Wow, this
last year has been something else, huh? The fallout from Wall Street's financial
collapse, the mortgage crisis, the global economic downturn, high
unemployment...I think I can safely say that this year has been "special". And I
doubt that few people have been untouched by
these negative events.
The
effect has been pretty severe for a lot of people...ranging from a sizable
loss in net worth to desperate cash positions. While there are market niches and
companies that have performed fine through all of this, most businesses and
people have taken a serious hit.
I live
and work within a subculture of abundance and optimism (marketing, business
development, etc)...where we look past events such as these. And I believe
that's always the best way to operate. But at the same time, I think it's
helpful to recognize the difficult period we've faced in order to understand
where we are in our businesses and where we want to take them.
Many
Americans learned this year that some things are out of their control. We
learned that in spite of our commitment, goals can be missed. We learned that in
spite of our personal work experience and past performance, that we can still
lose our jobs. And we learned that things that may have worked in the past might
not work anymore. All of these events have served to create a general atmosphere of
anxiety and uncertainty. My message in response is to recognize and forgive
oneself of things beyond your control such as natural economic cycles and
political dynamics.
Fortunately, most
economists are saying that the worst is behind us. They say that 2010 and the
next few years will show modest growth. I believe that. I also believe that what
will vault us all back to abundance is a focus on the basics. I encourage you to
let the politicians focus on the larger issues and direct yourself on the things
to which you truly have control over...your own actions.
Outside
of putting your business in a prudent financial position, here are some of the
things I suggest for getting your business back on track (and taking a step
beyond)-
Activity- first and foremost is activity. I've seen my share of
organizations that have seemingly gone into hibernation mode. They laid off
workers, froze spending, and have been essentially putting things on hold until
the economy "comes back".
While
it's certainly smart to evaluate and prudently keep expenses in check, a wait
and see posture will not help...particularly with all the changes going on
beyond general economic conditions. So waiting just isn't a good answer.
Action breeds momentum, interest and engagement.
The nice
thing here is that while things have slowed down, there continues to be new
developments in marketing, particularly online tactics. And there's no lack of
things to do positioning yourself within this medium. It just takes a commitment
to do so.
Start
again with a plan- one of the biggest mistakes that businesses continue to
make is acting without a plan. Sure, I just advised you to act...but you need to
have a plan that leads that activity. And base the plan on the needs of your
market...rather than your own.
We
continue living in a changing world. This means that you need a new plan of
attack from time to time. When's the last time you've updated your business or
marketing plan?
Be
adaptable- you've heard this before...that the only thing that is
'consistent' today is 'change'. It's true. I think though that all this change
is taking its effect on a lot of us. We've been inundated with so much change
(particularly with technology) that we've gone into some sort of "future shock"
state.
I think
there's a smart way to adapt to change...and it's not on a daily basis. The key
is to follow your plan and add change that serves it. I can assure you that
you'll observe change in the next 12 months. How are you going to respond?
Learn
to love technology- I recently spoke to an engineering association recently where one
of the audience members openly scoffed at the idea of using Google and LinkedIn...this
from an engineer!!
Based
upon the direction the world is going, I just don't see another alternative than
to love (or at least accept) technology. If that's too much for you, then
surround yourself with people who know it.
Find a
process/system that works- it can be a complex world right now...made more
complex by financial pressures. In order to make it less complex (more simple),
I recommend that you find systems or processes you can follow to lead you where
you want the business to go.
This is
one of the chief reasons I've associated myself with Duct Tape Marketing. They
offer direction and a process to follow to get where you want your business to
go. Whether you use this system or another, I encourage you to find processes
that work. Taking this a step further, find people that have similar interests
(such as strategic partners) who can help you in your journey.
Following
these actions will take you where to go in spite of what's going on around you.
Position yourself for a thriving year in 2010 and beyond!
Featured
Book -
Differentiate or Die
Probably no better book to read right now
considering the times we're in, Differentiate of Die gives several
examples of businesses that were able to distinguish themselves from the rest of
the pack in order to survive and thrive.
What's really interesting about this book is that the companies mentioned (such
as Nokia, Bose, and Popeye's Chicken) differentiated themselves not by using a
particular strategy but through simple introspection. That is, they discovered
ways in which they were inherently different and communicated those things
creatively. This is a short book and an easy read. I recommend.
