What do you do better than anyone else? I appreciate this is a question that might make you squirm. We're not usually comfortable talking about our own superpowers. It feels immodest, showy... Heaven forbid we suggest that we might be good at something!
Here's another take on the same 'ask':
What question do you have the best answer to?
I like this version (and the people I work with like it when I ask them this version) because feels less about them and, instead, focuses on what it is they do. It's also a great question to pose when exploring subjects such as:
Your personal brand
Niching to find your ideal audience
"Why would people stop and shop with you?"
The last point refers to an idea I like to share when I am in a room with people who (seemingly) do the same thing*. I invite them to think about the following:
"Imagine you all have shops next to each other on the high street. What is it about your window display that tells me you are the shop for me? Even though you sell similar things, why would I walk through your door, browse, and then spend money with you?"
Typically, the first answer from the room is 'customer service'. That's not enough - Remember I won't know how you are going to treat me, until I'm through the door.
How does your vibe attract your tribe?
I can't believe I just typed that (bleurgh!) But it raises a fair point. How are you demonstrating your unique magic to me, even before I cross your threshold?
It's an especially tricky one to answer if you are not already clear and deeply connected to what question do you have the best answer to?
What has all this got to do with The Four Fears?
The clearer you are on what it is you do brilliantly:
The more likely you are to find ways to make that brilliance shine in your shop window
The more consistently brave you will be in your business (even in moments when you don't feel like shining)
As your momentum builds, so the more evidence you create to prove the value of what you do (and why you are so good at it): that evidence = more people walking into your shop!
The less likely the Fears will get in your way
Ikigai (Iki-what?)
Have you heard of the Japanese principle of Ikigai. Four very good questions to ask yourself - how your answers intersect will help you find clarity on the question you have the best answer to. Those questions:
What do you love doing?
What does the word need?
What can you be paid for?
What are you good at?
(Jim Collins' Hedgehog Concept is a simpler version based on three of the four questions, but the principle is the same).
The one constant, consistent answer that resolves each of those questions in a way that brings you the most joy...
That's your shop window!
That is the answer to the question you ask better than anyone else (see what I did there?).
Go tell the world about THAT!
* No one does the same thing as you. You might be surrounded by people who work in the same sector, industry, company, team etc... but YOU are what makes what you do different.
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