I interview Social Entrepreneurs the world over on my podblog. I’ve also worked alongside these folks for about a decade. Across all of this, I’ve noticed common themes in the ways that they build successful cause based businesses – so, I offer these 10 keys as the first step on your journey to pursuing your dream of sparking social change. I’ll publish new keys each week, so follow this series, learn from it, incorporate it into your work, and become a part of our movement at socialchangenation.com
3.) Provide an excellent product or service that is second to none.
No story, no amount of passion, and no flashy marketing will make up for a product that sucks. I don’t care if you have a for-purpose organization (remember, that’s what we call non-profits around here), a for-profit, or a mix of both – bad product/service = no loyalty from me as a consumer.
Back to our Cotopaxi example – True, I ordered with my heart, but, if I had received a shoddy product, the truth is, my enthusiasm for the whole idea would’ve evaporated…this is true of any social biz: social mission does not compensate for a bad product. You must still deliver amazing quality that smashes that of your competition – that in combination with a social mission leads to rabidly loyal followers and healthier margins (either in terms of profits, followers, or both).
Again, this is a lesson for anyone seeking to create a powerful organization. I will not become part of your movement until or unless I see that you are endeavoring to produce the best product, the best content, or the best resources in your space. Once you’ve done that, then you can ask me to join your movement, but not before.
Solid Social Mission + Solidly Constructed Product = Social Venture Success
3 Quick Tips to get Started on this Key:
– Remember, your product is the star of the show. Think of your cause as the supporting actor.
– Ask 100 people what they think of your proposed product, look for themes, and then factor that into what you create.
– Market your cause as an added benefit, but don’t lead with it. Lead with the features and benefits of the product itself.
Enjoyed this post? Then join established founders for a FREE webinar on how to build a Social Entrepreneur’s Startup. Just click the button below!