The idea of ‘Job vs Career vs Calling’ came up recently as I viewed a Chip Conley presentation/video at the 2008 Gel Conference. (Conley is CEO of Joie de Vivre Hospitality, a boutique chain of California hotels, and author of ‘Peak: How Great Companies Get Their Mojo from Maslow”.)

He relates business to psychologist Abraham Maslow’s hierarchy of needs and suggested that in business we must Meet Needs, then move on to Meet Desires, then move on to Meet Unrecognized Needs.
Can you articulate that with what you offer?

Another question:
What five words best describes you/ your brand/ your product/ your service?

Myself being a visual learner, I loved the idea of boarding out five words that best describes me/ my brand/ my service.

In the video, Conley explains Maslow’s hierarchy as it applies to business, and more specifically, to the needs of human beings. He also explains how his team came up with the themes of his hotels.

Which led to an ah-ha moment for me!
Something else to consider:
Even if our client’s don’t fit our particular demographic, they may fit the ‘psyche-graphic’!