(Our premise, if Plan
A fails you still have 25 other options)
The
word “focus” is a great word for us to consider in this list of 25 other
options after Plan A fails.
If
we have failed, then that is a pretty good indicator that somewhere along the
way our focus got blurred. We have
gotten off track.
I
have a photographer friend, Larry, and in conversation with him he reminded me
of some photographic principles.
~Decide
where your focus will be. Is it the
whole forest or the grove of elms off to the left?
~What
is the best angle? Do you market to the
whole world or to women age 20-45?
~Is
there a widget that is a natural fit for your product or is it self-contained?
~When
does your average customer want and need your products? The answer to this one dictates your hours of
operation, shipping methods, availability and readiness of information and a
whole host of other answers.
By
now we see a picture emerging of exactly how critical our focus should be.
Seth
Godin (Tribes, Purple Cow, Linchpin, and
other books) is my hero. He writes and
talks often of focus on market. Identify
your market. Who is your ideal customer? Who is not your customer? This is important information. Seth often reminds us that we can’t win the
whole world with our products or services, so the sooner we identify our market
niche the better and more successful we will be.
Golfers
are a prime example of individuals with great focus. They practice with intensity, they study
their playing field, and they know the tools of their trade and the exact tool
to use for the exact need.
Have
you ever gone shopping without a grocery list?
We know how this one ends – we come away with way more than we intended
to buy. We had no focus.
One
of the key indicators for your focus can be found in your company mission
statement or vision statement.
What is it?
Does it need refining?
Is it still true?
Can you make it better?
Check
out these mission statements:
Walt Disney Company: “The
mission of The Walt Disney Company is to be one of the world’s leading
producers and providers of entertainment and information. Using our portfolio of brands to
differentiate our content, services and consumer products, we seek to develop the
most creative, innovative and profitable entertainment experiences and related
products in the world.”
Wal-Mart: “People,
saving money, and a better life”
Mary Kay Cosmetics: “To
give unlimited opportunities to women.”
Starbucks: “Our
mission: to inspire and nurture the human spirit – one person, one cup and one
neighborhood at a time.”
Microsoft: “To
create a family of devices and services for individuals and businesses that
empowers people around the globe at home, at work and on the go, for the
activities they value most.”
Amazon: “Our
vision is to be earth’s most customer-centric company; to build a place where
people can come to find and discover anything they might want to buy online.”
Target: “Our
mission is to make Target the preferred shopping destination for our guests by
delivering outstanding value, continuous innovation and an exceptional guest
experience by consistently fulfilling our Expect More. Pay Less® brand promise.”
We
get a real sense of focus in these examples.
What
and where is your focus?
Focus
is your entry point.
P Michael Biggs
Offering
Hope
Encouragement
Inspiration
One Word
at a Time
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