Don’t just inform. Organize.
When was the last time you arrived at a sales appointment, and the decision maker said, “Glad you’re here! I know our appointment was scheduled for only 15 minutes, but as it turns out, I have an extra hour and a half today!”
More likely is the meeting where you encounter this rushed greeting: “I know our appointment was for an hour, but something has come up so I only have about ten minutes.”
Happens all the time.
That’s why I want you to think of the daunting task of the Google mission statement: “To organize the world’s information and make it universally accessible and useful.” Of course, Google has more than one singular focus, and serves more than just a user who wants to do a quick search to find a quick answer or fascinating fact. They serve consumers who are shopping, companies who are being shopped, and marketers who are into metrics. I get all that. But focus on that beautiful, simple idea:
“To organize the world’s information… and make it useful.”