to be in alignment with the others.

Brutally Pragmatic

The logic of focus is brutally pragmatic. When you choose to get focus there is no compromise or middle ground. It means that you must prioritize what matters and you must ignore what doesn’t. Make no mistake about it though, getting focus is no easy task. The world is full of signals and noises. What matters and what doesn’t is always changing and there is no stopping this change. Surprisingly, making this hard choice feels good. With focus, you know that you are seeing, sharing and doing what matters most right now.

Nothing Is More Important

There is nothing more important than your offering. It is the bridge between you and your customer. The logic of an offering is simple. Each solution that you choose to sell needs to create value and succeed in each market that you choose to sell it. In other words, winning has two sides. On one side, if a customer pays for your offering then it creates value. Value creation is all about the customer’s wants and needs. On the other side, if it meets your expectations then it is a success. Success is all about your wants and needs.

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Align to Focus, LLC
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