No
one tells you what you need to hear anymore.
You
don’t know what you don’t know and yet think you know a lot.
You
play the victim card rather than up your game.
You
focus on growing bigger rather than getting better.
You
let price decide your solution.
Being
in the present is better than getting into the unknown.
Knowing
you need to fix it yet procrastinate it forever.
Add yours…
Is fear moving you?
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Do the important work for the people whom it matters to the most. Not everyone will listen to you even if you know they need you. But focussing your work on those who need you means you will focus on doing great work that delivers to them. The quality shines and perhaps the naysayers will start to look and listen. First do good work for that one important person. Then add one more.
You have to
choose between doing less for more people to be bigger, and doing best for less
people and being a little smaller.
Is bigger always an answer?
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Every skill and all the knowledge that you need to learn can be learnt now. There are no excuses. Learning it can be free as well. There are skills that are imperative for your work. If you do not know them, your fate is in other people's hands. You will turn into a victim because of your ignorance.
Where can you learn them?
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Inject some intellectual curiosity into your daily life. Stay curious about the world. Ask questions about how the world works, or why people do what they do. Anything and everything that you can ask – why does this happen? How does this work? You do not exist in isolation in your field only. Everything is connected. The more you know about other areas, the richer your own experience and ideas will be.
Where do ideas
come from?
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Every industry has a set of laws and regulations governing it. Learn these. There is no excuse not to know the law and rules that control the industry. It’s your job to know them and know them well. Don’t blame anyone when you inevitably break them because of ignorance and are being hauled up.
Once you know
these, then pick up on the ethics that orbit within the industry. Learn and
practice these as well. Your industry peers would expect you to know these. If
you choose to break or challenge some of the ethics that has been revered for a
long time, then be prepared for the repercussions.
What are the
rules of the game?
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Competitors do not exist to see you succeed. They will be unethical in their attack and they will be playing tricks. You don’t have to do what they do. But you need to be aware that competitors can do that to you and probably will. Do your homework so you have fewer loopholes for them to exploit. Up your game.
When their
nastiness gets you, don't blame your competitors, blame yourself. Didn't the
famous war strategist say, "Know yourself and know your competitor, you
will win all wars?" Understand what "yourself" means.
Bear in mind,
there are business people out there that practice this philosophy - “If any of
my competitors are drowning, I’d stick a hose in their mouth and turn on the
water. It is ridiculous to call this an industry. This is not. This is rat eat
rat, dog eat dog. I’ll kill ’em, and I’m going to kill ’em before they kill me.
You’re talking about the American way – survival of the fittest.” ~ Ray Kroc.
Who do you blame?
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You overestimate your plans and underestimate your efforts and energy.
How should you change?
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Your marketing
budget to achieve your marketing objective is based on average considerations.
You don’t know the massive amounts of effort and dollars to push through what
is needed to achieve those objectives. That’s why you always fall short.
How do you start?
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Your problem isn’t one of competition, your problem is obscurity. No one knows your brand. The very first step of branding is brand awareness. Specifically, people must recall your brand and recognize your brand.
Which tree in the forest are you?
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If you are making a comfortable decision, chances are you aren’t taking enough risks that will give you the growth spurt you need. Most uncomfortable decisions make us sit up and take notice. It makes us conscious of the repercussions and go through the numbers and hypotheses again. Those are the decisions that will make you grow more than usual.
Are you
uncomfortable?
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Your branding is but an exercise in creating meaning to your consumers. This meaning may begin with you but is not only written by you. It is also written by your consumers. Managing what they write. Think about them as the co-authors of your brand’s meaning. How you influence what they write is crucial in telling the brand story you want to tell.
Who are the other co-authors?
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If you can’t identify your consumers' pain points, your solution may not be the one they are looking for. Your consumers are paying you to solve one of their many problems.
How will you
solve the one problem your brand can solve? That is a crucial question to ask. If
you don’t know the answer, what benefit do you deliver to them?
What are they
paying you for?
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Some people believe that changing their minds is a
sign of weakness. Sticking it through and being dogged about a viewpoint is being
principled.
You may have believed in something all your life. But
if new perspectives and data come in, or if the world has changed, changing
your mind isn’t a weakness. It’s wisdom.
Will you choose to be wise?
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“When your mind is telling you that you’re done, that you are exhausted. That you cannot possibly go any further, you are only actually 40% done.” – David Goggins
Discomfort is not pain. Tired is not burnout. It’s
always easier to quit.
Are you a fighter?
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You can claim that your brand does every CSR in the world, but in the end your company’s values or the way you do business is the way people will judge your company.
Your company’s ethics. The way you treat your
employees, your suppliers, your consumers and the environment are your true
corporate social responsibility.
What are your ethics?
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Some people care about you enough that they criticize you. They want you to be better and you treat these was feedback. You work on them or at the very least reflect on them.
Yet others criticize you but you aren’t sure of their intention.
