The Power of Your POV
Ben & Jerry’s sells ice cream…and they stand for social justice.
Apple sells technology…and they stand for innovation and creativity.
Patagonia sells outdoor gear…and they stand for environmental sustainability.
These three companies have two things in common; each of them sells things, and each of them has a strong, recognizable point of view (POV). In its simplest definition, a POV is how your company sees the world. It humanizes your brand, it shines a light on your values, and, in the best-case scenario, it becomes an integral part of what you are known for.
If you think having a POV is only for familiar names like these or doesn’t really apply to your business sector, think again. According to Buffer, 64% of consumers with a brand relationship say shared values is the top reason for that relationship. Among millennials, the number is even higher, with 87% saying they appreciate when a company is transparent about its values. Time and time again I’ve seen this truth play out with my clients: Clearly conveying your business values drives value to your business.
Your POV differentiates you. Ben & Jerry’s has a lot of competition in the world of frozen treats. Does their ice cream taste better because every scoop is served up with a side of activism? Probably not, but it definitely gives boring vanilla a personality. That’s exactly what a POV should do; transform a seemingly faceless, cold organization into an entity that is authentic and relatable. It says, “Sure, we are in the business of A, B, or C, but we are also here to help solve X, Y, or Z.” The word relatable is really important because your POV isn’t going to be everyone’s cup of tea. In fact, it may cause some people to opt out of what you have to offer. Let them, because they are not your people. Which leads me to my next point…
Your POV rallies your customers. Look at the line outside any Apple store on product launch day and there’s no question its POV seriously resonates with its customers. This is the “birds of a feather” theory playing out in real life. When someone experiences a brand they really like, there’s a very good chance they’ll share it with other like-minded people. Does it get any better than a “hive mind” that creates a windfall of new, prequalified clients? Actually, yes. Over time this helps you learn precisely who those customers are, what makes them tick, and where to find them. Do that and you can successfully expand the sweet spot of people who 1) like your product and 2) love your purpose.
Your POV creates your source of truth. A couple years ago, Patagonia’s founder, Yvon Chouinard, announced that all profits over and above what’s needed to run the business will go to combatting climate change. Talk about living one’s values. His might be an extreme case but when you know what you stand for, making critical business and management decisions becomes a little easier. And that’s not all. Your POV guides your internal communications, so your team is aligned, and that creates a strong, unified voice that confidently speaks its truth to the world it’s working to change. How great is that?!
I’ll wrap up by asking: What is your company’s POV?
If you aren’t sure, a great place to start is to ask yourself, “How do I want my business to create value?” And if you’d like to explore the answer to that question, I’m just an email away and I’m all ears!
