Why Supertight Brand Loves Barbara Bush’s Definition of Success: How Adopting This Motto Can Help You Create a Brand That Inspires Passionate Loyalty.

Apr 19, 2018

Former first lady Barbara Bush made her transition to the Great Beyond this week. As the beloved 92-year-old icon is the only person ever to have been both the wife and the mother of an American President, we can guess she knew a thing or two about leadership, service, and the incredible pressures that come with such responsibility – no matter how we might feel about her family’s politics.

The internet is full of her linguistic gems this week – I loved learning what she said in response to students at Wellesley College objecting to her giving a commencement address in 1990: “No Big Deal. Even I was 20 once.”

But my absolute favorite was her remark on the ultimate measure of success: “Never lose sight of the fact that the most important yardstick of your success will be how you treat other people.”

In addition to the obvious merits of such a philosophy, I’d like to point out the perhaps less immediately apparent advantages of taking this as your personal and business brand benchmark. Here’s how emulating Barbara Bush takes you down a seven-step path that make your brand Supertight – and helps you take “treating others” to a whole new level.

  1. At Supertight Brand, we believe the single most important factor that predicts the likelihood of business success is having a rock solid UVP, or Unique Value Proposition. You either have a one, a real UVP, or you have a ULM (a Unique way to Lose Money). This is where so many startups sadly fail.
  2. The most reliable way to determine UVP is to see your offer from the perspective of your ideal client or customer. This requires a rigorous inquiry into the details of this certain kind of person’s life; as we like to say, GET THEIR WORLD.
  3. In order to “get their world,” you must do two things: choose a particular flavor of ideal client/customer, and build for this person, not any person. Next, you must be interested enough in this person’s world that you engage in real inquiry, discover real empathy for someone who is not, in fact, you. We call this creating your avatar.
  4. If you succeed in creating a solid avatar, by choosing a specific type of person and designing an offer for their world, you are basing your business on how you treat someone else, not just on your own preferences.
  5. If this person (and a hundred, or a thousand, or a million other people with a similar reality) feels like you’ve solved a breakdown that is particular to them, in a manner that makes them feel seen, that celebrates their identity, and creates a sense of belonging, they will be loyal. Especially if you continue to develop your service or product through continual exploration and understanding of the challenges of their journey as it evolves.
  6. Then, he or she will make you rich.
  7. And then, the richer you are, the more resources you will have to expand your own possibilities of treating the people, creatures, and causes who are important to you. Which seems like a pretty damn rich and successful life, in all senses of those two words.

Nice one, Silver Fox. Happy Journey to the Celestial Realms of your choice. Thank you for your service to the planet!

PS: I know I am using incorrect pronoun case reference by referring “a person” as “they/their/them.” But it gets boring and tiresome to keep saying “he/she/his/hers/him/hers.” I hope you can accept I’m choosing simplicity over correct grammar, and understand this hurts me even more than it hurts you.

PPS: For more detailed discussion of choosing ideal client/customer or avatar(s), and designing from “their” world, see other posts such as Fear of a Stuffed Planet.

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