By Rob Wilson, Principal, Bustin & Co.
Here are seven crucial steps that can make the difference
between success and failure:
1. Find your intrinsic competitive advantage
and leverage it. We define that advantage as a “positioning statement”
that reflects the essence of why a company exists. Don’t have a one-
or two-sentence statement that differentiates you from the competition?
Better get busy.
2. Begin with the end in mind. Credit
Stephen Covey with the eternal truism, which of course, makes it harder
to do. Ask the tough questions: what do I hope to accomplish by pursuing
this strategy, executing this tactic or even having this conversation?
“End in mind” questions help keep you focused and on track.
3. Think strategically, not tactically.
Cutting prices, replacing sales managers, pushing for publicity, creating
a new brochure and firing staff are all tactics masquerading as strategies.
If you’ve fallen into this trap, pull yourself out by focusing on
strategies that leverage your competitive advantage. Remember: “tactics
without strategies” is stupidity.
4. Align interests. Alignment and consistency
matter.
5. Do something meaningful yet achievable.
Begin with small steps and then build on them. From a Website overhaul
to creating new divisions and branding initiatives—all must be done
methodically, step-by-step, with a common strategy in mind.
6. Get a checkup from the neck up. As
a leader, are you saying and doing the things that your people need to
hear and see to believe in what the company is doing, and to give their
best efforts to help you get there? Your attitude is reflected in your
speech, your body language, your actions. Are your people pawns to be
manipulated like chessboard pieces, or are they people with cares, concerns
and needs just like you? Guess which attitude builds a company and which
one stops a company in its tracks.
7. Be accountable. Stay close to business
leaders and hold them accountable. You should almost act as their conscience—for
implementing the strategies to which they originally agreed. Nothing happens
just because we say it or write it down. True change must start at the
top before it can be embraced throughout a company.
We continue to be amazed at how uncommon common sense
really is. The ability (or inability) to implement these seven deceptively
simple steps can make all the difference.
For more information on Bustin & Co.: www.bustin.com.
Contact Rob Wilson at (214) 720-3733 or rob_wilson@bustin.com
|
