As small business owners, we tend to avoid a deep dive into strategy at the best of times. We are usually too busy fighting the day to day fires, keeping up with communications, and managing the finances. Yet if we really want to grow our business, we need to put down the fire extinguisher long enough to take a hard look at our marketing and HOW we are going to take our businesses to a new level.
The marketing process usually begins with scouring over the financials, reviewing actual results against projected goals, and gauging client satisfaction. While data and analysis are sound approaches to strategy, they don’t typically make way for a ton of creative, thinking.
THAT’S WHY IT’S TIME TO CUT OUT OF THE BOX…..
…..and look for some more creative solutions to better serve our marketplace.
Henry Ford once said that if he had asked his customers what they wanted, they would have said faster horses. Ford certainly wasn't focused on his company data, to find a faster solution to get around, any more than Steve Jobs was trying to create just another phone with the first Apple iPhone.
Do you want to be more innovative in your business? Then try this solution-based strategic approach complements of the co-authors of Playing to Win!
Create Choices- There is always multiple ways to reach the end goal. Create 2 – 5 completely different ways to get you to the same result.
Specify Conditions- Once a list of possibilities has been established, review each one independently as a viable strategy. Ask your team what conditions would need to be in place for that possibility to be successful? Note you aren't asking if these conditions exist already.
Identify Barriers- Now that the conditions have been identified, review each one and decide which of these have the highest risk of coming to fruition.
Design and Conduct Tests- Look at research, or conduct surveys to see if there are ways to reduce the risk of these identified barriers. This is where data can be very helpful.
Make Your Choice - based upon the solution that has the highest chance of succeeding.
Maybe you won't be as famous as Henry Ford, but this approach has certainly helped many businesses get out of the rut of status quo and positively impact the direction of their company.
Cidnee is a sought after speaker on small business marketing, online marketing and content marketing.
Her style is very warm, fun, informative and simple to digest.
She has spoken at a variety of conferences including women events, travel and tourism symposiums, trade and association conferences, municipal events, and of course marketing conferences.
Having pretty much grown up on a microphone (she started in Elementary school), Cidnee loves to inspire business owners and marketing professionals to embrace the sometimes daunting and always changing marketing strategies and tactics.
With over 20 years of marketing experience there is very little she can’t talk about and she strives to always make the talk relevant to her audience.