The Most Profitable and Sustainable Approach Is Often Simple But Hard.
Something worth protecting.
I believe we can’t do anything until we make space. We can’t change anything until we know where we stand. Embracing the constraints serves the dual purpose of giving a starting point and creating a sense of urgency.
I believe the identity of the business is what drives everything else. The most effective processes come from having a superior identity, in written form, understood by all, and detailed and action able enough to be useful. Every business has a heartbeat, but the goal is to make it stronger.
I believe every process in your business is a story. For each one there is a person who owns it, a signal for it to start, and a signal that is done. Every business rises and falls on its ability to manage processes and the systems that support them. A business is really a series of clear, repeatable stories.
I believe the stories in our business should not be works of fiction or autobiographies. To create processes that work, we need to apply behavioral psychology to create organizational habits. This means learning about the science of habits and how to build them into everything we do.
What you are building.
I believe every effort, no matter how noble, will have distractions that pull it off course. To distract means literally to "Turn aside", like being pulled by a magnet. Debt and other financial obligations will skew your interests. Obligation, desperation, disorganization and the like all have their own kind of pull, and that pull is often downwards.
I believe a business can't excel until we create discipline in our thinking. Our brains have shortcuts that often sacrifice long-term fulfillment for a short-term survival mindset. Understanding cognitive bias and common heuristics helps us to make better decisions for ourselves and for our business.
What you have built.
I believe the most cost-effective marketing is word-of-mouth from your customers. This implies we should have intentional strategies for "Operational Marketing" also known as "Word-Of-Mouth Marketing". One of the key elements is the creation of unexpected positive experiences for your existing customers, to the point where they can't stop talking about you. Hard, but worth it in the end.
I believe direct advertising is useful but is only artificial energy, like caffeine. It shouldn’t be a crutch. Advertising is a stimulant rather than as a source of nutrition. If your business is worth talking about to a large enough degree, you may never need to advertise again. In fact, forcing ourselves to be worth talking about is part of the process of creating something profitable and sustainable.
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