So, one of the twelve sentences that we craft in my upcoming
“12 Sentences: The Ultimate Business Creation and
Articulation Course” is a “business thesis.”
Remember theses from college? Here’s a definition: A single
declarative sentence that states what you believe,
where you stand on an issue, and what you intend
to prove.
Below, you will find the exact excerpt from the chapter
on “business thesis” in the potent “9 Strategic Inquiries
Manual” that comes with the “12 Sentences” course. It is
chapter 8 because there is no way to arrive at a business thesis
before having gone through all previous 7 chapters. Not a
sales-pitch; just the truth.
Excerpt from “9 Strategic Inquiries Manual”: Chapter 8
Every business has a statement of why their product or service
is needed–but virtually none realizes it is a thesis–and it is
important to recognize that. Furthermore, because their
speaking about their business is so unconscious, they don’t
understand the power of a thesis statement: that there should
be just one per business, and that that entire business must
stand solidly on that foundational statement.
Rather, they hop tactically from one value-statement to another,
unaware that they’re even using such a statement. So, you want
to bring the entire concept of your business argument into
conscious awareness.
This strategic thinking will ensure that your articulation is laser-
sharp. Just as important, knowing your thesis statement clearly
ensures that what you say when you speak about your business’s
value “holds water”–all the leaky holes of skepticism have been
sealed and your prospects are convinced of your contention.
In my analysis, lack of sales happens primarily because of a
poorly constructed argument. Your prospect says, “But what
about this or that?” They have not been persuaded that your
reason for being valuable is valid. In this chapter, we’re going
to begin to get it right–and this is one of the 12 sentences, so
with the work to come on those, and my editing, you’re argument
will not have holes!
From Indiana University’s Writing Tutorial Services:
How to Tell a Strong Thesis Statement from a Weak One:
1. A strong thesis statement takes some sort of stand.
2. A strong thesis statement justifies discussion.
3. A strong thesis statement expresses one main idea.
4. A strong thesis statement is specific.
5. A strong thesis statement is supported and convinces the reader of the argument.
These five points correlate precisely to a “business thesis,” as
well, which takes a stand. It justifies discussion–i.e. is
thought-provoking enough to get a prospect’s attention so
they inquire further. It expresses one main idea–so prospects
understand clearly what a business does. And a business thesis
is specific, capturing the attention of a prospect’s brain, and also
lends immediate credibility because it indicates that thoughtful
investigation has taken place n the topic.
Which leads to the most important element of a thesis argument:
it is supported somehow, making it as close to irrefutable as
conceivably possible. No one can poke holes in it. When a
prospect can poke holes in the stand you’re taking,
they’re going to walk away.
You must close all the doors so they’re left saying, “You’re
right.” Only when you’ve proven your case will you get clients.
You’ve heard the expression, “I don’t buy it.” It’s used when
someone doesn’t believe a position that someone’s taken. In
the case of your business, those words are literally true!
So, prove your case by offering supporting evidence, or by making
a point that is naturally irrefutable, such as, “As a human, you need
to ingest some form of nutrition every day.” Irrefutable.
So, the thought for the day is this: A poorly constructed “business
thesis” will result in lack of sales.
I don’t know anyone else teaching this–or any other aspect of this
course, for that matter. So, if you want to get your business thesis
“hole-proof,” I hope you will get on one of the free calls I’m giving
this week and next.
I’ll share the mistakes you’re making when articulating about your
business + you’ll learn specifics about this Masters-Degree-level
course, “12 Sentences,” and how it will completely alter your
business and its sales + you will get exercises only students of
that course ever experience + receive an incredibly inexpensive
tuition.
To read more and register, click here.