The more you practice the better you become. The better the practice the better the skill becomes. A better practice is one where there is a coach, some form of a plan, a feedback loop, and of course disciplined dedicated time.
You do this for your hobbies. But how much do you practice for your work-related skills?
Are you getting better at your work?
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We are in uncommon times. But even in common times, you need this. Find a quiet spot and be alone for a while. Bring a pen and paper. Scribble something, doodle something. Drink some coffee. Or tea. Ask yourself, where are you now? Where do you want to go? How do you get there?
It’s time to diagnose your situation. Without a diagnosis, there can be no good plans.
No, it doesn’t need to be the New Year to do this. Not as if you had a great plan already anyway.
Where are you now?
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But this is too small, it won’t make a difference.
If you are in a crisis and you have no idea what to do, or if you are stuck; then doing something small is better than do nothing at all and waiting for the perfect answer.
Sometimes when you are in panic mode, doing something small is just to keep the momentum going. It’s an initiative to open other doors and ideas to better and bigger ideas. It may not solve the crisis immediately but it will give you an answer that will.
When you don’t execute something and show yourself that you are in charge, there is a risk that you will spin into a vicious cycle. It usually starts with whining, then blaming, then somewhere down the road, giving up.
Start somewhere. Perfection is a pursuit. Not a destination. That perfect solution needs to be worked on.
How big is big enough?
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Every problem humankind has is overcome with creativity.
When there was a problem that couldn't be solved with the old ways, someone somewhere came out with a new way of doing it. It solved the problem.
As a business person, when you saw an opportunity in the market, you started a business to take advantage of the opportunity that existed.
Business is a creative endeavour. But when faced with a crisis, some business people clamp up and do not know what to do.
Go back to your creativity. You are creative to begin with and you can solve this challenge with your creativity.
What have you forgotten?
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Business is dynamic. Things change and often change quickly. But that doesn’t mean you don’t plan. War is even more dynamic but generals put in place a war plan.
Your plan is a foundation. This is the foundation that you can deviate from and be flexible when the situation changes.
Otherwise, anything goes. When "anything goes" is a plan, then it’s a plan for trouble. Nothing will be prepared for any eventuality.
How much can you be prepared?
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No matter how much you learn and practice. No matter who and where you learned it from. Eventually, you will still have to figure it out on your own. That’s just how things are. One half people can tell you, teach you, coach you, do it for you. The other tougher half, you have to figure it out yourself.
Depending on
who you are, you will find this exciting or terrifying.
Did you figure it out?
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If you want to stand out, be less conventional. There is less competition there.
Sometimes
standing out doesn’t have to be absurd. You just have to be willing to do what
others aren’t willing to do. Great work ethic being one.
Everyone will
say they can work hard. But how many can truly have the commitment and
consistency to do it daily? Something conventional now becomes unconventional.
Just turning up and being there all the time with your whole presence can’t be
done by many people.
Who can keep up?
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If all the KOLs are saying the same thing in your industry, you really need to wonder. Think hard and question even harder.
Do they all sound the same and regurgitate the same thing because it is group-think or is it really the best practice?
Or consider this, they feel threatened for taking a different stance fearing being seen as a pariah.
Are you hearing the truth?
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Learn to speak truth to yourself and swallowing that cold brutal truth. That’s the only way what you think, what you feel, what you say, and what you do can be authentic. If you can’t convince yourself, you can’t convince others.
How authentic are your actions?
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Your product can be fantabulous, supercilious, and whatever superlatives you want to describe your product. That’s all good as long as you have a specific market for it. No, and it’s not everyone. Be very specific about the market that will purchase your product.
You would think it is basic marketing. But like common sense that is not so common, even the basics of marketing aren’t adhered to when experienced founders or marketers get too excited about their products.
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Spend as much time designing your marketing as much as you spend time designing your product. Some people spend so much time focusing on the product that they cut short on planning and executing the marketing of the product. Do the same for your budget allocation as well.
What did you spend on?
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I mention this all the time in my consultation with clients and my talks. But I don’t think I have written this before. Even if I have, it's worth mentioning again.
Get. Your. Own. Website.
It’s freehold land. Anything else you build on, owned by someone else, is leasehold land.
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If you are going to call yourself a brand consultant or a whatever marketer, please for Pete’s sake, at the bare minimum get trained in it. It’s too easy to be a brand consultant and whatever marketer nowadays. Clients' cases get wrecked in the hands of people with no expertise, no experience but plenty of exuberance.
You hardly know the difference between advertising, branding, and marketing yet you are churning out advice based on anecdotal evidence and not even backed by rich experience.
We have to have good respect for our industry and the vocation that we are consultants on. Otherwise, clients will lose whatever respect they have left for this industry.
Do you know what you are killing?
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If you paid a lot for nonsense, you either ask for a refund and admit you were being conned. Or you make yourself believe that it was worth it. You reason yourself out of why you have not been conned. Most people choose the second route. It’s the reason nonsense is still being sold.
How much is your ego worth?
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Carrying on despite the self-doubt requires a lot of courage. That you already know. That’s the easy bit. The tough part that compounds on this self-doubt, while you are moving forward inch by inch, is being labelled as stupid. Carrying on when you don’t know if you will succeed.
Sometimes stupid wins. Because turning up with your whole self despite the self-doubt is important.
Do you want to be stupid?
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Business strategy, marketing strategy, brand strategy, and communications strategy – there is a difference between them. Please do yourself a favour and know the difference. One isn’t the other.
Do you know the difference?
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If you call yourself a marketer, then learn up the trade. Marketing is a skill. If it is a skill, there is a way to learn it up. It is a practice. When you practice the practice, it makes you better. You hone your skills, and you eventually become a master. There are ways and systems to learn. There isn’t just one. Except for those people who sell you “hacks”. I don’t know what the heck those are.
You can’t hack marketing. Not if you want to hone it as a set of lifelong skills. I hope after a few hackings, these people eventually find the right path.
Would you learn it up?
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Data is such a sexy word now; everyone loves it. As if, when they sprinkle a few words of “data” here and there in their sentence, it would make them look like George Clooney or Isabella Rossellini.
The data that you have must be turned into workable decisions. Otherwise, it’s just plain old information or knowledge. It does nothing.
Match your decisions to the data that you have. That’s sexier than using “data” as a management soundbite.
So what if you know?
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