Doing Business With a Heart and a Backbone
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The document emphasizes the importance of combining emotional connection (heart), rational thinking (brain), and strong convictions (backbone) in doing business effectively. It highlights the need for discovery through questioning, seeking diverse insights, and fostering urgency to inspire action towards impactful outcomes. Ultimately, the synergy of these elements facilitates significant change and rallies people around shared beliefs.
Doing Business With a Heart and a Backbone
- 1. One-minutelessons ondoingbusiness 30W i t h a H e a r t a n d a B a c k b o n e
- 2. Locate your heart. It’s right in the middle of everything. Center yourself in emotion. One
- 3. Don’t confuse your heart with your brain. Or your stomach. Or your liver. TWO
- 4. Listen to whatyour heart has to say. What connects you to a cause, issue or organization? THREE
- 5. But listen to your brain, too. Think through all the dimensions. Four
- 6. Don’t forgetto gut check. Are they just feelings or a deeper truth for your audience? Five
- 7. 7 Remember: What’s true for you might not be true for everyone. Assumptions should kick things off, not be the final thought—ask, ask, ask. Six
- 8. 8 Ask lots of people lots of questions and see what shakes out. It’s called “Discovery” because it’s the process of uncovering bigger truths. Seven
- 9. 9 To find new insights, seek out extremes. Look for those who are deeply connected to your cause and those who are new to it. Eight
- 10. 10 Sail pastwhere you think “done” lives. Ideas should lead to better ideas. Nine
- 11. 11 Connection is greater than cleverness. Ideas should be a vehicle to connection. Ten
- 12. 12 Why? People support what resonates with them emotionally. Eleven
- 13. 13 Trustthe urge to tear up. Or the urge to punch a wall. Twelve
- 14. 14 Let one powerful idea guide you. It will center you and orient you. THIRTEEN
- 15. 15 It’s notaboutyou, it’s aboutTHEM. Your North Star should rally people to their own core beliefs. FOURTEEN
- 16. 16 A good North Star points an organization or project forward. A great one points toward something bigger. FIFTEEN
- 17. 17 Your North Star is a direction, nota destination. You need conviction to get where you’re going. SIXTEEN
- 18. 18 Conviction is what makes people walk their talk. Without it, the North Star is just a pretty thought. SEVENTEEN
- 19. 19 Believe it, do the work and people will rally. If you have conviction, you will inspire it in others. Eighteen
- 20. 20 This is backbone. Conviction, informed by beliefs and rooted in emotion. Nineteen
- 21. 21 Ifyou lack conviction, you’re missing everything. Conviction keeps you upright and supports everything that you do. Twenty
- 22. 22 It’s now or never, unless it’s later. People with conviction actually get things done— but only when they feel it’s urgent. Twenty-one
- 23. 23 Determined people get stuff done. Urgency is a force to be reckoned with. Twenty-two
- 24. 24 Urgency sparks movement. Movement is action. Twenty-three
- 25. 25 We want people to do things, notjustthink things. Isn’t action what this is all about? Twenty-four
- 26. 26 Action is howyou move needles. Because it’s not us (the marketers) who are handling those dials—it’s our audience. Twenty-five
- 27. 27 Impact is all ofthe above. (And more.) When the right people are rallied around a big idea and are ready to take action, that’s when you make an impact. Twenty-six
- 28. 28 This is where magic happens. Impact is about making a discernible difference in the community. Twenty-seven
- 29. 29 Think about howwhatyou do ripples through the community. Impact isn’t just donations or volunteer hours (though those could be part of the picture). It’s the whole picture. Twenty-eight
- 30. 30 Heart + Brain + Backbone = Impact Impact is only possible by starting with the heart. Twenty-nine
- 31. 31 This is howyou find your people. This is howyou find your purpose. This is how you make a difference. A real, tangible, big difference. Thirty