When you reflect on their words and there isn’t anything that you can work on
to improve; chances are they are haters. They aren’t there to help you. They
just want to hurt you. Their satisfaction of seeing the hurt comes when you
show you are suffering.
How do they bring you down?
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Just because you have invested a lot of time and effort into your plans, doesn’t make the plan a right one. You now have ‘vested interest’ in the form of your time and effort. But don’t let these cloud your judgement and make you stubbornly stand your ground.
On the contrary, the time and effort you have invested are revealing new truths to you. These truths now open a new window to new
decision making. You have bought the permission for yourself to change your mind
when needed.
When do you make the call?
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If you are a micro brand now, take the time to enjoy being small for now. I am not encouraging you to stay small. I am saying enjoy this moment of growth. You don’t have to act big. You just have to be you. At some point you will be bigger and you will never be able to act and talk like this anymore.
At this stage, you can endear your customers to you by
being personal. You can say “I”; you can apologize and say sorry and explain
what happened, don’t talk like a company, speak like you. Attract them and get
them to help you grow. You can email a note as if you are writing to a friend,
and soon they will become fans.
It’s OK not to sound big for now.
How do you grow?
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It’s easy to write who you will make the product for. Chances are the field is filled already. Try this, write who will hate the product you will make. Once you negate these people, the positive ones will appear. You will also be unearthing some of your brand’s personality in the process.
Who’s your target?
Some people aren’t resourceful because they feel they are pawning away their dignity. So, they never find a better way of getting their business to go further.
Not taking no for an answer, staying longer than
permitted to see the right person, using a old technique no one has used in
years, doing it on a shoestring, the list goes on.
Don’t mistake resourcefulness and dignity. Sometimes
finding a creative way of doing things has nothing to do with your self-respect
and worthiness.
Does creativity have a price?
After a while you will quite innately know what you are good at and what you suck at. Don’t spend too much time at what you suck at even though you enjoy doing it. You are doing your business a great disservice. You are betraying yourself. At times like this, confess that you suck and that, that job is better done by someone else.
Then you can move forward and the business can progress.
Is it time to give up?
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When you are not successful, no one really wants to help you. I know, that’s when you need the help most. You see, there is nothing in it for them to help you.
When you are successful even when you don’t need help,
they will offer help because they now know they can gain from helping you.
Knowing this, do two things. Help others when they are
in need of help even if you gain nothing from it. It’s the only way change is
going to happen. Go work harder on your own success. Forget help, it ain’t
coming.
I hope you will work harder knowing this.
How much fire in the gut have you got?
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“It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so." – Mark Twain
When you are too sure of yourself, perhaps it’s time
to take a reality check. Sometimes it benefits you just to have accepting ears
and an open mind.
Do you know what you don’t know?
A plan stays a plan on paper. Putting small progressive parts of work together is better than sitting on your plan and waiting for the right moment. That’s why we say plans don’t work, people do. And action not deliberation.
I would add,
courage is better than cowardice. Your fear of failure is holding you back.
Anxiety is holding you back, not risk. Clear this in your head and execute
already.
When are you moving?
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Creativity doesn’t just appear out of the blue in full blown form. It takes hard work. It takes many layers of questions to get to answers. The more work you put into it, the better it becomes. It takes hard work to get into the flow. Don’t think you need to be in the mood to get ideas and be creative. Creativity can be forced with hard work and discipline.
Do you think it
came out of nowhere?
Some people are lone rangers for a myriad of reasons. Some want to own their victory when they get there - alone. Others are too prideful to ask. Asking and soliciting input from others on your plans doesn’t mean that you are letting others decide what you should work on. It’s to help you find the gem and get it to work better than when you first started. You need not listen to everyone, in fact you should not. Neither should you listen to all the words of encouragement too. Learn to ignore the cold blankets when the need calls for it. The path to a clearer plan lies somewhere in the middle of passionate encouragement and painful criticisms.
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It helps if you have a clear idea on what you want to do. Being laser focussed on the goal but being open to various ways of getting there.
Start it small.
Test it out. Change it. Massage it. Work it out. Fail and try again. Face a
setback and restart again. Hit a wall and change your route. The big win is the
accomplishment of many small victories.
How much patience do you have?
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Write about your brand and why should people care about it. Like how Jerry Maguire did. Start writing everything and anything that comes to mind. Then put it aside. Then come back and re-edit it.
Tell us your
story. If you don’t tell us your story. Why should we care?
Can you make us care?
Whether it is an e-store or a physical store, the idea has always been for people to discover you before they reach the store. Then remember you when they see you and make the purchase.
So, whether it
is digital or non-digital media, you are still competing for attention and
action.
Did you get to know them first?
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You would be surprised how often we are shown a marketing communications plan that is passed off as a marketing plan. There is a huge difference between the two and if you don’t know the difference and where these two sits in the marketing process then you have a huge challenge.
Do you know the difference?
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Pay to learn.
Even if you think you already know it. Sometimes the value of a course is not
in its actual content, rather it acts as a reminder of key principles you may
have forgotten. At other times, it sparks other ideas you desperately need to
reinvent yourself.
