We’ve all done it – watched a season or three of a show we like.
My excuse is I watch while riding the exercise bike but I know what I am doing.
I am engaging in fantasy. Entrepreneurs and customers are all human beings.
At this point I believe it is due to our need for narrative – a sense that events, people, facts all tie together in a way that makes sense of the world.
Which is also the function of branding. We are drawn to logos and the images around brands because they tell a story – about the thing itself and by virtue of the human imagination – also about ourselves.
My 5-year-old just the other day said, “I’m a chip guy,” when I asked him what snack he wanted.
Funny, and instructive.
So as entrepreneurs we are building a world for our customers to inhabit.
This world is about the glory of owning your own business – and how to put profit first.
My wife’s world is about what great parents her customers are for paying for their kid’s piano lessons.
The restaurants we go to are part of our identity. We belong to a dinner club; I hate Chipotle – and both of those associations tell me who I am, why I work, etc. They also tell me what I am not.
Human beings need narrative – to make sense of the world and to triangulate their place in it.
So we do it by binge-watching video entertainment.
We do it by building our business – in such a way that we are giving our customers a world that makes sense of reality for them and provides an outlet for identity.
How to do it is simple. Stake out your piece of ground so that it as clearly defined as that map of Westeros in the Game of Thrones intro sequence:
Who are you and what is your role?
What is it you do in your world?
What is the geography of your world, the rules, the stakes – what happens in your world?
What character does your customer get to play when they enter your world?