At Churchill, we teach a communication framework called EOS, or your Explanation of Services. While it is designed to give you a tool to explain what, why, and how you do what you do, it's also a framework that can be used in any conversation, at any time. Ask me how I use it during dessert.
The reason being is that it begins with what you believe. And while it may be different than what other people believe, it's non-debatable. Why? Because it's YOUR belief. The EOS goes like this:
We want every teammate to be able to articulate their jobs in a way where they see the true value of what they do and how they believe it brings value to others. Today, I want to focus on "what makes you different."
How will you stand out amongst everyone else in the crowd? When a customer is choosing between you and all the other options, why will they choose you?
New York Time Best-Selling Author, Andy Andrews, talks about this as your Obvious Greater Value. Seth Godin calls it a “purple cow.” If you are driving by a pasture full of cows, and in the middle of the herd there is a purple one, which cow will you notice? Which one will you remember?
What makes YOU stand out? What makes you a purple cow?
Romans 12:2- “Do not be conformed to this world, but be transformed by the renewal of your mind, that by testing you may discern what is the will of God, what is good and acceptable and perfect.”
The Bible encourages you to not conform to the world. In other words, don't be like all the other lemmings chasing each other right off the cliff. Instead, take a step back and think. Then seek wisdom and identify how you uniquely bring value to others. And then practice articulating it and making it true.
For example, many businesses simply try to squeeze every drop of energy and output out of their employees day after day. Yes, this makes the company money, but that's not good enough for us.
At Churchill, we put people over profit. We spend a significant amount of time, energy, and money pouring into our teammates. This way, their cup fills up and they don't end up a dry sponge. Our teammates own the company, so they choose to work hard because they share in the reward. They aren’t being forced to work for someone else's gain. That makes us different.
Being able to articulate what makes you different and then making it true is critical to attract others.
Do not be conformed to the world but transform your mind. Be different than everyone else. It starts with your thinking. Spend time today working on your EOS.
What do you really believe about what you do and why that is important? How do you bring that belief about and what about you makes you stand out like a purple cow in the pasture? What makes you different?
