Momentum Podcast: 34
Client Centric Mission
by Alex Charfen
Last week, I had massive, overwhelming anxiety. Here's why, I was sick. I was actually sick from before the 1st of July, until about Saturday or Sunday, so over seven days.
When it comes to company mission statements we are getting it wrong.
We create long convoluted sentences no one can remember or care about.
Some coaches and consultants want you to project 3, 5, or 10 years into the future and predict where you will be. I believe this is one of the biggest limitations you can create.
I have worked with some of the most successful entrepreneurs and organizations in history and they drive their success through a client centric mission and you can too… in under 10 minutes.
Full Audio Transcript
I'm Alex Charfen, and this is the Momentum Podcast, made for empire builders, game changers, world makers, shot takers, and creators of all kinds, those among us who can't turn it off and don't know why anyone would want to. We challenge complacency, destroy apathy, and obsess about creating momentum so we can roll over bureaucracy and make our greatest contribution.
Sure, we'll pay attention to their rules, but only so we can bend them, break them, and rewrite them around our own will, because we don't accept our destiny, we define it. We don't understand defeat, because the only way you lose is if you stop, and we don't know how. While the rest of the world strives for average and clings desperately to the status quo, we are the minority, the few who are willing to hallucinate that there could be a better future, and instead of just daydreaming what could be, we endure the vulnerability and exposure it takes to make it real. We are the evolutionary hunters, clearly the most important people in the world, because entrepreneurs are the only source of positive human evolution and we always will be.
Welcome to episode 34, client centric mission. In episode 33, I talked about what people like us do when we lose passion. And for me, the one way that an entrepreneur can reconnect to source, can reconnect to momentum, can reconnect to the passion, the drive, the motivation, that inside fire that makes us move forward, is to remember who we serve, who we're doing this for, because we as evolutionary hunters are hard-wired, programmed to keep our tribe alive, to help the people around us who want to move forward with us, to make sure that we are making things happen and serving those around us.
I want to share with you this concept, client centric mission, because I want to help you with your elevator pitch from now on. I want to help you with the answer when somebody says, "Hey, what do you guys do?" I want to help you with the thing that you should say at every party when you start up small talk and somebody says, "What do you do?", this is going to be your answer, and I want to help you with a simple statement that you can use to motivate you and your team for now and forever. This is called the client centric mission.
I want to say something up front about this. I'm going to help you build your mission in one podcast, because here's what I think about the world of mission building, and building these statements, is that we are getting it inherently wrong. There are consultants out there that have weekend retreats where you think of this stuff. There are coaching programs out there, well, they will spend three months trying to get you to come up with your mission statement. The fact is, what we're really doing is creating these long, convoluted statements that mean little or nothing to anyone. I can't tell you how many times I've been in a fast-growing company's offices, and I'll say, "Do you have a mission statement?", and they'll say, "Sure," and I'll say, "Great, what is it?" Then they have to pull it off of the wall to tell me what it is. Obviously, at that point, it's not doing much of anything.
So, I want you to right now, with me, assemble your client centric mission. We're going to do this by answering four simple questions: Who do you want to help, how do you want to help them, what's the change you want to make, and how will you know you're successful? I know I ran through that fast. It was on purpose. Let's examine each one.
First, who do you want to help? In this statement, what we do is we say who we want to help, but what makes the people you want to help different than the rest of the world? I don't just say, "I want to help entrepreneurs." The first part of my client centric mission, where I answer who do we want to help? For me, I want to help visionary entrepreneurs who can't turn it off and want to make a contribution just as much as they want to make a living.
See, I know that's a completely different type of business owner. That's a completely different type of human being than the average entrepreneur. Why? Well, one, if you can't turn it off, then you're going to relate to me, and you're going to hear that, and every person I've ever worked with wants to make a contribution just as much as they want to make a living. They want to make a change in the world just as much as they want to get the big checks.
For you, who is yours? Who is it you want to help? How are they different from the rest of the people around them? That's question number one.
Question two, how do you want to help them? What is it that you're going to do? How are you going to help them? The way that I help entrepreneurs is ... my how is, we help entrepreneurs with the systems, the tools, the frameworks, and the protocols that help them stop limiting behaviors, understand themselves better, and create unlimited momentum.
What is it for you? How are you going to help the people you serve? What product are you putting together? What service are you giving them? What is it that you're going to share with them?
