Tuesday, June 21, 2011

Where is my magic wand?

Together on the conference room the company's director along with the marketing consultant. The first talks about all his doubts, anxieties and needs in regards to his company's growth. "We want to grow but the economic environment is not favorable to it. We would like to make money, but we have had to trim down our budgets. We would need to look for a more conscious  customer who understands that you have to pay good money to own the best. If he wants to go cheap, there are our competitors to buy from."

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?

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