How to Take Your Brand to New Heights
When I met Tim Shannon, CEO of Dale Jarrett Racing Adventure, he had a familiar problem. His industry had become saturated, hyper competitive and market share was shrinking. Faced with this challenge, Tim did what great executives do — managed costs, improved efficiencies, redesigned the company web site, etc. etc. And while many of his efforts helped, he felt it was a daily uphill battle, one of diminishing returns. Have you experienced the same thing? Then it just may be that you are executing all the right answers, doing all the right things, but just on the wrong problem.
That’s because the real problem was the problem itself.
As business owners, we too often assume we know what industry we are in, and we often define it by the products and services we provide. In this case, Tim offered real Nascar racing adventures, so it was only natural to assume he was in that business — high speed race car driving on legendary tracks. It was only natural then to assume his competitors were others providing similar services. But that wasn’t Tim’s “pivot point.”
What is a “pivot point?”
It’s the magic behind your business. It’s the real benefit, the key attribute, the special recipe, the common ingredient to all that you provide. In Tim’s case it was not the high performance engines, the famous tracks, the super sonic speeds — it was pure excitement itself! Behind ever pulsating trip around that track, the driver felt something, something powerful and emotive, something that made him or her jump out of the car at the end of the race and scream at their top of their lungs — “Wow!!! What a head rush!”
The feeling of life itself. That’s what Tim was really selling.
So here’s the question… is that experience, that ingredient, limited to just Nascar driving? Or can it be delivered a number of ways? How else can you have a life changing moment, the type of event that is a paradigm shifter, one that has you feeling like you left your body behind? And for a matter of moments, and perhaps just one moment, you are totally focused on right now.
Well the good news is that Tim not only got it… he got it big time! He’s now expanded his “Full Throttle Living” message to include a brand new offering, a day in the life of a B-17 fighter pilot! This from his new World War II Adventure site…
Imagine being thrust back in time to 1944; you’re a WW II aviator whose squadron is about to embark on another deadly bombing run over Nazi Germany. Strapping on your parachutes to embark on an extended “bombing run” in an authentic B-17 bomber, you will find yourself fully immersed as you relive a day in the life of a combat warrior.
Now that’s finding your message! It goes beyond cars, beyond planes, beyond entertainment, to the essence of living out an adventure, experiencing another person’s reality, whether a Nascar driver or a bomber pilot. And that is a very powerful and liberating experience. Sharing that message is way different than being “in the race car business.” That’s why we formulated the tag line “Full Throttle Living.” Tim’s team in now totally “on target.” Look for these and many other meaningful, memorable and life changing experiences to come along soon. What other Full Throttle ideas could Tim offer? Give your suggestions. See how it’s no longer limited to a track or a runway? What would make your heart pound and change your life’s perspective?
Now ask yourself how this concept can be applied to your own business. What is the key ingredient, the common demoninator, the piviot point around which all your services rotate? Do you know what it is? If not, your products and services are probably not congruent. Your offerings are all over the board with no consistent theme or message. You may find yourself struggling to know what to do, what to cut and what to expand. It all comes down to knowing who you are and why you do what you do. For Tim, it’s his life’s passion to provide life changing experiences. And now that he’s clear… he’s flying high!