Now, the third question ... I know I'm going through this fast. I want to show you just how quickly you can come up with your client centric mission. The third question is, what is the change you want to make? See, we don't realize this, but most businesses, at least the ones that are successful, the ones that change the world, the ones that leave that indelible impression out there, are the ones that want to make a change. The change I want to make is that entrepreneurs know how to work in their strengths, and don't focus on their weaknesses, because when we lean into our strengths, that's when we look the most talented, appear the most gifted, and that's when we go out and change the world.
For you, what is the change you want to make? How are you going to affect those clients? How are you going to use the how to actually make a change in the world and make a difference?
The last question is, how will you know when you are successful? What is that long term, big goal, that massive outcome that you want? Because here's how I know I'm successful: entrepreneurs ignore their weaknesses, work in their strengths, make their greatest contribution, and our organization has helped thousands of entrepreneurs create multi-million dollar companies.
Now see, when you tie this all together, everything changes. When you tie together who do you want to help, how do you want to help them, what's the change you want to make, and how will you know you're successful, here's what it sounds like.
When somebody says to me, "Alex, what do you guys do?" I say, "We help visionary entrepreneurs who can't turn it off and want to make a contribution just as much as making a living, by creating systems, frameworks, processes, and protocols that they can participate in to understand their strengths, stop limiting behaviors, understand themselves better, and create unlimited momentum, and the change we want to make is that entrepreneurs lean into their strengths, ignore their weaknesses, and can make their greatest contribution. And my company, my organization, [Katy 00:07:06] and I. will know we are successful when entrepreneurs don't consider their strengths anymore, they only understand their weaknesses, they go out and change people's lives. Our organization has helped hundreds of entrepreneurs, maybe even thousands, create multi-million dollar companies that are changing the world."
See, that's my elevator pitch for my company. That's my answer at a cocktail party when somebody says, "What do you do?", that's what I tell people. And here's what it ensures. We're either going to have a really interesting conversation, or they're going to leave me alone.
Here's where this really comes in. I share that client centric mission with every person who ever applies to work with us. I share that client centric mission with anyone who's ever going to put their hands or their heart near our clients, because I want to know that they are just as passionate about what I just shared as I am. Because when you have a clear client centric mission, here's what happens: you attract the right clients, you attract the right team, and you start making the difference that you actually are committed to and know you can make.
So, four simple questions: who do you want to help, how do you want to help them, what's the change that you want to make, and how will you know you are successful?
This is a framework that you can use off-the-cuff to share with people what's going on in your business. This is framework you can teach your team so that they know how to talk about what you and your company does. This is a framework, a statement, this client centric mission, that you can use as the long term, driving force for your company, because what I just shared with you, who we want to help, how we want to help them, the change we want to make, and how we will know we're successful, is enduring. We will use that mission statement for years to come, and we will continue to drive towards that ideal outcome, and everyone who works with us knows exactly how we feel.
So, there it is. In under 10 minutes, with an introduction, the fastest way that you can create that long term outcome that you can drive towards, and this is why it's so important. I've shared with you on prior episodes that people like us need to have an outcome that's easy to understand and impossible to misunderstand to be in momentum. I've shared with you that the bigger the goal, but the clearer it is, the easier it is for us to maintain momentum, and measure towards success. And I've shared with you that when we have an outcome that is compelling, that drives us, that gets us up in the morning and makes us feel alive, that's when we can use our naturally given, evolutionary provided, innate motivation to make things happen.
This client centric mission neurologically triggers that place in our minds that connects us to source, connects us to the universe, connects us to that greater intelligence that exists around all of us, and allows us to have the influence, the affluence, and the effect we want on the people we serve. So, from this point forward, when somebody casually asks you, "What do you do?", I want you to practice your client centric mission on every single one of them. What you're going to find is that those who are with you are with you immediately, and those who aren't, you no longer have to waste your time with them. The client centric mission is one of the most powerful statements in your company, and it's going to take you less than 10 minutes to put it together.
Here's what I want you to do. If you rewind this podcast and you listen to it again and you're doing this for yourself, do not overthink this. Give yourself 15 minutes. Come up with a draft of this statement, and start using it, because each time you do, you're going to feel that chemical change of momentum in your body, and it will get better over time. It will develop over time. You'll say it differently in different situations. But, when you follow this simple framework of who do I want to help, how do I want to help them, what's the change that we want to make, and how will we know we are successful, not only will you be heard, but you will continuously, and with a deep level of commitment, connect to the people you serve, and create unlimited momentum.
Join me for episode 35 where I'm going to cover entrepreneurs and imposter syndrome. Why do we so often hold ourselves back, keep ourselves short of doing what we really want to do, and how can we get over those feelings, and understand why we feel that way better. I'll see you on episode 35.