Every business leader faces the age-old issue of managing time. The truth is, we have all been given the same 24 hours each day. So we can’t actually manage any of it. It’s set, it’s solid, non-negotiable. No matter how much we try, the next hour will still kick over in exactly 60 minutes time. What we can change however is how we prioritise the activities during that hour, that day or that year.
Each year January presents us with the opportunity to think big and set new objectives for the calendar year. It's the half way mark for the financial year too, so it's a wonderful chance to review our year to date performance. Over the years, I have seen many business leaders conduct great planning sessions, leaving everyone invigorated and energised, but many fail to take the next step and schedule in the activity that will action each objective.
A great capability statement can be the difference between getting that next big job or sitting on the sidelines. But what makes a capability statement great?
I believe there are 3 very important lines in business:
What you don't offer can say a lot about your brand. But in business it can be sometimes difficult to know what to offer and what not to offer, particularly if times are tough. In a bid to chase revenue, it can be very tempting to try to be all things to all people.
We can learn a lot from hairdressers, and I don't just mean how to achieve a great blow dry! Traditionally hairdressers have nailed the concepts of maximising frequency and spend from their clients. By having a look at the processes within a typical hairdressing salon, we can learn a lot.
I am often approached by clients to assist them with their marketing. One of the key steps in assessing where they are at (before we start looking at where they should be), is reviewing previous campaigns and results. I have found that sometimes the really clever campaigns that are tricky, funny or ultra-creative aren't delivering the required business results.
Someone will be seen as the expert in your field. So why not you?
In this context, an expert is not someone who calls themself an expert, but someone who acts as the expert. It's not about claim, it's about behaviour. Planning your marketing activity is a task we all do in some form or another. For small business owners, sometimes it is a list in their mind of what happens when. For more sophisticated organisations it is a written plan or schedule complete with resource allocations. Whatever type of plan you use, it is vitally important to ensure you look at it with the right lens.
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