Those who work in the areas of Strategy and Marketing know that becoming good at both isn't easy. Sure, you might have some years of experience putting together successful strategies for organizations or maybe some really noteworthy marketing campaigns that have won awards. Great! But does that make your job any easier for the next challenge?
Organizations can limit themselves and their abilities to produce truly transformative strategies by ignoring the side of the Strategy Mindset best symbolized by a commonwealth—an organization-wide heartfelt understanding of what makes the organization truly different and unique. It is the Strategy that spreads these truths in powerful visual and textual ways that can radically improve the position of an organization, even one that has been struggling for years.
Many strategists report that they are not getting their job done because of things that have little to nothing to do with charting a solid strategic path for their organization. The "process" of strategic planning is so large and diverse with so many differing options that many organizations spend as much time deciding what their process is going to be than developing their strategic plan. The following are some practical guidelines that will help you avoid three common pitfalls organizations often fall pray to.
A brand’s performance rarely has to do with just one dynamic; rather, it typically involves many dimensions, which is why the process is called strategic marketing. Understanding that the process is a strategic partnership can make all the difference if the client, agency and the customers are all given the opportunity to contribute.
The more an organization’s stated purpose is in alignment with what it delivers, the more successful it will be serving and satisfying its customers’ needs. MarketCues' research has identified four drivers that enable organizations to identify the gaps of Perception versus Reality between an organization and its customers.
Instead of thinking about your marketing campaign, start thinking about your customer’s needs. Sure, this sounds elementary, and it is, but most brand owners who demand instant results from their marketing are typically in love with the next cool thing they can push out there.
It does sound somewhat counterintuitive, but often the most effective strategic plans that lead to truly high growth only need the answers to three basic questions. They can be your most effective business tools.
Having a significant amount of information about your situation is always helpful. Being able to breakdown the boundaries that have encumbered your thinking is truly useful. And possessing the exact right education in your market area is excellent. However, none of these are going to make you a great leader because that requires some personal strength that often has to be learned.
We all know that growing a successful business is hard work and, at times, that success is elusive to even the most successful. One reason this occurs is because life can be hard and problems are unavoidable. The road is long and often twisty so we all have to do what we have to do. The question is, are you asking the right questions? Here are four harsh truths that may jolt you, but if you follow them, improving your business is your reward.
Many people think of a business plan as little more than a financial road map and often with a heavy dose of fundraising. This activity certainly occupies an important function in the life of a company, but it brings a far larger benefit and purpose.
Why do businesses fail so often? If they are being run as if there will be no changes in their clients’ interests and behaviors or that the internal operations will never need to change, time can catch them by the tail and throw them out of the ring.
Your strategy holds the key to whether you can walk across the barrier of your customers liking your product to loving them. The best companies take the time to figure this out and drive their companies with a well-honed and well-researched strategy. In this new age, it looks like you will need to invest in your future to ensure you have one.
Of all brands, an advocacy brand is the easiest to setup and hardest to sustain. The importance of knowing your issue and being able to stand up and evangelize it is a requirement, not the secret to success. Yet, far too many .org advocacy brands rely on just that and often find their organization lacking in funding and market dominance. Building an advocacy brand requires several keys to be successful. Here are several that are time-proven and built to last.
When a team works together in unison it can always accomplish more than a solo artist if they work together and not against each other. Success comes to teams who appreciate each team member equally regardless of their rank or experience.
Having the strongest brand possible is a necessity, not a luxury reserved for larger companies. In order to succeed today, you need an extremely well-defined brand just to stay in the game, and one way to accomplish this is to build a personal brand.