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MFT Book Review: Know What You’re FOR by Jeff Henderson

Apr 22, 2020

I thoroughly enjoyed this great book by Jeff Henderson.  Know What You’re FOR is a growth strategy to help bridge the gap between these two simple questions:  What do you want to be known FOR? and  What are you known FOR?  When these two answers are in sync and match your business will be able to garner the word-of-mouth support and marketing you need to run a great and successful business.

In a world that feels like everyone has a megaphone we often experience a barrage of people “yelling” what they don’t like, what they don’t believe, why you are wrong, why they are right, etc., etc., etc.  I am not being cynical by saying this I am just stating that fact that we have social media and numerous options at our disposal to just share whatever we want, whenever we want.  So, in an effort to be less cynical and to come together and be more positive what if we created a group know WHO and WHAT we are FOR.  This is a powerful strategy for our lives and our business.

In this book Jeff Henderson makes it clear that if we want to change the world with what we sell and what we do we need to shift our focus and our messaging away from ourselves to those that we can serve and help, transform even with what we do.  Henderson comes from an evangelical background and this may or may not strike a chord with you personally, however anyway you look at it this powerful shift in your marketing mindset can be and will be revolutionary for your business.

When we as business owners focus on who we serve or who our business if FOR we create a powerful shift that will and should reflect in our marketing.  This can and will help our business thrive.  As business owners we have to transform our thinking and marketing strategy from it is all about me to it is all about you.   It is much easier to create a raving fan of your business when you become a raving fan of your customer.

Henderson uses his work with large companies like the Atlanta Braves to illustrate how very true this is and proves this theory with actual working examples.  He discusses the following four simple strategies and tools for extraordinary growth:

  1.  Work FOR your current and future customers with a new, effective method.
  2. Be FOR your team and help them reach their full potential
  3. Create a ripple impact by being FOR your community
  4. Live and Work your best by caring FOR yourself

In conclusion I believe that this simple concept and shift from the ego-centric ME campaign to the kinder, gentler YOU concept can assist you in creating a more successful life and business.  And, the more we spread this type of messaging the kinder and gentler this world could be.

Stay well and be healthy.

Thanks y’all

Mary

Mary Fisk-Taylor
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Mary Fisk-Taylor, MBA, M. Photog., Cr., EA- ASP, CPP, ABI, API Certified StoryBrand Guide Profit First Professional and Guide For almost 25 years Mary Fisk-Taylor has owned a portrait and wedding business with her business partner, Jamie Hayes in Richmond, Virginia. Hayes & Fisk Photography is one of the most sought-after Portrait and Wedding studios in their industry. Mary and Jamie are both incredibly committed to preserving family legacies, professionally capturing and printing portrait and milestone memories. They both believe that these fleeting need to be proudly displayed in family’s homes, not living digitally on phones, computers and modern technology. Mary also partners with her Mom and sister in a boutique volume and high school senior portrait studio that caters to local private schools and stresses both excellence in hometown and local client service and technical proficiency in the art of photography. Mary was very pleased and honored to have received her Master of Photography, Craftsmen of Photography and Certification of Professional Photography in just three short years. Mary has been named Photographer of the Year in 2007 and has won Best Wedding Album of the Year in Virginia several times. Nationally she has had her prints and albums recognized as Grand Imaging Award finalists. Mary is also a recipient of the prestigious Virginia Award, which honors photographers for their commitment and dedication to their state association, and the business of professional photography. And, in 2012 she was awarded the PPA Charities Legacy Award for her work and dedication to the philanthropic arm of PPA. In 2014 Mary was awarded the Charles H. (Bud) Haynes Award for her distinguished service to PPA and its members and for encouraging business awareness and practices in the field of professional image-making. And in 2015 Mary was honored to receive the National Award from the Southeastern Professional Photographers Association for her commitment and dedication to Professional Photography and has gone on to receive two more National Awards from other affiliates. Mary has also taught and lectured all of the United States, as well as the Philippines, Korea, Canada, Mexico and Italy and most recently South Africa. Mary is of course most proud of her two beautiful children, Alexandra and Jackson. Her husband, Daryl, and she enjoys the flexibility and joy that owning a profitable photography studio has allowed their family. Mary currently serves on the Executive Committee of the PPA Board of Directors, is a proud member of the Society of XXV, and is a past President of the PPA Board of Charities. She holds offices and board positions for her state professional photography affiliate, Virginia PPA and serves on several philanthropic and local boards. She is extremely active with Operation Smile International and has served as a staff photographer for several events and missions. At the age of 42 Mary was named one of Virginia’s Top 40 under 40 for her leadership in the community, volunteer and charity work and her business savvy. https://www.maryfisktaylor.com