Posts tagged as:

Strategy

Everywhere Is Not a Strategy

by Daria Steigman on May 6, 2011

Everywhere is Not a Strategy, Business, Social Media, Independent Thinking, Steigman CommunicationsI once heard a guy with a software product he was trying to sell tell a gathering of entrepreneurs that his audience was “anyone who has a computer.” Huh?

Everyone is not a strategy. It’s a bad business idea in desperate need of a plan.

Everywhere isn’t a strategy either. Ask a successful global company, and their everywhere is segmented, targeted, planned out–and not really everywhere. Ask savvy small business owners, and they can define their audience, their market, their strategy.

Last week’s #profschat conversation was around Facebook pages and marketing. I noted that my small business doesn’t have a Facebook page:

I can set one up, but need a raison d’etre for doing so first. (Waiting for the right reason.)

Jason Gertzen then replied:

Good point. Meet customers/audience where they are. No need to be on Facebook just to say you have a page.

And added:

Wish more would take your smart approach. First, plan your strategy. Then, pursue your social outreach where it makes sense.

Is your business everywhere, or just everywhere you need to be today?

Photo by Hillary Boles (Flickr).

Have you signed up to receive the Independent Thinking newsletter? Now’s the time! Once a month I’ll send you exclusive, subscriber-only content highlighting interesting articles I’ve found, as well as tips on marketing, social media, and how to grow your business. Sign up today!

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The Difference Between Failing and Failure

by Daria Steigman on April 18, 2011

The Difference Between Failing and Failure, Entrepreneurship, Business Strategy, Independent Thinking, Steigman Communications llc Many years ago, I set up a joint venture involving the Russian real estate market.

My partner Philip Bay had a successful business in Russia and Bulgaria catering primarily to foreign companies looking to expand into these emerging markets and foreign governments looking for housing and/or office space. He saw European companies buying, selling, owning, and managing properties across Moscow and thought that U.S. developers needed to hone their competitive edge in this new frontier.

Hence the genesis of our monthly subscription newsletter. Bay would guide content; I would be editor-in-chief responsible for writing, production, and distribution.

Moscow Property Market lasted for two (very-well-received) issues. Then a Russian constitutional crisis set back investment–and effectively shut us down.

Sometimes you can do everything right and still fail.

But it wasn’t a failure.

The difference between failing and failure is what you do next.

Photo by Holger Zscheyge (Flickr).

Have you signed up to receive the Independent Thinking newsletter? Now’s the time! Once a month I’ll send you exclusive, subscriber-only content highlighting interesting articles I’ve found, as well as tips on marketing, social media, and how to grow your business. Sign up today!

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The Problem with Soundproof Rooms

by Daria Steigman on April 7, 2011

Business, Customer Service, Independent Thinking, Steigman Communications llcSoundproof rooms can be great if you’re practicing the piano or planning a coup. And while they provide you with a distraction-free space to work, if you’re not careful you might just shut out conversations you should be heeding.

In the early 1990s, U.S. agribusiness companies regularly brushed off consumer safety concerns about genetically modified organisms (GMOs). I tracked agricultural policy for several clients, so I was in that room a lot. When safety questions came up, they seemed to think that saying GMOs were safe was enough. Who could possible disagree? They were completely surprised when the European Union, prodded by consumers, started asking its own questions.

See, they had been hanging out in a soundproof room. Are you?

Photo by Becky Snyder (Flickr).

Have you signed up to receive the Independent Thinking newsletter? Now’s the time! Once a month I’ll send you exclusive, subscriber-only content highlighting interesting articles I’ve found, as well as tips on marketing, social media, and how to grow your business. Sign up today!

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Are You Long-Term Greedy?

by Daria Steigman on March 9, 2011

Long-Term Greedy, Business Continuity, Independent Thinking, Steigman CommunicationsMy friend Deborah Brody wrote a terrific post about business planning. It’s not a sexy topic–but can anyone say they don’t need a Plan B for when things go wrong?

Most businesses, if they plan at all, focus on the “how are we going to handle the whole disruption-to-our-business” question. Few take that critical next step and ask: How are we going to help our clients, customers, and/or vendors fill the gaps?

Sure, a problem with my business is about me. But it’s also about the impact on everyone else who depends on me.

So Who Are You Going To Call?

Hopefully, you’ve put in place a Plan B to help your customers solve their problem while you’re busy solving your own. Because there’s nothing sadder to me than a business that is unable or unwilling to make a referral. It suggests that they either:

  • don’t trust their clients not to like the other guy better, or
  • think no one else can measure up.

People lose business every day. If someone likes your competitor better, learn from that and adjust your business (if necessary) accordingly. Chances are, for every one person who finds a new home, nine others will be grateful that you found them temporary shelter during your crisis. If you think no one else measures up–well, get over yourself (and/or warn your customers that this might not be the best solution, but that you wanted them to have a solution until you’re back up and running.)

In The New Small, Phil Simon talks about how smart business owners will turn down (the wrong) work rather than take on a project they know will fail. I do this a lot. You’ve probably done this too. He calls it long-term greedy (a phrase coined by someone at Goldman Sachs to refer to focusing on long-term gains rather than worrying about short-term losses). The alternative, I guess, is short-term stupid. Which is how I’d describe a business so focused on itself that it isn’t helping its clients and customers.

Are you long-term greedy?

Photo by Evelyn Giggles (Flickr).

Have you signed up to receive the Independent Thinking newsletter? Now’s the time! Once a month I’ll send you exclusive, subscriber-only content highlighting interesting articles I’ve found, as well as tips on marketing, social media, and how to grow your business. Sign up today!

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Why Marketers Are Getting the Axe

by Daria Steigman on July 22, 2010

This recession has not been kind to marketers and other communications pros. Especially at the senior level.

Frankly, I’m not surprised.

Just look at how we typically refer to ourselves. Marketer. Public Affairs Specialist. Writer. Editor. Media Relations Manager. Videographer. It’s all task-based.

IABC has the word “business” in it, but our titles rarely do. And too often we haven’t made the case that storytelling is key to selling widgets (or sneakers, politicians, goodwill, or support for your cause). That communications is a core business function, as necessary to organizational success as product designers and the sales team.

We talk about transparency and authenticity. Our bosses care about sales, opportunity costs, and ROI.

I’ve heard a lot of hand wringing about how communicators don’t have a seat at the table. Yada, Yada, Yada. Feel better?

Now, what are we going to do about it?

The comments are yours.

Note: This post originally appeared on IABC’s Communication World blog.

Photo by Randy Son of Robert (Flickr).

Have you signed up to receive the Independent Thinking newsletter? Now’s the time! Once a month I’ll send you exclusive, subscriber-only content highlighting interesting articles I’ve found, as well as tips on marketing, social media, and how to grow your business. Sign up today!

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