WOW! What a manic week; completion and launch of a new website for Kenzia and the first 3,000 words written for my new marketing book – according to my book coach that is nearly ten per cent, so it’s all going well.

Clarity for my business has truly helped get me focused and ensures that every action I do has meaning, and is smart.

Last week I touched on having clarity for you and your business.

Clarity is an absolute must if you want to network, advertise, market your business or pretty much sell anything.

Once you have clarity, the next step is to show you are credible.

By credible I mean ‘Why should I listen to you?’ which is what your potential customers will be thinking when you speak to them.

There are only three reasons why your idea or business might be worth hearing about: 1. Your idea/business is transformational technology.

2. You have industry insights that are unique.

3. Your business is an unmet human want or need.

Think Richard Reed from Innocent, Steve Jobs and the iPhone, Page and Brin with Google or Richard Branson with Virgin Atlantic.

All of these remarkable companies/ products have been developed because of ideas for transformational technology, matching of an unmet human need, or unique industry insights.

Innocent matched an unmet human need.

Its current website includes these words “veg pots, juices and kids’ drinks, our quest to make natural, delicious, healthy foods that help people live well and die old”.

However, for true credibility, not only must you have a reason for your business, but also experience.

Why are you the man (or woman) for the job and why are you credible?

Think about why people should listen to you.

Do you have vast experience in your industry or have you won awards?

It may just be that you have spotted the unmet human need or want, just like the Innocent guys and Richard Branson with his airline.

Neither had experience in these industries but both wanted their needs met.

This has made them credible.

So, have clarity then tick one or more of the three reasons why your business is credible and then back it all up with “why you?”.

Happy thinking, good luck, and next week I will be talking about why you need to differentiate yourself from the rest of your industry.