Open Letter To That Entrepreneur

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Dear Entrepreneur,

It was Mother Teresa who said, “I alone cannot change the world, but I can cast a stone across the waters to create many ripples” a statement which is

profoundly true. I ask: what do people often mean by ‘change the world’? The paraphrase has been the creed of most entrepreneurs you would think they all agree to its extant meaning. I tell you what, if you set out to change the world, you’re not going to do it, it is not going to happen, except of course, the world is your pocket watch and you have the innate ability to reverse the flow of natural phenomenon, such as, the hand of time. If ‘change the world’ means starting your own company, you still can’t change the world, you can’t change everything or everyone, but, you can change the people who matter!

Real change is about people - changing people's actions, perceptions or the conversation. Successful change is almost always specific, not general. You don't have a chance to make mass change, but you can make focused change.

With regards to marketing and branding, regardless of your ideas, tactics and strategies, marketing is about creating market - branding is about creating reputation. The former without the latter is empty. And the latter without the former is deafeningly mute. To be sure, good branding can make people pay more for one product or service than another similar product or service. Branding is about emotion, and emotion turns prospects into buyers. It is about being recognized and being different- and that, my friend - can make a differential change.

Apple, a computer company, we may say, changed the world because its innovation is pretty much the way different people at various time and same people at the same time interact with a computer today.  It established a reputation for shaking up the tech industry by thinking differently.

According to Panos Mourdoukoutas, a business and investment strategist, “Apple’s chief critical success factor lies in its vaunting ability to consistently deliver very high quality values at very rational prices with very long product longevity and durability. Apple treats its customers as if they are modern day deities.”

Create a bond with customers, interact, listen, act, be the change, lead the change and ‘change the world’ (laughs). 

If brevity is the soul of wit, I leave you with a quote from one of the finest thinkers mankind has produced……“The world as we have created it is a process of our thinking. It cannot be changed without changing our thinking.”– Albert Einstein

Please accept the assurances of my best wishes.

Read 1206 times Last modified on Monday, 14 September 2015 06:54
Abdulwaheed Bashar

A brand strategist, who's passionately driven by the entrepreneurial spirit of medium and small-scale enterprises, and a keen observer of the Nigerian market economy.

1 comment

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