4 things you are probably doing in your business or nonprofit that you need to stop doing immediately.
Many are walking a dangerous line. I’ll explain. Though the rules have changed, and many can sense this, and may even know logically that they need to change, they just haven’t changed the old way of doing things. This is primarily due to two things. 1) You don’t know what it is exactly that you need to change and 2) you haven’t broken your habits of operating the old way. Which also means you know what you need to change, but haven’t figured out how to implement the change.
Knowing is a big part of changing. So, let’s start with learning what it is we need to change immediately. I say immediately because continuing to operate in this way will absolutely lead to failure. A business and organization can no longer sustain themselves this way...
Change number 1: Communicating strictly about the benefits of your product or service.
So in the old you are guided to communicate the benefits if your product or service. You are taught that the only way to sell what you offer is to first understand that you solve a problem for your target market. That’s true. Next, you write down all the features of your product and service. Finally, you determine the benefits of each feature and there you have it, a big beautiful list of benefits. The old way touts that you go out and start telling your target market the benefits and in no time you will have a loyal customer base clawing to get at your product or service. In the New Economy, this no longer works. And before I tell you what does, I’m going to go through the other 3 things you need to change immediately.
Change number 2: Size up your competition and push them out.
The old way says, run a competitive analysis. Look at your competition’s strengths, weaknesses, opportunities and threats or what is called a SWOT analysis. Analyze the SWOT and compare it to your own SWOT analysis. Based on this information, you would then devise a plan to beat out the competition. That is the competitive strategy and in the truest sense of the word, that is what strategy is all about. Strategy is derived from WAR strategy, the approach you will take to annihilate your competition, your enemy. This mentality sets up HUGE limitations and it’s setting you up for failure. More on this coming up. Let’s move on to change number 3.
Change number 3: Sticking with how you’ve always done things.
“Do what’s working” is what we hear often. Yes, of course. But, would you know if it’s not working? Are paying attention to what is and what isn’t working? Or, are you in a comfortable place, closed minded and stagnant? Having a closed mind to things changing stifles you, it keeps you in the “comfortable” place. No innovation occurs at comfortable. Your customers will definitely move on and potential customers will bypass you. Success means getting out of your comfort zone and you can’t do that if you stick with how you’ve always done things.
Change number 4: You don’t have a plan, no focus, and are reactive.
Not having a plan means you live with a lack of clarity. Lack of clarity means you can’t focus. When you don’t have focus, you react to everything. You react when customers aren’t calling, you react when cash flow starts getting tight, you react when the competition gets PR and you don’t. You react and eventually the reaction will be too late. Also ,the lack of a plan leaves things chaotic and flighty...your customers can and will read this. The lack of plan usually leads to you losing credibility and lacking authority. Your chance to capture the trust of your target market gets harder and harder.
How do we counteract these 4 practices of business and organizational death? By implementing the 4Cs. I wrote about this a couple weeks back. As you start working on the 4Cs in your business, you systematically start replacing the old ways with new ones.
Now you share. What are some things you are doing you know you have to change? Are you stuck in the old ways of doing things in your business or nonprofit? Share below what that is and what you want to do to change that.
To your illumination!