Interest rates are low. Vaccinations are high. And for the first time in more than a year, we can see the bottom of the faces of our friends and loved ones.
Indeed, optimism is abounding these days, and if you are a business owner, you’re likely straining at the reins to get back out there and reap the rewards. As a marketing executive, I know that feeling – it seems that dollar bills can be plucked out of the air, and you want to reach up and grab your bounty.
In good times and in bad, the fundamentals never change: Ready-Fire-Aim never works, and, as it has been said, execution, without strategy, is aimless. At Chief Outsiders, we have a time-honored recipe that we have employed hundreds of times to help businesses like yours become more market-focused while accelerating their growth.
For the unfamiliar, our “Growth Gears” include:
Now, you’ll notice that there’s a sequence to our gears, and that’s deliberate – without the insights gear, you can’t put the other two in motion. That’s why before you start throwing around marketing dollars, now, it’s more important than ever to re-visit your companies’ “Insights Gear.” It’s here where we gain the understanding of how our customers, competition, and company have changed; what types of messaging, value propositions, and positioning will resonate with the right people; and how you use these insights as a foundation for success in today’s new environment.
So how do you employ the Insights gear to your advantage? Here are four questions that a good insights-gathering process will answer in order to position your enterprise for success:
It’s only after you’re armed with the answers to these questions that you’re ready to look at the “Strategy Gear.” All businesses should undertake a process like this to immediately identify what changes might have occurred that will have an impact on their strategy and execution. With those insights, you can formulate the best possible strategies and plans to ensure accelerated growth.