We are currently in a “Polar Vortex” in Minnesota and it got me thinking more about taking a vacation to a Caribbean Island.  But rather than take a trip, I thought a marketing metaphor would be just as good!

We are all on a journey

As a marketer, I am fascinated with metaphors and the power they have to make us look at our world in new and interesting ways.  As I was searching for Caribbean destinations, a marketing metaphor arose from Google that I have shared with my staff and may be helpful to you as you think about how you market your business:

The idea that our clients are on a journey from Island A (where they’re struggling with their problems) to Island B (where they have the results they’re craving). And our business is a boat that can take them from one island to another. Our point of view is the map and route we take. And the bright Sun in the sky is the deeper cause behind our work.

Adapted from Tad Hargrave, Marketing for Hippies

Clearing the fog to see clearly what we want to achieve


Let’s take this metaphor and apply it to your business.

Being clear on your current struggles is the first step.  Before you set off plotting a new course away from Island A, here are some critical questions to ask to make sure you don’t plot a course to the same problems:

  1. What is working for you?
    Some things are working and when we map the course to a new Island, we need to keep those things in mind.
  2. What is not working for you?
    These are things we want to make sure are not on the new Island.
  3. What frustrates you?
    Eliminating frustrations makes life better!

As we think about Island B (the results we are craving):

  1. What would you like to achieve in the next 12 months?
  2. What is your greatest need ?

Through this process, you are creating the map and charting a new course.  Sounds simple doesn’t it 🙂

Tomorrow I will share more about the Vivid Image Point of View (map) to give you an idea of how to chart your course to new and exciting destinations for your business.


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