Choose a good
course to attend. For example, we have a Marketing and Branding Accelerator Masterclass we conduct when not in lockdown. Sorry for the
shameless promotion. Seriously, taking a good course can be pivotal in making a
difference in how you view the next steps in your business.
What do you need now?
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The lockdown has created even more of what I would call
nano brands. Brands that are even smaller than microbrands. You probably run them out of your home and while you have scaled up, you are still using non-industrial equipment to make your products. You want your brand to be big. Sure dream big dreams, but start with multiple small actions to build your
business so it can eventually become a micro brand.
Build your fan base. You probably already know this and using all the
digital media channels now. Look for people who really care about you and what
you make. Build a relationship with them. They will help you spread your name
because they care.
Don’t expect to get big and famous overnight. Instead
think about how you can grow a small number of true fans and loyal users.
How small are you now?
If it is important? You have to do it. No one else. You can’t delegate those missions. You can’t hire someone to build your dream.
Are you doing it for money?
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Play the long game. Everyone else is too impatient. If you are the long one still hanging around, you win. If you stick around long enough, those sticking around long enough will also rally behind you.
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Who do you want to serve? Imagine that ONE person. Just one. Now, what would you do to serve her? What are her needs and wants that can be served better than what she is currently getting? When you imagine one and you focus, your purpose will become clearer.
Money and fame? You will get there when you focus on the one person you serve first.
When will you get more?
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You know the formula for getting the positive results and rewards. Patience and perseverance. Between that starting line and the finishing sash are a lot of trials and tribulations you probably won’t imagine. Well, imagine it now and expect them. Crises, low points and extreme pain.
It’s always motivating to imagine a bright future. It’s also practical to imagine a brutal present as well.
How far can you go?
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You claim that you want to join a company that has a purpose. You claim that you want to do things that matters. But with each and every step you don’t measure the things that truly count. Your commitment, your authenticity and your energy needed to join such a company or to lead a purposeful life. Things that matter take sweat and blood by the buckets. They are measured in decades; not days. Just thought you should be clear about what you are pursuing and how you are measuring it.
What are you measuring?
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It is always helpful to think of a very small subset of the segment you want to target with your product or message. As small as you can define it. Now paint a picture of this subset of your bigger market. Know everything about this group.
Yes, I know you are worried you won’t have critical mass but don’t worry about that yet. There is time to worry about that later. For now, get every insight about this smallest subset. This insight will get you your core fans and you can always expand later with common denominators, with other subsets of your consumer segments.
How big can it grow?
Changing your dream is not a disaster. You have been changing dreams since you were young. Just because you became an entrepreneur doesn’t mean you gave up the right to changing your dreams.
What is your new dream?
As long as you are committed; facing challenges breeds clarity. From the clarity you can grow creativity. Keep jumping over more and more hurdles and soon you will be in the flow. You will get the rhythm of what it takes to just skip over them. In that flow, you will create more solutions. All you have to do is keep running and jumping over the hurdles before the rhythm appears.
How committed are you?
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Disaster after disaster can disorient you. Amidst this disorientation, do your best to detach from your preconceived notion of what is success and how things are supposed to be. Then in a seemingly plan-less, irrational way; do new things and poke the box. Keep trying new things that others may not even endorse or understand. But for you, it is a way of discarding your notions and breaking away from the chains that drown you. You are opening new doors and seeing new things from different angles. You are letting the light in.
When you do this, remember to enjoy yourself. Have fun and embrace the challenge. It is difficult to learn to be in the moment. One thing that can help you is this - realize that if you are at your worst, as you can be now; it is a liberating experience. Facing your worst fears frees you from the claws of not knowing. Now you know. Now you are free to move forward.
In the cycles of rising and falling, this is but one of them. Embrace your misfortune and let it float you up.
Have you found your freedom?
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Remember things you have done well before you became big (or bigger). For example, being able to take more risks when your business was a lot smaller. There are more things to risk now that you are bigger, but not taking the risk could be the riskiest thing you can ever do.
Is it anxiety you are feeling?
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As your business expands, your mind should open up to new learning and new knowledge too. A level of skills and knowledge that is more suited to your size now. Take the measurements of your competitors. Have a set of standards where you can measure your competitor and yourself. Otherwise, you will never know if you are too small, too in the middle or too big when compared to the market. Then apply the principles that work for your size. But first of all, expand your mind to a new way of playing when your league changes. Otherwise, you will be missing out on growth opportunities.
Are you levelling the playing field?
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You can win if your enemy is weak. That doesn’t mean you are strong. A stronger enemy can defeat you. But if you are so strong that no one dares to challenge you, then you have achieved wining without fighting.
Seek to strengthen yourself before you focus on others.
Are you seeking to be undefeated?
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Getting to understand what your “nos” are will get you faster to what you need to know to excel. Learn to understand when you have to say "no" and where your red line is. The faster you define this, the faster you can build the knowledge to excel in your field.
What do you know?
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