GTM Unleashed: What Do You Stand For? No, Really, I’m Asking!”

Let’s cut through the charade, shall we? We’re not here to make small talk about your favorite colors or hobbies. Nope. I want to know the dirt, the nitty-gritty, the essence that makes you tremble and shout from the mountaintops. What do you stand for? No, I don’t mean your company’s buzzword-laden mission statement that even your interns can’t remember. I mean, what riles you up? What makes you pound the table?

Let’s be clear; if you can’t answer this question, you’re not alone. So many are sailing on the ship of “neutrality” to avoid upsetting anyone. But let me throw this at you: Neutrality is a fantasy. Your silence, your passivity, they, too, take a stance. 

For me, I stand for diversity, equality, and inclusion in all its glorious forms before it was “the right thing to do”.  I have been blessed to work with some of the most diverse teams that I helped create from the ground up. I grew up being the target of racism throughout my formative years, including some teachers.  I made a promise to myself in 1980 as I was heading to university that I would always surround myself with people I admired, and respected and who were better than I was at a certain function.  My family, friends, cohorts, and colleagues make me strive to be better every day.

What you stand for becomes your North Star. It’s what turns your “meh” customers into raving lunatics who would tattoo your logo on their forehead if it were socially acceptable. It makes your employees forgo an extra hour of sleep to get the job done. It’s what differentiates you from the hordes who are merely clocking in and out of life, trying to keep things “pleasant.”

The world doesn’t need another inoffensive, bland entity taking up digital real estate. It’s crying out for conviction, for brands and people willing to lay it on the line and say, “This is what we’re about. Love it or leave it.” It’s the difference between a “one-night stand” customer and a committed relationship. What you stand for is your magnet; it will either attract or repel. And that’s a good thing!

Here’s the mic drop courtesy of Malcolm X: “If you don’t stand for something, you will fall for anything.” So, quit lurking in the murky waters of indecisiveness. Decide what you stand for, embed it into your very DNA, and let it rip through the universe like a lightning bolt. It’s time to make some noise, don’t you think?

Like this message? Give me two minutes a day and I’ll help you scale your business so that customers are willing to pay a premium for what you offer and keep paying for it.