Tuesday, June 21, 2011
Where is my magic wand?
The marketing consultant looks like totally gone in the skies, while he thinks: "Where is my magic wand?", and frustration, doubts start showing up on his face as he struggles to make the decision whether he should be straightforward and be honest, or simply give the client what he wants to listen to, to momentarily work things out and move on.
How should he bring to the conference room the fact that there is no easy road? That such magic formula does not exist? That there are only three things that can, and must be done right away: analyze, plan and execute?
Well, it is like that. Period. One must start by analizing what the real situation of the company is: its strenghs, weakness, real and potential risks, business opportunities, limitations, and all the elements that would allow one to know, as exactly as possible, where is the company positioned within the market.
Then we plan: Actions that would allow us to turn weak points into strong ones, limitations into capacities, risks into opportunities, uncertainty into possibilities.
And finally, it is time to work: execute! Let us put it all together and on its way. Let's start the engine, and once it is running, let us get back to analizing to make sure we are heading where we are supposed to. Always make it a point to analyze. Our plan must always be flexible enough to allow for a change of direction, or simply, to accelerate and go faster. Always flexible!
There is no magic wand, not overnight kind of things, there is no growth without effort, it is all part of the same process. We have to get used to concentrating our energies not on the goal itself, but on the road that is going to take us there.
Have you ever been on this situation? ¿As the customer? ¿As the consultant? ¿What your response would be in either case?