01
Assessing Your
Current State

Welcome to Chapter 1 of our guide to unlocking the growth potential within your organization. In this chapter we’ll dive into the first crucial step of growing a successful business—assessing your current state. We’ll lay the foundation for your growth journey, as it sets the stage for identifying your strengths, weaknesses, and opportunities for improvement. We’ll start by exploring the importance of identifying your unique selling proposition and defining your core values, which serve as the foundation for your brand and messaging. By understanding what sets your business apart from the competition and what principles guide your decision-making, you’ll be well equipped to attract the right customers and build a strong, purpose-driven brand. Additionally, we’ll take a deep dive into assessing client satisfaction, and developing a one-, three-, and five-year strategic vision. By the end of this chapter, you’ll have a solid understanding of your current business state and be well equipped to move forward with a clear and focused growth strategy.

Identifying Your Unique Selling Proposition, Understanding Your Why, and Defining Your Core Values

To position your business for growth, it’s important to have a clear understanding of where it currently stands. As a starting point, you first must have a clear understanding of your unique selling proposition (USP) and how it differentiates you from your competitors. Your USP is the unique benefit or value that your business offers to customers that sets it apart from others in the market. It’s important to identify your USP early on as it will inform your marketing strategy, sales pitch, and overall business model.

To define your USP, you should start by identifying the problem your product or service solves for your customers. Then, you should consider how your solution is different from that of your competitors. Your USP should be communicated clearly and consistently in your branding, marketing, and sales efforts.

For example, a company that specializes in eco-friendly home cleaning products could define their USP as “We provide natural and environmentally friendly cleaning solutions for your home.” This differentiates them from competitors who may not offer eco-friendly options.

Another example is a fast-food restaurant that prides itself on using only fresh, locally sourced ingredients for its menu items. Their USP could be “We serve delicious fast food made with fresh, locally sourced ingredients.” This differentiates them from other fast-food restaurants that may not have a focus on fresh, locally sourced ingredients.

Now that we’ve touched on what a USP is and shown an example or two, let’s dig into the top five best practices for developing a USP that truly captures the essence of your business and resonates with your target audience:

Once you’ve identified your USP, incorporating it into your branding, messaging, and marketing efforts is a critical step in effectively communicating it, both within your organization and to the world. Consistency is key, so it’s important to make sure that your USP is reflected in all aspects of your business, from your website and marketing materials to the way you interact with clients and employees. Your USP should be integrated into your company culture and be a core part of your overall brand identity. This way, your USP becomes a clear and distinctive differentiator, helping you stand out in a crowded marketplace and build a strong and recognizable brand.

Start with Why

In addition to the best practices outlined above, it’s also important to understand and incorporate Simon Sinek’s Golden Circle concept when defining your USP. The Golden Circle is a framework that helps businesses understand why they do what they do and how to communicate that message to customers.

The Golden Circle consists of three parts:

For example, Apple’s “Why” is to “Challenge the status quo and think differently.” This is reflected in their approach to design and innovation, which is communicated through their “How”: “Designing and developing breakthrough products and experiences.” And finally, their “What”: “Personal computers, smartphones, and consumer electronics.”

By starting with the “Why” and understanding the core purpose and belief of your business, you can communicate your USP in a way that resonates with your target audience and differentiates you from your competitors.

The Golden Circle concept states that most companies start with communicating their “What” and “How” but fail to communicate the “Why” of their business.

For example, a company that makes and sells a specific product may start with explaining the features of that product and how it is made, but they don’t explain the purpose or belief that drive the company to make that product. This type of communication may be effective in selling the product, but it doesn’t create a strong emotional connection with customers or differentiate the company from competitors.

Another example is a company that is focused on providing a specific service, like accounting. They may explain the services they offer and how they do it (the “What” and “How”) but don’t explain the underlying purpose or belief that drives the company to provide those services.

When a company doesn’t explain the “Why” of their business, it can lead to confusion among employees about the company’s mission. Without a clear understanding of the purpose or belief that drives the company, employees may not be as motivated or engaged in their work. They may also find it harder to connect with customers and create a strong emotional connection.

In contrast, when a company communicates its “Why” clearly, it can create a sense of purpose and motivation among employees. They understand the bigger picture and can align their actions with the company’s values and mission. This is especially important in today’s world where many employees are seeking more meaningful work that aligns with their values.

When it comes to the Golden Circle, research suggests that companies who start with “Why” in their messaging are more successful in creating a strong emotional connection with their customers. According to a survey by Simon Sinek, only about 20 percent of companies in America start with “Why” when communicating their message, but those that do are 2.5 times more likely to be considered a leader in their industry.

Define Your Core Values

Once you’ve identified your USP aided by your “Why,” you should define your core values. Core values are the fundamental beliefs and guiding principles that shape your business decision-making and define the culture of your organization. Your core values should align with your USP, be consistent with the overall message of your brand, and be reflected in all aspects of your business. For example, if your USP is that your business is eco-friendly, then one of your core values should be “environmental sustainability.” Defining your values will help you attract and retain employees who share the same values, improve employee engagement, drive productivity, and help create a strong company culture.

The research also backs this up. According to a study by Deloitte, companies with strong core values have more-engaged employees and higher levels of customer satisfaction. In fact, companies with strong corporate cultures have been found to outperform their peers by 2.5 times in terms of revenue growth.

When developing core values, it’s important to consider what is truly important to your company and its employees. The top five best practices to follow for developing core values are: