In Order To Exit You Must Have a Point of View

In today's crowded market landscape, having a clear voice is a must. 

If the aim is to cut through the noise, especially with Gen Z, what you say has to resonate.

But for many individuals and organisations alike, the concept of:

A "point of view" (POV) remains frustratingly elusive.

It's not simply about Vision, Mission or Internal Values (though those are important!).

Your POV is your outward facing stance, your unique perspective on the world and the issues that matter. What are you fighting for and against, who who is villain if you’re the hero ?

Here's why a strong POV is critical for success:

• Clarity and Focus: A well-defined POV acts as a guiding light, helping you navigate complex decisions and communicate with purpose.
• Powerful Communication: When you know what you stand for, you can express yourself with conviction, inspiring and connecting with others.
• Building a Tribe: A strong POV attracts like-minded individuals, fostering a sense of community and shared purpose.
• Standing Out From the Crowd: In a competitive marketplace, a clear POV differentiates you and makes your brand resonate with the right audience.

Companies With a Compelling POV:

Several industry leaders exemplify the power of a strong point of view:

• Spacegoods created by Matthew Kelly : It is no surprise or secret what their POV is. They have a clear enemy / nemesis and that's coffee.

• Fibe Prebiotic Soda : A current favourite of mine created by Freya Twigden . A soft drink brand, full of flavour, 100% natural, minimal sugar, 5 mg fibre, prebiotic. Obviously these guys have made an enemy of Coca-cola but it clear to everyone what they stand for.

• Patagonia: This outdoor apparel company champions environmental responsibility and social justice, weaving this Point of View into its marketing and business practices. It has made an enemy of fast fashion.

Developing Your Own POV:

So, how do you discover your unique perspective? Here are a few pointers:

• Identify Your Passions: What issues ignite your fire? What trends in your field excite or concern you?
• Challenge the Status Quo: Are there industry norms you believe need disruption?
• Look to Role Models: Who are the thought leaders you admire? What values do they embody?
• Know Your Enemies: What or who that is out there can you rally against.

By taking the time to refine your POV, you unlock the potential to be a powerful communicator, a purposeful leader, and a true standout in your field.

Remember, your point of view matters matters, that’s what creates TRUE FANS, thats what builds brands and businesses that build brands EXIT.