Kurt Vonnegut’s last interview closes with this awesome exchange:

When someone reads one of your books, what would you like them to take from the experience?

Well, I’d like the guy—or the girl, of course—to put the book down and think, “This is the greatest man who ever lived.” [Laughs.]

It’s a good question and an even better answer. I love Vonnegut’s jokes because they don’t just hint at the truth. They hit you in the face with it. Vonnegut certainly wanted to communicate all sorts of things through his books, but deep down he wanted to be loved—just like everyone does.

This question, “What would you like someone to take from the experience you provide?” is essential for any individual or organization trying to connect with people, and it requires a brutally honest answer.

For a variety of reasons, organizations tend to invent meaningless goals that no human being could ever relate to. Things like “we strive to present our users with a compelling experience and be perceived as a model of excellence among service providers blah blah blah…”

The main problem with jargon-filled goals is that they’re rarely linked to any real human desire. If you want to motive yourself, or your team, to do something, figure out what you really want. I think I know what it is…

Vonnegut’s 1st lesson on branding (according to me) is this: Cut to the chase and admit it: you want people to like you.

Follow Vonnegut’s lead and imagine what you’d like “the guy or girl” to think or say about you. They won’t talk about “compelling experiences” or “models” of anything. Hopefully they’ll say “these guys helped me,” or “they obviously know what they’re doing,” or “this thing is the best,” or “I can’t wait to go back,” or “you need to try this,” or “I love it.” What they say will depend on what you do and how well you do it. Simple.

The Internet lets you listen in on what millions of guys and girls are saying about you in real time—something that was simply impossible no more than five years ago. Take the time to pay attention. Search for your brand on Twitter, Facebook, and on discussion boards.

If you don’t like what people are saying about you, don’t panic. Fix what you’re doing until you do.