Episode 4 — Who are you trying to please?
Plant-based isn’t just for vegans and hippies.
We all want a healthy planet and body, right?
But getting enough nutrients can be a challenge. Your needs are unique. What works for someone else might not work for you.
We believe eating plants should be as easy as pumpkin pie.
Together we’ll make sure you’re getting everything you need to thrive on plants. No monotonous meal plans or nosey nutrient trackers necessary!
We want you to feel confident, energised and save the planet while you’re at it — one mouthful at a time.
I’m embarrassed to admit this…
The first version of the Vojo manifesto was god damn long and boring I didn’t even want to read it myself.
Luckily I have the incredible @Impact Central team and my awesome cohort peers to give me their honest feedback.
(Nicely of course. We’re nice to each other.)
Here’s what I learnt. (Big thanks to Nahim Afzal for these invaluable lessons.)
Create a memorable moment
PEOPLE REMEMBER HOW THEY FEEL. Not things. Not data.
No emotion = no impact = no action.
It doesn’t matter how many times I learn this. Apparently I need to learn it again.
Actually there’s a great book called Made to Stick (which I haven’t read yet).
But it’s about exactly this.
Urban legends, conspiracy theories and bogus public-health scares circulate effortlessly.
Meanwhile, people like scientists and politicians with important ideas struggle to make their ideas “stick.”
‘A lie can get halfway around the world before the truth can even get its boots on.’ Thank you, Mark Twain.
I’m not saying we should lie. But we need to be creative to communicate effectively.
We need to get people to feel something.
Remember what you’re good at
We all want to help everyone.
But if you try and help everyone — you’ll help no one.
So pick a subset of people you have the skills to really help.
The canvas helps you match your customers’ needs to your value proposition.
Well, I went a bit off the rails.
I thought of all the problems people have related to eating more plant-based. I tried to think how I could solve them all.
I stressed myself out with allllll the problems I’m not yet solving. (There’s a lot of them.)
But I forgot what I’m good at.
‘How do I get all nutrients I really need?’ That’s what I know about. That’s the problem my audience are having. And that’s problem I know I can solve.
I’m sticking to what I know.
Be your god damn self!
I want everyone to like me.
My problem is, I’m trying to please. And I try too hard.
What if I upset someone?! What if they get angry with me? What if I say something wrong?
You know what? It backfires.
Some people are gonna hate you no matter how likeable or ‘right’ you are. Some people who don’t even like chocolate. (I don’t know these people but they must exist.)
Just the other week I pissed a load of people off on Facebook for a post using the word ‘vegan’. They argued Vojo wasn’t vegan at all. All the advice on my website is plant-based. How dare I use the v word?! What a despicable human I am!
You know what? I’m just gonna be myself.
I’m gonna take a stand.
I’m gonna communicate my opinion.
I’m going to have fun.
Like it or leave it :)