On this episode of the Scouting For Growth podcast, Sabine VdL talks to Ian Chamandy a truly inspiring guest who has mastered the art of helping businesses and individuals unlock their unique potential. In today's conversation, we'll explore: The importance of a clear and concise purpose statement for startups seeking investment and corporate clients. How to uncover and articulate the unique value proposition that sets your business apart in a crowded market. The role of storytelling in attracting investors and fostering strong client relationships. Practical steps startups can take to align all parts of their business towards a common goal.   KEY TAKEAWAYS I was originally a copywriter, and I found it all so generic, banal, and cliché driven. I was frustrated because I wanted to get to the true authenticity of the company/brand/product/service. I asked an art director to make me a sign that says: “is that true?” and I taped it to the wall behind my typewriter. It didn’t improve my copywriting, but it did begin a journey to get to the root of authenticity. Once you have an expression of what makes you uniquely remarkable, you can use it to define the 2 broad activities of the organisation: What is everything that it does (operations, product development, service/product delivery), and everything it says (branding, marketing, sales)? Step 1 is to find your gift; the one thing that makes you uniquely remarkable. Once you define what that is you’ve really got to the root and the true authenticity of who you are. Because you’ve articulated that you can use it as a guide for how you live, it’s a tool that helps you make decisions when faced with a problem or challenge and how to deal with or avoid it depending on how it aligns with your purpose. The reason organisations struggle to be clear around what makes them unique to their customer segment annoys me immensely. I believe the single most important strategic asset of any organisation is knowing what makes it uniquely remarkable. That’s your basis for differentiation, but 98% of companies around the world don’t know what that is.    BEST MOMENTS ‘We define the one thing at the essence of the organisation that makes it uniquely remarkable, there’s always one thing, in 7 words or less.’ ‘My definition of purpose is: Your purpose in life is to find your gift and share it with the world.’ ‘If you dig deep enough, figure out what it is, and articulate it in a clear, concise, and compelling way, then you can live that life for your business by design, actively, intentionally rather than having it working in the background without knowing it’s exerting its influence.’ ‘We’re so focussed on short term gains that we forget that the short term gains happen because of our long term planning and our understanding of who our company is.’   ABOUT THE GUEST Ian Chamandy is an author, speaker, coach, and strategist with over 20 years of experience helping organizations define their purpose and become uniquely remarkable. Through his proprietary Blueprint process, Ian has assisted more than 400 CEOs and organizations in transitioning from traditional management to purpose-driven approaches, resulting in enhanced focus, increased employee motivation and retention, and boosted sales. The Blueprint process involves identifying the one thing that makes an organization uniquely remarkable—in seven words or less—and leveraging it to design how the organization operates and communicates. This distilled purpose becomes the foundation for making a company consistently and sustainably remarkable. By knowing their root superpower, companies can align all parts of the business toward a common goal and effectively communicate their full value.   ABOUT THE HOST Sabine is a corporate strategist turned entrepreneur. She is the CEO and Managing Partner of Alchemy Crew a venture lab that accelerates the curation, val