Every origin story has a seed of brilliance.
And, ideally, every origin story starts with aligning marketplace needs with the vision and core values you sought to bring into the world.
But what I see all too often is that the spark of brilliance and core values that are the foundation of your coworking business get lost, ignored, dismissed or buried deep on a seldom-viewed page of your website.
Your core values, however, should be reflected in every touchpoint across your brand.
It’s important to differentiate your brand—whether a coworking space, coffee shop, consulting service, or anything else—based on your vision and values. Trying to differentiate through your offerings is not enough. People want to know who you are and what you’re about. This is true right now, and will become increasingly true as young people—who care deeply about supporting brands aligned with their values—come of age.
As Daniel Pink writes in his bestselling book Drive, “People want to be part of something bigger than themselves, to achieve something they can’t necessarily achieve on their own.”
So if your coworking values are collecting dust somewhere, shake them off and bring them front and center so you, your team, your customers, your potential customers, and the public understand exactly what you’re about.
Every coworking space has desks; every coffee shop has coffee; every consultant has expertise. So don’t focus on these.
Focus on your unique values, perspectives, and unfair advantages, and share those with the world. This is how you supercharge your coworking brand and attract perfect-fit members.
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