I Can't Watch Star Wars

Sexy brands do something special.

And if you're not doing it, you're playing in the minor leagues.

It changes everything: how much you sell and how you retain talent.

It's simple.

But it's not obvious.

Look.

It's 6:27 AM.

I'm in my living room (which is your living room). A while ago, I set up a desk here to work facing the window.

To my left, there's a cabinet with mugs.

Lots of mugs.

Homer, Tasmanian Devil, Mr. Potato Head, Minions, Mickey.

A little bit of everything.

My wife and I have been collecting them since our honeymoon.

As I drink chamomile tea from one of them, I see one that stands out.

R2D2.

The white robot from Star Wars.

And here's the thing.

I have several Star Wars items.

The R2D2 mug.

A Darth Vader one.

A retro T-shirt.

A hoodie with the villains.

Another LEGO version.

Quite a few things for someone who hasn't seen a single movie.

Every time I try to watch the first one, I fall asleep.

I haven't been able to finish even one.

And yet, here I am. Buying.

Strange, right?

It's like people who wear Harvard sweatshirts or NASA jackets without ever having stepped foot on a university campus or read a book about space.

What's going on?

Why do we buy brands we don't even fully understand?

It's simple.

You don't buy the mug.

You buy what the mug says about you.

People don't buy products.

They buy what those products say about them.

And for your customers to feel the same way, you need one word.

Consistency.

Everything you do should point to the same place.

Your brochure.

What you said in your last newsletter.

How your salesperson talks.

What you publish.

What you promise.

How you deliver what you sold.

When a brand is consistent, it's sexy.

Like that. Without begging.

Like the attractive person at a party.

And something interesting happens.

Selling becomes easier.

Attracting talent, too.

When the company knows who it is, the team feels proud.

They want to stay there. They want to be a part of it.

It's not magic.

It's daily coherence.

Now ask yourself:

Does my brand communicate something clear, or does it just sell stuff?

If you want your business to stop competing on price and attract people eager to work with you, apply for a 30-minute diagnosis with me.

Sincerely,

Carlos.

P.S. Remember, serving is the way.

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Shopology S.A. de C.V.

Av. Pacífico 468 Local C, Coyoacán, Ciudad de México, CP 04330, México

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