What did you expect?

You have to embrace the process regardless of what you do. Doesn’t matter if you are a student, a worker or an entrepreneur. Most people overexaggerate the expectations of starting a business, dreaming of the big day they can cash in. How wonderful it is to be able to chart their path. But they underestimate the negatives that come along with the process that makes them grow. When the negatives happen, they get all disappointed forgetting that it is when they embrace the process that fluctuates between pain and pleasure, compliments and criticisms, prosperity and poverty. That’s when growth happens. Walking the path without being pulled too much into either side. That’s how you achieve your goal.

Why are you in pain?

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What’s a real hit?

It's better to be the perennial seller than the one hit wonder. Over the long run, while you are not a hit, you will end up selling more than a hit. Don’t keep pivoting. If you pivot too much, you will spin like a fan’s blade pushing our air and not much else. Ignore the poisonous consult of Master Mahaguru Sifus out there that tries to get you interested in the next shiny opportunity to work on. Learn to create a service or a product that can continuously sell and make you money years from now.

How well will it sell?

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Will this be safe for us?

You can get by with a little. But in the long run, ask yourself what do you need to get there? “There” being your long-term goal. Future needs and goals need to be balanced with current limitations. Otherwise, your decisions will always be guided by current needs and limitations. That limits your growth. Sometimes, it’s safe to make the decision. It just feels risky. Such situations lead to growth. The more you learn how to make these decisions, the faster you grow.

Will it be for the long-term good?

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Is it the right medication?

Diagnosing a problem is key to finding a solution. A marketing problem is no different. Commonly, a marketing problem is rooted in a composite of issues. It can be HR oriented, finance oriented or operations oriented, to name a few. It’s difficult to solve the problem when management thinks, there are only marketing solutions to marketing problems. Worse, that the issues are non-marketing; leading to the wrong diagnosis and hence the wrong solutions. You can’t deconstruct a problem into its individual parts and solve it individually hoping that when put back together it solves the problem. A problem that comes from an integrated set of challenges has to be solved as a whole.

Did you get the diagnosis right?

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Whose problem is it?

The problem with common problems is that most people in the company ignore them. All common people avoid solving common problems until they get big. You want to be uncommon and be a driver and a solution provider? To stand out amongst your peers and yet probably suffer the indignity of them poking fun at your initiative? Be a driver. Be the solution provider. Develop a system to solve common problems. It’s really not that hard to stand out especially amongst lazy common people.

Do you want to provide the solution?

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How good is it?

Good strategy calls for tough decisions. We will do this and NOT that. We will go take this route and avoid that. It calls for focus to decide the field you will play in, in order to win. Doing a bit of this and a tad of that and hoping that the mix-and-match will help you win is bad strategy.

How can you screw it up?

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What builds connection?

Trust builds connection. Without trust the connection is superficial. Delight builds advocacy. When you make people happy, they like you. They want their other friends to know you.

This works with people as well as brands.

What builds trust?

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How will you get the best results?

People who find themselves in good positions make good decisions to put themselves in that situation to be able to do so. What then puts you in a good position? Perhaps some of these common-sense things do.

Do it right the first time.

Don’t take shortcuts.

Do what is right.

Think long term.

What situation would you like to be in?

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When’s a good time?

The Buddha said, “Live now. The past is gone. The future is yet to come.” It stresses the importance to focus on now. Now determines the next step and the step after. When you are too future focused, you lose track of what is important now. If that future is too far away, you get too distracted. It may even overwhelm you. Just focus on the now. What can you do now that can deliver good outcome and puts you in a good position for the future. That’s how you take care of the future. It works better than your three-year plan.

Why not now?

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When is it a good choice?

Choosing what is important takes a lifetime of wisdom. This applies whether it is your business or your life. Some people spend the most time on what they think is important but will hardly make a difference in their life (or business). Everything that you do assuming you have some form of good logic and common sense will contribute to your goal. But not everything contributes in the same magnitude. And each activity has a precise moment when it will make the most impact. If you are starting a restaurant, you don’t need to hassle with the graphics of the menu when nothing is set up yet. You are better off stressing the planning the best menu you can serve. Choose what will move you closer to your plan in the most significant way at every step.

How do you choose?

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Why does the paranoid survive?

Some entrepreneurial anxiety and paranoia can be good. You know the kind that drives you into action? You are so afraid of bad things happening or repeating itself in the future that you over compensate on skills and knowledge, on financial well-being of your business, on your succession plan and you can add your list.

