Have you seen this Bill Murray quote? “Every Olympic event should include one average person competing for reference.” When we met, my client had competed in five Olympics, medaled twice and was one of a handful in history to compete in both the Winter and Summer games. Basically, I walk. I was clearly "the one included for reference.”
But I was hired for branding; a reference to help shine a flashlight on her unique story and why others would care.
I was now looking into the face of the most focused person I have ever met.
And that's the first thing I learned. It begins with the face.
- What's Your Race Face?
Race face is code for what athletes call your look at the start line. It's when the camera zooms in (should you be televised), we try to imagine what’s going on in their head and they’re laser focusing on staying out of it. It's that face that's ready to go no matter what happened the moment before or what may come after. You can't make that face-up. That face tells the story of your heart and intention at that moment before the gun goes off. Olympians know it most often predicts your outcome. Win or lose it’s that face that gets you up and back in the game.
- It’s Not About “Your Why” It’s Your “Why Not?”
Reason for doing this? Why not? She loves the way it makes her feel. After all your training and skill why not love your game enough to give each race, each client everything you’ve got? Why not give it like you've got nothing to lose?
Over a few years, we worked to design a new corporate presentation, products, and her Give Back Cycling Program and company (www.conniecycling.com). And here are a few things she learned from me in getting there:
- What You Do And How That Makes Your Audience Feel Are Two Different Things.
We don’t care so much about what we see you do until we are moved by how you make us feel about ourselves.
- Let Us Have a Taste.
Tell us your real stories (like being at the start line worrying if your panty line is showing or filling the legs of a male team member’s suit with molasses before a race (not the Olympics) and watching him show with his race face on anyway because he was the master of that.
5. What's The Big Picture You See and Offer?
What's universal? What we want to let go of or aspire to have we haven't recognized before?
For this client, that big picture is “The Love of The Challenge.”
We learned your dedicated expertise makes you an Olympian in your field. Regardless of your game.The problem is most businesses don't know the real story of theirs.
Thank you for reading and if you share I will appreciate it as well.
I'm here to help and (generally) pumped!