Cause: Your reason for existence. The big problem you’re trying to solve or change.
Case: Your approach. Your model. The way in which you impact the CAUSE.
Think about the difference between CAUSE and CASE.
The goal is to be with people who already understand the CAUSE. Then you can spend time engaging them with the CASE.
Granted, some of you have a very niche cause … or a ‘not-pretty cause.’ There are people out there who get it. THESE are your prospects.
We watch a lot of organizations try to build case statements and the bulk of the message is about the CAUSE. If someone already gets the CAUSE, then you’re wasting your message. If someone doesn’t get the CAUSE, then you’re wasting your focus.