Attract Loyal Customers with Your Values

Quick Insight

Purpose, values, and dreams are the deepest motivations of your customers.

“Best brands transcend consumer segments and regional markets by rooting their brand in universal values. They create and occupy a mental space that goes beyond the product or the category. They serve a bigger purpose.” -From a Millward Brown study of best brands as quoted in The Story of Purpose

“Sell dreams, not products.” is wise advice from Carmine Gallo, author of Talk Like TED. What is the powerful desire you help fulfill for your customer? What deep value of theirs do you foster? 

Your product is a commodity, but your purpose attracts loyal fans. You truly understand them. They don’t consider your product or service as a zero-sum win/lose transaction. You help each other take one step toward achieving what each of you wants. Your purpose and their dreams are a powerful combination.

I wish you loyal customers. I wish you well.

- Rob Stephens

Further Insight

CFO Perspective Resources

  • Free Download: Customer Dreams Worksheet - In this worksheet, you’ll identify the dreams of your customers and how you fulfill them. You can then clearly communicate the value you provide to customers.
  • Video: How Do You Create Value? - You get what you value when you provide value to others. Business success comes from creating value for owners, customers, and employees. I’ll explain how to discover and increase what each group values. I’ll also reveal the “Three D’s” and “Three P’s” that each group wants.
  • Course: Creating Value - Business Success from Shared Value - You get what you value when you provide value to others. Business success comes from creating value for owners, customers, and employees. In this program, you'll identify exactly what each of these three groups value and how to increase that value - and your success.

Get all the CFO Perspective resources with a FAST (Finance and Strategy Toolkit) membership.

Accelerate your success with FAST

FAST (Finance and Strategy Toolkit) is a membership program that

gives you access to a massive collection of resources

for small business advisors and staff to lead their company to

profit, growth, and purpose.

The right tools save you time, reduce your stress, and improve your effectiveness.

Learn More
>
Success message!
Warning message!
Error message!