|
|
| www.1001TopWords.com |
|
|
Fire the CEO
If you are the boss and you think your job is to run the business, you are dead wrong. Your job, the most important job in any business, is to market the business. Peter Drucker, way back in 1956, said, "Since the purpose of a business is to find and keep a customer, then the only two things that matter are marketing and innovation...everything else is a cost." I love it when I get a business card from a small business owner and the title on the card says something like President or CEO. Think about it, how much time do you really spend each day doing the strategic work that name implies. Fat chance. You can't really be the President because you're too busy making it, fixing it, and shipping it...as my friend Michael Gerber loves to say. So why not make a bold move for the good of your company and just go ahead and fire the President or CEO of your outfit. That's right, starting tomorrow morning fire yourself as the so-called President and rehire yourself as the Director of Marketing, because that's what will make your business come to life. That's what your firm desperately needs. From this day forward you should think of yourself as the CMO or Chief Marketing Officer of your business. (And get some business cards with that title too.) So how do you do that? You must become a marketing evangelist for your firm. You must preach to your customers, your suppliers, your bankers, and (perhaps most importantly) your employees. And the gospel is this. ? Here's who makes a great client (Your Target Market) ? Here's what you do that makes a difference in their life (Your Unique Positioning) ? and...Here's how they can help you get to where you are going (Referrals and Strategic Partnerships) Create a short statement for each of the above, plaster it on the walls, and teach it word-for-word to everyone who works for you. That's it...that's your new job description. The difference this point of view can make for your business is staggering. Now, just make sure you do a proper exit interview for the CEO in you so you don't get in any hot water with the folks down in HR. Copyright 2004 John Jantsch About The Author John Jantsch is a marketing consultant and creator of http://www.DuctTapeMarketing.com, a small business marketing system. You can reach him at John@DuctTapeMarketing.com or by visiting http://www.JohnJantsch.com
|
|
|
|
RELATED ARTICLES
Blowing Your Own Horn ? A Key Marketing Strategy for Small Business -- Building Credibility Through Success Stories -- Franchise Rule to be Revised; Why? The FTC, Federal Trade Commission, is considering modifying the franchise rule. So far it has be a ten-year process; just imagine working that slow in your business? In 1995, 1997 and 1999 when the comments were first considered and taken in, which spans a ten-year period. When you combine those comments with this current rule making period they may have broken the record for the longest rule making session since voting on the slavery issue; one heck of a long rule making period by any means. Launching your Business with a Chamber of Commerce Why are Chambers a good launching pad? Equipment Maintenance Manual for Mobile Cleaning Business Outline Service Cleaning Businesses must maintain their equipment in order to insure it is ready to go when the company vehicles reach their customer. It does not matter how many service vehicles or employees you have, a manual can save you both time and money. If your equipment is not running correctly you will find yourself in a position of having to make an excuse to a customer. Although if this happens only once you probably will not jeopardize the account, but if it becomes a common occurrence you will be sure that you will lose some accounts and be thought of as inefficient and unreliable. If this happens you can bet that if your competition shows up with a lower price and a few extra promises you will receive your walking papers and become a political casualty of the world of the cleaning business. Small Business and Branding ? Why and How? When we speak of branding most of the time people try to relate it to big business house, however, the fact is that every business needs to establish their brand in order to survive the competition. This is nothing new; experts and management gurus had been preaching the same sermon for years now but what they have not told is why you need to brand your small business? How is branding going to help you to establish your business? How can you establish your brand without spending a fortune on it? Collect that Debt - Your Business Depends on it The efficiency of debt collection is the difference between a business that will succeed and a business that closes up. Expand Your Professional Organizer Business Grow your Professional Organizer business by branching out into related areas. If you have been doing the same old thing for a while, and are comfortable with it, it may be time to stretch your capabilities and offer something new. 7 Essentinal Resources for Small Business So you want to start a business but you don't have a lot ofmoney? Start your business online, and it won't be a problem. Starting is the Hardest Part You can't imagine how many people ask me how I did it. To turn my back onto convention, to turn a deaf ear on the people who wants what is best for me, to snub my nose at people who thinks I am making one of the biggest mistakes in my life?etc. Hey, this is what I do best, so, I am really good at this. Granted, not everyone is as good at defying convention (and logic) as me, so, I'll keep that in mind. :-) How To Select a Franchise Here are some useful tips on how to select a franchise. When selecting a franchise, carefully consider a number of factors, such as the demand for the products or services, likely competition, the franchisor's background, and the level of support you will receive because like any other investment, purchasing a franchise is a risk. You will do well to consider the following items before selecting a franchise: If You Want to Work from Home Here are some important points to take note of if you want to work from home. working from home is a dream occupation for many people, but only a few of us will dare to trudge that path. As long as you keep to your basic principles, keep focused, learn how to motivate yourself, be patient and learn how to manage your time properly, you CAN have the best of both worlds. The Beauty of Focus and Plan B Did you ever have one of those days or weeks when you said "What in the world am I doing running this business?!" Are You Satisfied With Your Business Just As It Is? Did you know that satisfaction is the number one emotionpeople want to experience about their life and business?Yes, fame and fortune are up there, but satisfaction isthe key. Satisfaction is about contentment, gratitude andpure joy. Are you satisfied with your business and yourlife? If not, read on and see how you can transform yourlife in the simplest method possible. How to be Annoyed and Make Money When do annoyances in a relationship become too much to bear? Collection Agency Selection Frankly, given the legal and regulatory requirements involved in attempting to collect a debt, it makes as much sense to do it yourself as it does to try to remove your own appendix. A collection agency is, on the whole, much cheaper than a doctors - and lawyers. Do yourself a favor and let a professional collection agency handle this complex matter for you. Shocking Experienced Copywriter Reveals Little-known Secrets To Closing BIG Ticket Deals! Hogwash! Business Valuation is Critical What is Business Valuation?The term business valuation is the method by which the business worth is determined. This usually happens when the business is for sale, when the business is looking for extra funding from the banks, when the business is considering taking on extra investors, or where the business is looking at merging with another organisation. The Role of the Business Model and Strategy for Business People will always stress that having a well researched business plan is key before you start your business. Although creating a business plan is often an important step in the evolution of a business, particularly if you need financing or you are not experienced at running a business, it is not necessarily the essential first step. There are two key elements that should be completed prior to the business plan: 7 Cash Flow Secrets Your Accountant Never Told You Looking for ways to boost your cash flow? As a small business consultant, I make these recommendations to my cash strapped small business clients: Small Business Security No Passing Fad How careful are you with the data you collect from your customers? How about the handling of money in your business. And passwords? What controls have you put in place to protect computer data?
|
| © Athifea Distribution LLC - 2013 |
