Written by Fernando Ureta on 8/7/2019

The pace of change has accelerated to the point where a standard business plan is no longer enough to plot the future of your business with any certainty. Disruptive technologies or unexpected competitors can come along and displace your business overnight. How do you position your company in this hyper-competitive environment to ensure you can create an ongoing impact and compete against traditional enterprises? You create a Purpose & Effective Business Map that identifies the gaps between where you are and where you want to go.


A brand is the most critical thing you can own. In today's economy and as a social entrepreneur, you must define your business values and who you want to be. It is about learning to differentiate yourself in the market segment by living your true nature at the same time. 

Being a purpose-driven business that is good for the planet can be a HUGE differentiator. But it is equally important to add more tangible value to the market than anybody else. The key to branding is to create an extraordinary experience in the consumer's mind.


What do customers get from you, and what do they get from your competitor? Answering this question is the essence of the customer experience, and it is what differentiates your business. The better you are at shaping that experience, the higher will be your impact.

We believe that in today's world, we should advocate building meaningful relationships with all the people we cross, like team members, suppliers, prospects, and of course, clients. 

In this section, we are going to explain how you can build your compelling ethical marketing strategy by putting people involved with you and your business first. A business strategy to forge your activities around. 


There is one thing to remember if you remember nothing else: SALES = INCOME. If a person's income suffers or if a business suffers, it is not because of the lack of quality products, creative ideas, or an inspiring work ethic. It is because this person is not performing well in sales. 
No sales = No Income = No Business = No Impact = No Joy. 

The first lesson in sales is to know how to play your strengths. It is to understand how to be your authentic self in all cases. Perhaps you have been led to believe that you have to be like someone else to make money. Or maybe you have been told that you have to be a particular type of person. 

Inside of you is the fantastic ability to make a significant impact on the world. All you have to do is answer these two questions: 

a) Do you like to help other people or the environment and create a positive change? 
b) Would you like to make a lot of money helping lots of people or the environment and meanwhile scaling your positive impact? 

If you said yes to both, you are in the right place. 
In business, the message is clear: You have to know how to sell, how to teach others to sell, and how to build a great team that can sell. That is how business impact multiplies. 


Why spend all your time, effort, expense, and credibility-building activity to attract new clients from the outside market when there is a more accessible and less expensive way to do it? You can partner with other people, companies, publications, and organizations and win new clients by entering their network. 

This way is faster, more efficient, and is only a fraction of the cost you would spend doing it yourself. And not to forget: You meet tons of inspiring people and create a powerful network of changemakers for yourself.

The best way to build a sustainable economy is through the power of collaboration. To get started, you need to identify what you can offer and what you need in return. 


The 80/20 rule says that 20% of your time, energy, and effort are responsible for 80% of your results. This means a massive opportunity for your business. By making tiny changes, you can achieve tremendous results.

Sometimes, when things aren't going the way you want, you might think you are millions of kilometers away from where you want to be. But the truth is, you are only 2mm away. You already have a lot of activities going on. Perhaps you have salespeople. Or you have ads running, people calling, word of mouth, phone calls, customer service. You have all these contact and impact points that can be measured, optimized, and maximized. 

The key to this process to measure your efforts, to quantify and finally improve them.


Fall in love with your CLIENTS, not your product or services. Your goal is to give them the best short and long-term outcomes.

You should aim to build a relationship where you know more about your client's needs, goals, and desires than they know themselves. You can anticipate and meet their needs in a way that no one else does.

It is all about adding more value than everyone else in the market. Being a Changemaker is a huge differentiator, but it is not enough if you are not meeting your client's needs. Satisfied customers will leave in a heartbeat when they get a better offer, but raving fan customers are with you all the time. You cannot create raving fan customers with a simple marketing campaign. You create raving fan customers by creating experiences and understanding them in a way that nobody else will do.

The reality is that people do not care why you are in business. The only reason they deal with you (or they let you deal with them) is that to some extent they see an advantage in it for themselves. The more precise and more powerful you can serve them, the more you raving fan customers you will get.


The difference between making it or not is psychology and your set of skills. You need both. But honestly, skill is the smaller one of the two. Our model is consists of strategies in all key areas of business. But without the right mindset is worthless.
When a business is struggling, most business owners tend to believe that it is because they do not have the necessary abilities to run a business or the right strategy to help it grow. But 80% of the time, the chokehold on a business is the psychology of the leader.

Very often, we learn something valuable from a mentor, a seminar or university, and are super excited. But in the end, we do not follow through and do not apply it.

Knowledge is NOT power. Knowledge is POTENTIAL power. Execution triumphs knowledge every day of every year. The goal is to be able to execute on the strategies you know and apply them to achieve the impact and success you deserve.

4Change Makers

We help conscious entrepreneurs grow a profitable Social Business that is meaningful to our world.
If you're interested in scaling up your social business with a business model that balances purpose & profits click the link below request a free strategy consultation.
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