What’s the point of becoming the person you want to be, if nobody else sees it?  Or cares about it?

We all want to belong to a community, a tribe.   At least one.  A group of like-minded people.  People like us.

The way we dress, the way we work, what we eat and how we spend our leisure time often signals which tribe(s) we feel we are part of, and those we don’t.   Everyone I know would be astounded if I suddenly took up golf.

So in formulating your promise of value, it pays to understand what communities the people you serve are part of, and which they seek to join.

You may even want to consider creating a new community just for them.