Business planning is an inherently selfish business.
You’re looking at your strategy and figuring out how best to maximise your profitability.
But what happens when that single-minded focus starts to dictate what it is that your business does?
Sure you’re in it to make money – aren’t we all?
That’s not the issue.
The problem is that you start trying to find ways of selling your existing products and services to clients, rather than developing them to meet the needs of those clients.
If you plan your business around what’s right for you, you’ll never achieve your goals. Business should only ever have one goal in mind – delivering what their clients are crying out for.
Anything else is just an exercise in self-validation.
And it doesn’t make money.
This week's tagcloud
What's on my mind
About Me
- Kevin Jackson
- The glasses are important, since I’m almost totally blind in one eye. This means I have zero depth perception. Instead of making snap judgements, I have to think around a subject and look again to try and gain a sense of perspective. And that’s what I’m doing here - taking a different view of the trends and patterns around us to see if they’re as close as they seem, or further away than we thought. There’s not a discipline within the communications mix that I haven’t spent time in – what connects them though, is my passion for igniting advocacy and word-of-mouth. I’ve also worked on multi-platform campaigns for some of the world’s biggest brands, we are all on first-name terms. Ultimately, whether it’s a consumer, business or internal audience, no one is exempt from my belief in engaging experiential communications. Over the last four years ago, I’ve been busy developing relationships across the telecoms, technology, FMCG, retail and energy sectors, to name a few.
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