W.I.I.F.M or I.L.W.V — What’s your business radio tuned to?

W.I.I.F.M is the most popular radio station in the entire world.

Can you get this station on your car radio?

Okay, okay, stop turning that radio dial already…

(aside: do you remember when you had to physically tune in a radio station?)

… W.I.I.F.M isn’t a real radio station.

It’s a theoretical one, one that exists only in our heads. It stands for…

What’s In It For Me

The late great American motivator, Zig Ziglar, said the most popular radio station on the planet was W.I.IF.M…

What’s In It For Me

And that if you’re trying to get anyone’s attention, you must play W.I.I.F.M at the loudest possible volume. Or they won’t listen!

Indeed, any entrepreneur who’s been around the copywriting-block a few times will have learned that…

99% of people/customers/leads…

— don’t care about your company, your product, and it’s features

— they only care about their problems

— they only care about their story

— they only care about how your product/brand will help them tell a better story about themselves.

(Aside 1: I’m sure someone else could tell a more nuanced and palatable version of this concept…. However, sometimes I’m Bull by name and Bull by nature).

(Aside 2: Jack Nicholson… “you can’t handle the truth”)

I digress…

𝗪𝗵𝘆 𝗱𝗼𝗲𝘀 𝗮𝗻𝘆 𝗼𝗳 𝘁𝗵𝗶𝘀 𝗺𝗮𝘁𝘁𝗲𝗿?

Well, if you want to be a winning business leader, I’m convinced you need to think differently.

— You need to make W.I.I.F.M less of a personal priority (stop always thinking… “what can I get from this”)

— You need to understand…. that you will only get value from the world…  when you are prepared to give tremendous value to others  (sure you can win the lottery and shortcut the rules… but that’s another story).
— You need to focus on giving value to others

— You need to be a 1%er who leads with value rather than someone who always looks to take value 

𝗛𝗲𝗿𝗲’𝘀 𝘄𝗵𝗮𝘁’𝘀 𝗴𝗿𝗲𝗮𝘁 𝗮𝗯𝗼𝘂𝘁 𝘁𝗵𝗶𝘀 ‘𝘃𝗮𝗹𝘂𝗲 𝗳𝗶𝗿𝘀𝘁’ 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵… 

When your energy is focused on delivering value to others…

—  you experience the joy of contributing to others
—  increases your personal contentment and happiness.

—  helps you build relationships with people inside and outside your business 

(Please note: I’m not saying that you should never think of yourself. You need to give value in a  focused way or you’ll help no one. And you need to have goals)

However, you must dial down your own W.I.I.F.M.

And dial up…  I.L.W.V  ( I Lead With Value )  

Now, this won’t be easy. But trust me…  the pay-off will be worth it in the end.


Have courage, own your future, take action!






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