Before Google makes an acquisition, the target company must first pass co-founder Larry Page’s toothbrush test:
Is the company’s product or service used regularly to make people’s lives better?
How does your organization live up to that test? Do your clients or members depend on something you provide to do their jobs? Does that product/service improve their professional or personal lives? Does it help them reach their goals?
If not, it’s way past time to research your market, talk to people and find out how you can meet their needs in a way that no other organization can.
If you do offer a “golden toothbrush,” can your clients or members get that same product elsewhere? If they can, what makes your offering so different or special? Why would they have a relationship with you?
Does your marketing copy brag about this product? Do you show how it can improve their lives? Do you provide proof – a testimonial or case study?
Attention, loyalty and dollars go to those who deserve it and prove it, day after day.
For more on Google’s toothbrush test, read Google has one essential test when it thinks about buying a company by Max Nisen at Quartz.