Imagine you’re in a room, and the lights are down low, so it is difficult to see correctly. But you can see enough to notice a person on the other side of the room you would like to talk to. Over the next few minutes, you do your best to attract their attention. You look over toward them. Are they looking over at you too? The problem is they do not see you. Attracting attention in the dark is not going to work. You need to turn the lights on! C3 is all about turning the lights on and then keeping them on.
This is why communication in all its guises is essential to developing any business. Without it, nobody knows you are there. Over the years, I have written much about the importance of sales; there is no doubt that selling skills and processes are vitally important. It would also be accurate to say that nothing significant will happen in sales without great marketing.
The better the marketing, the less you need to sell and the more it becomes an order taking process. This becomes even more important as virtual sales dominate many business models. But this is not all marketing is about. These communications face inwards and outwards, and constructing and delivering the right messages at the right time is of great importance. In today’s business world, story-telling has become a must-have skill.
This section emphasises the importance of the story behind your business and the best way to deliver it. We also look at how best to connect all the dots from the foundations into your mainstream marketing, creating consistency of story which does not focus on what you do but why and how you do it.