There's a yin and a yang of every business. The yin is the water and earth, the substance of the offering, the "value."
The yang is the fire and air, the theater, how you bring that "value" to life in a vivid and compelling way.
If you're stuck, if your growth is stalled, you either have a yin problem or a yang problem.
If your current customers rave about you, if they pay a premium or go out of their way to experience your offering and tell their friends, but you're not growing, then you have a yang imbalance. It's time to invest in the performance of your offering, bold and creative approaches to both communicate and demonstrate your idea to more, like-minded people.
On the other hand, if you're experiencing pressure on your pricing, if customers view you as simply one of many options, it's time to strengthen your yin and refocus your energy on the utility of your brand, to weave in more distinctive value for your audience.
This yin-yang tension is real, and it’s being felt by many as brands continue to get pushed and pulled by the rapidly changing demands and preferences of the liberated and empowered masses. Don't sit passively and let the tension rip you apart.