Sausage or the Sizzle

Sausage or the Sizzle?

People don’t buy what you do they buy why you do it.

If you thing of these two areas; the Sausage is the commodity the product and the sizzle is the story, the way you make people feel, the end emotion.

We tend to get caught up in the product as the owner. We have designed it and put all our dreams, emotions and money into it.

Well let’s just analyse that for a moment how many inventors have created the next best thing to turn out to be the next nothing?

To many to mention, now this maybe because ultimately the product was floored all the funding wasn’t in place.

More than likely though the inventor was so wrapped up and involved in the product he didn’t sell the story and didn’t change the way people felt.

They were certainly selling the sausage!

When you think of other successful inventors or creators they do things differently they put the sizzle at the front.

The sizzle is the things that make people feel differently, a compelling story, a feeling an emotion.

I constantly refer to Steve Jobs but he didn’t create video conferencing he created facetime.

Would you videoconference your Nan or spend some facetime with her.

The sizzle is the thing that changes how people feel about your purpose, story, end emotion and the ability to communicate them.

So sit down and think about your business and split it into two areas

The sausage and the sizzle and ensure that everyone communicates the sizzle and that you don’t become a sausage.