Nobody Talks About Boring Businesses

Marketing podcast with Bernadette Jiwa

Perhaps one of the most primary objectives of marketing is to get people talking about your business. Sure, you actually want them to buy from you, but when there’s buzz, when people think what you’re doing matters, there will be sales.


photo credit: Kalexanderson via photopin cc

To me there is no more important job than building your business in a way that allows you to stand out from everyone else.

But, how do you create something that will get people talking? How do you build a story that people want to share and become a part of? How do you not be boring?

Not being boring doesn’t mean you have to create controversy or fanfare, it means you have to do something in a way that others don’t. It means you have to do something better, faster or with more soul.

There are two parts to beating the boring equation – first you need a value proposition that allows you to both stand out and deliver something that no one else is. And then you need a story to carry your value proposition.

What most of us are really trying to do in this world is build a loyal community and few things build community like a story worth sharing.

The first element, the value proposition, however, is actually the harder part to get right.

So often we want to tell the world about our product or our service. These might be nice things, but the reality is they don’t build community. Community forms around ideas, process, common language or what I’ve come to call “Method.”

In order to truly tap the power of a value proposition you must fully develop your way of doing business, your method for standing out and delivering value.

When you get this part right, the story people tell and build practically creates itself out of the common language of the community that forms around your unique method.

And that’s how to not be boring!

To expand on this notion I visited with Bernadette Jiwa, author of Make Your Idea Matter: Stand out with a better story for this week’s episode of the Duct Tape Marketing Podcast.

Jiwa’s book is a tremendous resource in arena of storybuilding and making your business one that people can’t live without.

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John Jantsch

John Jantsch is a marketing consultant, speaker and author of Duct Tape Marketing, Duct Tape Selling, The Commitment Engine and The Referral Engine and the founder of the Duct Tape Marketing Consultant Network.
  • Shily-Virtual Office Assistant

    “How do you not be boring?” This question is one which I generally tend to ask myself. Better or faster are the tried options and they are options of leap of faith, but the option do something with more soul is one of my motto.

  • Deirdre Adams

    It seems really easy to get carried away with the numbers and logistics of business. How many of this should I buy? What location should I choose? How do I advertise this product/idea? How much will all this cost? This post is helpful for businesses to either decide how to and why they should get the community interested in what their offering. These could be new businesses or just ones that need to refresh and renew their image. I know about the idea of developing something that competitors don’t offer; something that sets you apart. It was the idea of developing a story around that thing that sets you a part. Since word of mouth is so powerful, it makes complete sense.