How do you change?

The art of progress is to preserve order amid change, and to preserve change amid order. - Alfred North Whitehead.

How do you maintain order?

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What else can you cut?

Cutting the A&P budget may make you look like you made a profit. But it will also make your brand weaker. Being weak, not connecting with your consumers and not being at the top of your consumers’ minds can sometimes bring your brand on a downward spiral.

Will it make your business stagnate?

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What did you expect?

“Don't ever mistake my silence for ignorance, my calmness for acceptance, or my kindness for weakness.” – Author Unknown

Should I say something?

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What if you don’t know?

Simple. Ask.

What do you have to lose? Almost nothing. Almost because I know you think you will lose face. You will make a mockery of yourself. But I assure you none of these are real. It’s only real in your head.

The rest of us actually appreciate the fact that you asked. It makes us feel good that we can teach you something.

Asking questions is crucial to learning. Ask, learn and be better.

What did you learn today?

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Are you making money?

You can think about your A&P budget as a cost and cut that out. You may find that by cutting that out you are actually making money.

Cuts that cut into your brand are making you smaller not bigger.

Have you cut the fat away or are you trimming the muscles?

Are you cutting the right thing?

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Which big brand do you work for?

That big brand is not you. You are your own brand. You are not who you work for, no matter how big and how difficult it is to get in. 

You will still be judged by the work that you do, the questions that you ask and the way you treat people. Some people care about the business card that you carry, other more mature business people have seen enough to not give a damn.

So when you next trot your business card as if it is your branded bag or clothes, remember that it is only a reflection of how shallow you are. 

You still have to demonstrate your capability.

How small is your brain?

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What is it that you don’t know?

One of the most difficult tasks in being a consultant is giving advice to successful business people. After all, they are successful and they have done many things right. You don’t have to tell them that. They know it themselves.

So for many of them, when you advise them, they look at you as if it is nothing new or it is a criticism of their work, their intellect or their actions.

Of course, some may argue that the way we put forth the advise may be wrong. But let’s park the delivery of the advice aside for a moment.

When your consultants advise you, they are merely advising. It is not a criticism. It doesn't mean you are wrong or stupid. It may well mean, you did not know this before. And it is OK not to know something previously and made decisions based on not having some pertinent information. That’s perfectly normal. 

What you don’t know, now you do. Now make new decisions based on this new piece of information.

What would you do now that you know?

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