The greatest superpower an entrepreneur or business can have is to be…different.
And perhaps the best way to be different…is to have an honest to goodness, Good Golly Miss Molly, point of fucking view (POV).
American Airlines exists. Emirates Airlines has a point of view.
Conservatism exists. MAGA has a point of view.
Liberalism exists. Bernie Bros have a point of view.
Burger King exists. Shake Shack has a point of view.
Rock bands exist. Metallica has a point of view.
What about you?
- Do you have an honest to goodness, Good Golly Miss Molly, point of fucking view?
- Does the market you serve know what that POV is?
- Does that POV simply get you attention, or does it remind people of the problem you solve?
What a POV does for you is transmit Signal.
Signal is what the market can actually hear about you. Not what you say. Not what’s on your website. What gets through.
Most entrepreneurs have never thought about their business in those terms. Ask them what’s holding them back and they’ll tell you they don’t have enough money, or the right people, or enough followers. But the thing really holding them back is a weak or misdirected Signal. Weak means you’re transmitting, but there’s nothing distinct to receive. Misdirected means the message is sharp enough, but it’s aimed at the wrong receiver.
Fix that, and the money and the people show up. Because when you transmit the right Signal at the right strength, you create Market Gravity. Business comes to you, instead of you chasing after business.
So why is your POV such an integral element of building Signal? Because your POV is the vehicle that carries it. You’re making a case for why something is a problem, who has that problem, what it costs them, why it’s important, and the way you uniquely solve it.
I define this as Signal Engineering; getting the three things into alignment:
- The Transmission — the problem you actually solve.
- The Receiver — precisely who has it.
- The Differential — how you solve it unlike anyone else on Earth.
When those three lock, you get Market Gravity. Most people try to buy Market Gravity with volume, frequency, and stunts. You can’t buy it. You build it. And a POV is how you start building it out.
The alternative is somebody looking at your website, your booth, or your LinkedIn headline and thinking, I’m sorry, who are you again?
Peace,
– RG
Previous Post: Build a Better Mousetrap and Stay Broke