This week on Marketing Smarts, I speak with John Jantsch, the man behind Duct Tape Marketing. John’s most recent book is The Commitment Engine, and it focuses on the very personal work that small business owners need to do to build a business that, because it is imbued with purpose, attracts committed employees and customers.
I call this work “personal” because it involves, as John describes it, a great deal of introspection, reflection, and mindfulness—all activities aimed at producing a sense of clarity with regard to the purpose of the business one seeks to build.
Far from being some form of kumbaya-infused navel-gazing, however, this search for a clarity of purpose is, to John’s mind, critical to sustainable business success and core to building a community that will support the business through thick and thin.
“If you can create something [around] a very powerful message,” John told me, “a business that’s built very much on ‘Here’s why we do what we do,’ and there is an audience that is not getting that from somewhere else, they will become extremely loyal and help you build a very, very profitable business.”
Growth Demands Change
“I don’t find that you can ever grow unless you change,” John said, “unless you create new behaviors, unless you create new habits and go out there and do things that you have never done before.”
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John Jantsch, a marketing consultant, speaker, and best-selling author of Duct Tape Marketing, The Commitment Engine and The Referral Engine.