You need to be selling the products that bring you the most joy. Why are you pushing something you hate doing? Don't do that," Hawkins tells me. "I know so many people, especially in the SMB space, who are in a rut because they've backed themselves into selling something they don't actually like selling." This perspective emphasizes the importance of passion in sales and marketing, suggesting that genuine enthusiasm for products resonates with customers.
Everybody wakes up the hero of their own story. Your customers, the people you're trying to draw in... The story needs to be about them. In other words, you're not Batman - you're Alfred. This shift in perspective from brand-centric to customer-centric storytelling highlights the necessity of positioning the customer as the protagonist in their own narrative, thereby fostering a stronger connection with them.
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