You can’t predict what will happen in the future. But experience, if you heed its advise can teach you to be prepared for it. To get yourself into a position where you do not need to be forced to make a decision based on circumstance but on choice. When you make decisions based on your choice, it is always intentional and not circumstantial. Circumstantial decisions often become bad decisions that puts you in a weak position.

What position do you choose to be?

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How do you know it won’t work?

Nothing is unthinkable until someone has thought about it and made it work. So why are you limiting yourself on what can work and what can’t work. Think of a plan for that wild idea of yours and start executing. The worst that can happen is that you find out that idea doesn’t work. And I am not sure if that result is that bad.

Are you too afraid to think?

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Where is the vacuum?

Don’t worry, the mistakes you make at worst are costly mistakes and not deadly mistakes. Costly mistakes can be avoided if you learn to know what you don’t know. For this, you can seek out more experienced people or talk to others who have been on the journey. When you speak to the experienced people, choose to speak to those with very different opinions and very different results too. For example, don’t just speak to those who failed. And don’t just focus on those who are successful, too. Speak to enough people, you are able to paint a pretty clear picture of what you don’t know. It fills in the vacuum that will help you make better decisions.

Will it be deadly?

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What if you do not know what to choose?

Assuming you have done all the strategy correctly, choose to focus on marketing and sales. Especially, the activity that will bring in the sales for you. You should know the purchase funnel of your category. Meaning, from where did the client get to know your company all the way to how they decided to get in contact with you and eventually make the purchase.

Have a plan that you will review weekly to ensure you are on course. Every day, make sure that you are doing something related to sales. If you are running a big company ensure that your sales team reviews with you weekly and your sales dashboard is “live” if possible. In our experience, sales and marketing moves your company more than any other activity you can do. 

Which will make the most impact?

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Which direction will it take you?

Strategy is not just what you do. More importantly, it is what you choose not to do as well.

“There are roads which must not be followed, armies which must not be attacked, towns which must not be besieged, positions which must not be contested, commands of the sovereign which must not be obeyed.” - Sun Tzu

What you say “no” to distinguishes you. What you say “yes” to characterizes you. Choose the answers well and you define the path that you will take to reach your goals.

Make sure your skills and knowledge, we like to call it core competence, matches the time and effort you put in for the return that you desire.

Will it put you in a positive trajectory?

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Have you been challenged lately?

Challenges are great teachers. We learned more than to challenge our limits. We learned more than the edges of our creativity. We learned when it is good to grow and when we are good where we are. Our growth becomes intentional. Our growth isn’t determined by clients, market, competitors or our own fantasy of running a big company. We created parameters for when growth is good and when growth will hold us back in the long term. All these thanks to the challenges we faced when we first started – early and often.

Embedded in challenges are the seeds to growth, creativity and profitability. It all depends on how you view it, tackle it and make it meaningful for you.

What are the obstacles in the way?

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Will it break you?

Committing to the endeavour is important. Making sure that you are all in and that there is no way back. No matter how much you think you can do, there will always be more you are capable of doing. So don’t be afraid of working hard and when you feel like you have nothing to offer, keep pushing to see how much more you have got. You will be surprised that even after you have surpassed your limits a few times, you can still do better. Do more than you think you can. That’s how you go further than the rest.

How do you go further?

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How much do you need?

 

Not having enough money is a blessing. You will have to be creative in the way you run your business, you will have to make do. In the best possible scenario, it makes you realise your key areas of weaknesses. After all these years, we realize that money can hide a lot of weaknesses. Money gives you options hence you don’t need to confront what you lack.

Money makes money. That’s true. Lack of money makes money too because hunger drives growth.

What is a true blessing?

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Who should complain?

Don’t complain that there is no work-life balance. Don’t complain that the financial returns are not worth it. Don’t complain that there is no one to help you. Each of these points to you not knowing what you want, not getting your priorities right, not having a plan, not executing the plan, having the wrong strategy, don’t know what you are doing. It may be your weakness yelling for attention. Perhaps, it’s time to not ignore it now.

Why are you complaining?

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Who will be responsible?

No one can do the work for you. No one can make the decisions for you. No one is going to make those payments when they are late. You have to decide which path to take when it diverges. You determine how big your business can grow, should grow and the optimum size you want it to be. Knowing this, decide early on. You will be strong in skills and knowledge of your field, you will be strong in reputation, you will be strong financially.

What will put you in a good position?

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