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WHEN A CHILD 
needs to go wash her hands, it’s best not to say, “don’t touch the walls!” That’s the surest way to ensure that you’ll get handprints all over the place.
Instead, you give them the positive instruction, “keep your hands together until you get to the bathroom!”
The idea is that the word “not” tends to be filtered out, and you’re firmly planting the unconscious message, “touch the walls!” This has been verified through experimentation, and I’ve seen it work in practice.
The same works for adults.
WHEN YOU communicate a set of values out to your customers, some of them will reject your message. But then again, others will be attracted to it.
This WILL polarize your customer base.
But that shouldn’t scare you off, because this kind of thing happens all the time. If I have a restaurant which targets the affluent, it’s going to turn off those people who are cheapskates like me. But another restaurant which highlights affordable meals for the masses will be looked down upon by those who believe it’s beneath them.
THERE was a wonderful discussion this week when I put an announcement of this blog in one of the Facebook groups. I have to say that I’m very pleased with the support I’ve been receiving.
Someone made a great point about how they’ve strongly branded their coaching business with a Christian theme, and how well that’s worked. For myself, I’ve chosen to emphasize two points:
- My personal faith journey as a basis for how I approach my coaching and business
- An additional dimension of discussion that I might use with my clients if they get value from it
The Values-Based Business 