The Infamous ‘Should’
As founders and business owners, we are inundated with ‘shoulds’. From Social media ‘gurus’ telling us that TikTok is ‘THE new platform to be on” or the Hormozi’s of the world telling us how we should be doing lead generation to reach six-figure months.
- You should be hosting LinkedIn Lives
- You should be on Social Media
- You should put your face out there
- You should be doing video content
It’s a grueling place for anyone running a business, whether it’s a founder-led brand or an SME with a bigger team. The constant suggestion that there is something else you ‘should’ be doing is overwhelming. Especially if your feeds are overrun with pseudo-influencers claiming to have the ‘secret formula’ for all your problems.
‘Shoulds’ are Dangerous
‘Shoulds’ are an “easy” manipulative marketing tactic. They position the writer as an authority. They push down on your pain, twist the knife, and then suggest their solution as the silver bullet that will solve all your problems. If you follow the call of a ‘should’ you will eventually look around and wonder where you are.
Fighting the ‘Should’: The Power of Foundations
It might take a while to overcome the personal mental hurdles of all the things you ‘should’ be doing as a founder. (We’ll leave that one for your therapist 😉)
For your business, there is a clear path to breaking free: strong foundations.
- Your business mission and values
- Your unique market position
- Getting clear on your ideal audiences’ actual needs
- Your authentic way of creating value
If you have clarity on these points, ‘shoulds’ will begin to lose their power.
Taking Action
Imagine this: You know that your ideal audience makes most of their buying decisions after attending industry conferences. Suddenly the ‘should be on TikTok’ becomes irrelevant. Instead, you know to focus your energy and time on building meaningful relationship during events.
That’s the power of knowing your foundation. Every decision becomes clearer. Every ‘should’ can be measured against your mission and your audience’s genuine needs.