Aveline Clarke: Hi. So in this lesson, we're going to do a little exercise on defining your purpose. Yes, you didn't think I was going to leave you hanging out to dry on that one, right? After watching the previous lesson. So now what the goal is, is for you to become really clear with your purpose. So cut out distractions, get yourself a notebook or a whiteboard and here's what I want you to do. I want you to ask yourself a question and the first question is, what are my beliefs? Your beliefs need to be written in terms of, I believe that. You're asking the question around what you believe about your industry and about your target market, your customer. What do you believe? For instance, I could say, I believe that unless your customer journey is met, it is broken. I believe that all customers deserve a greater experience. I believe that there is a lot of value and unlocked potential in everyone's customer journey. So these are statements about your product and your customer that you believe. That's the first thing. Take the time to do that. Once you finish that, here's the next step? What is it that if you could do anything in your industry to create a better place, what would it be and why? So let's say your industry has some quirks or issues, or maybe there is potentially I guess, a negative perception of your industry. Do you want to change that perception? If that's the case, then you need to understand internally within yourself, what is it you are trying to achieve with that? Do you actually want to change an industry or do you just want to make life better for people? So step back and ask these questions. If I could fast forward 10, 20 years, and if I'm still in my business, what could I have achieved that would make me feel like I had been successful? Not just in the business, but beyond the business. What is that? Next question. How do you feel about your customers? How do you feel about their plight? As in you're a business, so you provide a product or a service which is filling a need in the market. Your ideal customers, they have issues and problems that you solve. So what makes them important to you and what do you want them to think about you? So all these things enable us to step back and really look at the motivations, our beliefs, our feelings, and our understanding of the market. Therefore what it is that we are really wanting to achieve with our business. Take the time to do this exercise. Like the other ones, no distractions are best. Always no distractions. So that means either doing it away from your computer and your phone, or at least turning all of that off. I definitely recommend you using a whiteboard marker on a whiteboard or pen on a pad, because we know that by actually writing it out on paper, it stimulates parts of the brain that you do not stimulate when you type. So it will unlock more thoughts and ideas. At the end of this, your goal is to have a purpose statement. Just a very succinct sentence, maybe six to eight words. What is your purpose? You want to distill it down. So for me, my purpose is to unlock the value and bring the human potential back in. I say it in different ways, but it's effectively to unlock the value in every customer journey. It's my purpose. Now I could have a different purpose and say, I want to raise the bar in the marketing industry. That could be a purpose, but it's not. See how we could have a similar business, but have a different purpose. It comes down to what you believe and who you are. So identify that purpose, work on this. It might take you a few days. Allow the subconscious mind to do its thing when you sleep. See what happens when you wake up the next day, see what comes to you, and work on this so that you'll get to a place that you are fully aligned with and comfortable with your purpose. Once you do, you will completely change the way you feel about your customers and again, how you approach the customer journey. Enjoy the exercise, and I'll see you on the next lesson.