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Ever heard of the book Strengths Finder 2.0 by Tom Rath? It’s an interesting book written to help individuals identify and use their strengths to improve themselves. It also speaks to how, as business professionals and parents, we spend way too much time focusing on our employees’ or child’s weaknesses rather than how to make the most of their strengths.
Many marketers fall into this same trap. We spend a significant amount of time, energy and messaging trying to shore up our weaknesses against the competition instead of leveraging our strengths to crush them. Below are a couple of thoughts from the book to consider. Simply replace “person” with “brand.”
> Each person’s talents are enduring and unique.
> Each person’s greatest room for growth is in their area of greatest strength.
The book also speaks to the fact that many of us as individuals can’t even properly identify our specific strengths, and all too often the same can be said about marketers and their brands.
I’ll leave you with the following quote used in this book ...
"Most Americans do not know what their strengths are. When you ask them, they look at you with a blank stare, or they respond in terms of subject knowledge, which is the wrong answer." — Peter Drucker
Do you know your brand’s strengths? Are they prominently and clearly articulated in your message? If not, pick up a copy of Strengths Finder 2.0. It may get you thinking about your brand and its strengths. You may even pick up some tips to help you personally and professionally.
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