Dan Gregory, Founder and CEO of The Impossible Institute.

Calling anyone who may be having a business Identity Crisis, the morning would have been an Inspiring new look into what your currently doing and possible things that you could change, tweak or transform your business . Dan’s seminar on the building of a better business was great and very engaging. Dan’s presentation imparted some instant ideas, some totally new concepts, and way of making small changes to things that we already do. Helping you think about your business differently and really look at who your clients are and what you are really selling.

Dan started with Why, How and What we do within business, identifying that the Why in any situation is always the motivator, tapping into your clients Why will always lead you to the How and What.

Your own Identity is what drives you, and in business your Identity drives sales. Looking at some current companies who have found their Identity and are instantly recognizable by the public. Apple for example are so well known for creating beautiful products, the first Iphone couldn’t send MMS, but this didn’t stop people cueing all night to be one of the first to buy one. They had the edge because other companies simply forgot who they were, and just concentrated on what they did. Proving that you don’t have to be the first to create something, you just have to be innovative in what you are doing.

We are living in a age of wants, and often a clients Disappointment is from an over exceptions/reality. People buy things to define their Identity, it takes us from who we are to who we would like to be and it is our job as hairdressers to sell that gap. Focus on what we are really selling, and who is our real competitors. We will find that other salons arenʼt are real competitors, as we are fast becoming a ʻtreatʼ that ʻfeel goodʼ industry and we are competing against other like industries.

Dan then went onto Culture within Business and the way in which we think, if we changed the way we view our businessʼ this could have a hugh change on the way our business performs. On average in the work place 50% of staff are not engaged within the business and 20% are disengaged. Work to a culture where everyone is engaged and growth in your business could be up 28%.

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To round up Dan has steps to that we can follow to assist us in building our business Identity, these are;

Make it Rich – Appealing, something that people want or be a part of.

Make it Unique – think out of the box, sometimes our weaknessʼ can often be the most unique part character.

Make it Interesting – challenge the Status Quo.

Make it Personal – where everyone within the business can contribute to the business and have some ownership, keeping them more engaged. Have shared values that people can link in with their own.

Make it Passonable - Word of mouth is the most effective way of building your business, having a good identity with enable clients to tell friends and give you that all important Platform to Expand.

Make it an Experience – Ensure good customer service; make their visit enjoyable.

Make it a Community – Multi-Media is the current biggest tool within any business, facebook is the 4th biggest nation in the world. Use multimedia to have a open forum for clients.

Make it Authentic – Do your clients know who you really are?  Be honest, as these days there is no such thing as one bad review with all the social media. People will reward the truth, respond to all feedback good or bad instantly. Don’t be afraid to re-create.

Make it Meaningful – In life we have nothing to lose but everything to gain JUST DO IT! Create meaning, experiences and be extraordinary in doing this your business will become YOU-NIQUE to you and your culture is formed.