If you wanted to learn how to speak French and I could give you a choice to achieve one of the following two options, which would you choose:
- To get an ‘A’ on your report card.
- To be fluent in the language.
Without a thought you would choose the second option. The second option clearly has more value than the first option. Even though the first option, may include the second, neither two are interlinked by default.
It’s an interesting analogy we can use when it comes to business objectives, brand propositions, and why we are embarking upon our latest startup mission. Do we want a number? (the A) Or do we really want thing that the number describes? (Fluency).
What’s also interesting is that speaking any language well is a life vocation, native tongue or otherwise. The achievement is not marked via formal qualifications, and language is most recognised when it has been learned on the street. A lot like business acumen in today’s rapidly changing world. The reality is greater than the certificate.
While fluency might be far too arduous a task for many of us, it’s important to recognise what we are really striving for before we even start.