We just returned from a whirl-wind Spring Break week where we were taking our daughter on several college campus visits. After flying to Atlanta, GA we covered 1700 miles by car spending time on 7 college campuses. It was exciting, inspirational and filled with lessons that can be applied directly to your business.HPU-e1395006579135

Our daughter has her own unique reasons why she was interested in particular universities. For example, she particularly likes North Carolina University’s colors. She likes Auburn’s football spirit. She thinks the University of Tennessee’s women’s basketball team is among the best in the country. So we visited each of these campuses.

We also visited the University of Georgia, made a brief stop at Duke University and spent time at Berry College where her brother is a freshman. These were all on her list of favorites. But I added one extra – High Point University in High Point, NC. A smaller school than most of the others, it was not on my daughter’s radar, but I had heard of High Point through a Success Magazine CD where Darren Hardy was interviewing Dr. Nido Qubein, the university president.

As you might imagine, each campus visit was uniquely different. Each university has it’s “Ambassadors” – students who are advocates for the school and demonstrate their particular school spirit in their unique way. The schools mainly rely on their student ambassadors to “sell” the school to prospective students.

But High Point University took a very different approach – and it made a profound impact on my daughter and on her mother and I.

To say we were impressed is an understatement. And I can summarize our “experience” at HPU with a single word – INTENTIONAL!

Everything, and I do mean everything, at HPU was designed and orchestrated to be intentional. The overarching goal for students at HPU is to be Extraordinary in every aspect of their college life. Not to consider themselves to be average or just ok, but to strive to be Extraordinary. And everything about the campus is designed to support and nurture the creation of Extraordinary. It is totally INTENTIONAL!

From the moment you see the campus as you drive up, to the greeting at the security gate, to the special visitor parking, to the welcome center, to the campus tour, to the many water fountains, to the academic buildings, to the street signs, to the visual messaging, to the dorm rooms, to the campus life centers, to the sports facilities, to the dining facilities, to the campus art, on and on, the theme is evident. The message is consistent. The purpose is intentional.

And, it is stunning in it’s power and focus.

And, it had a hugely motivating impact on my daughter! Taking HPU from a school that was “Dad’s idea not mine” to her Number 1 choice!

So what does all this have to do with you and your business?

Well, here’s the take away for you. We visited some of the best schools in the region – well-known, well-respected, well-liked – yet a small, little-known school with a powerful, focused mission and message is growing at a pace far faster than any of the others! Their strategy is not to be the university for everyone. Their strategy is to have a strong, central theme and message that speaks loudly and is laser-focused on those students who want EXACTLY what they are promising.

Is that what you are doing with your business? Is your message to your prospective customers laser-focused, clear, compelling and awe-inspiring? Or have you decided to go broadly to the marketplace with a “me too” message hoping just to capture a few of the masses?

I can tell you from experience, the business (or university in this case) that is INTENTIONAL in their purpose and aligns EVERYTHING to shout the laser-focused message to their audience will be the winner!

High Point University is winning! They’ve got a winning message. They are laser-focused. They are supremely INTENTIONAL. And they are attracting those who want to be Extraordinary.

Are you taking the same approach? If not, what would it take for you to make the change? It will have a profound impact on your business growth, your business success and your customer experience! There’s no better time than right now!

I’d love to hear your thoughts on this. Leave a comment and share your ideas with others.

Ride Hard,

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