Aug 11 2010

So your big product launch failed …

So, armed with a next-to-nothing budget and a half-way decent network, you tried to launch your new offering onto the world, and it just hasn’t taken off as you’d hoped.  Don’t feel too bad about it … I’m reading Buyology
by branding expert  Martin Lindstrom, and in the first chapter he reveals that on average 8 out of 10 US product launches fail in the first 3 months. And that’s with a total marketing spend of $117bn! Lindstrom seems to be saying that they fail because they simply don’t understand why people really buy.

So why did your launch not create the buzz you wanted, or indeed that sales? One reason that seems to come up often is that the message just wasn’t targetted to the audience well enough. They really couldn’t associate into the problem your offer solves, so they just didn’t see the value. That can come about because of a couple of related reasons – your list is too diverse, and you’re reluctant to use a message that excludes any of them.

The trouble with that is, although the message is applicable to everyone on your list, it doesn’t speak to any of them directly. Isn’t it better to have one person say “Yes, that’s me, this person really gets me and understands how to solve my problem – I’m calling them right now!” than to have a couple of dozen put your message into their “Kinda interesting, might be some use, take a closer look when I get time” folder? Because we all know that messages that go into that folder only ever come out at the annual slash-and-burn e-mail clear-out, don’t we!

So go on – pick one individual your product solves a specific problem for, and target a message just for them. There’s probably others just like them, or close enough to get that “Yes! That’s me!” response. And they probably hang about in the same places – so a message targetted at your pinpoint client will be seen by others who you can help too. Isn’t that a far better way to add value in the world than a ‘could-appeal-to-everyone-won’t-excite-anyone’ spamogram?

Aug 09 2010

The power of the demo

Peter Thompson’s wonderful “TGI Mondays” blog this morning really got me thinking – have a read / listen & see what you think.  It’s all about the power of actually demonstrating your offer.

What it got me thinking was: how can I demonstrate what I do without actually doing it?  It’s a challenge many of us face, if our “product” is actually a service.

One way that’s suggested by marketing consultants, especially for coaches etc, is just to “open the loops” – in other words, make people aware with your questionning that they have a problem.  Done well, the fact that you’re asking the right questions implies that you know what you’re talking about, and that you can lead the prospect to the solution, if they just become a client.

I have some ethical challenges with that.  How often do you see an invitation to attend a webinar, teleconference, or even physical seminar that promises things it doesn’t deliver?  “Find out how to get rich trading stocks & shares” the headline promises; and when you’ve sat there for a couple of hours, you can see that there’s all sorts of stuff you’ve been doing wrong – but you still don’t know what to do right.  For that you have to attend the full weekend seminar, “at only x thousand dollars”.

Now don’t get me wrong – I’m not saying that people who’ve spend years working out how to help people make money on stocks / buy property below market value / lose weight / stop smoking  … even decide what opportunities to go for ;) … should give away all their valuable knowledge for free.  Far from it.  What I’m saying is we have to be very careful not to promise that our demo sessions will provide actual solutions if they won’t.

When I do talks, I generally don’t promise to show people how to focus – I promise to tell them why focus is important for business success.  If they want to know how, they’ll need to hire me.  And if it’s the kind of gig where the audience expects to go away with some how-to, it’ll be billed as “the essentials”, and they’ll get the essentials, valuable information but by no means the full programme.  It’s all about integrity – if someone’s giving up their valuable time to be at your seminar or on your phone call, you really do have to give them what you said they’d get.

Aug 06 2010

A flash of the bleedin’ obvious!!!

TheBusyFool finally gets it!For months now, I’ve been struggling with the concept of using Opportunity Matrix as a decision-making tool in corporates, beating myself up about how “they won’t like the ‘are we excited by this‘ attractivness bit”. It just felt too airy-fairy for the corporates.  All around my network, people have been throwing their hands up in despair, in frustration, even fury that I’m just not getting it. Last week at a boardroom brainstorm, I could see the faces around the table getting increasingly incredulous that I just couldn’t see it.

Well guys & gals, it’s good news – I finally got it! I woke up early yesterday morning, and in that inspiration time between sleep and wakefulness, it came to me: the root of Opportunity Matrix, what inspired it, the start point of its development was a tool used all the time by corporates (and developed at Cranfield School of Management, for goodness sake!) the Key Account Selection Matrix. And a key element of that, readily accepted and espoused by many a corporate right since the 1990s: “how attractive is this account to us” !!!

It’s funny how sometimes we can be so close to something, we can’t see what’s blindingly, frustratingly obvious to everyone else, isn’t it?

Aug 04 2010

AUDIO: Why Focus Is Important in Business

Here’s an MP3 of a talk I gave recently on why focus is important to any successful person:

Why Focus Is Important

Note: in the talk I say that I think Mihaly Csikszentmihalyi is management professor at Sloan – he’s actually at Drucker in Southern California.

Click on the title to access the audio

Aug 01 2010

Where are you looking for success?

In medicine there’s a concept of “locus of control”; it means where the patient looks for control of their condition. A doctor I spoke with recently told me that there are some conditions where they want an external locus of control, looking outside of themselves for instructions – where they need the patient to take their drugs exactly as prescribed. I just hope I never get such a condition (though technically, according to my consultant, I do – I just chose to manage my dosage to a minimum that suits me better). And there are other conditions, like diabetes he tells me, where the patient needs to manage the timing of their medication according to feedback from the body, so an internal locus of control is best.
 
This concept is analogous to that taught in personal development – cause and effect. You can either be at cause for what’s happening in your life, or at effect – stuff happening to you, because of “other people”, or “the system”, or “plain bad luck”. It’s funny that rarely do you hear successful people attributing their success to “plain good luck” – they may say they’ve been fortunate, or they may say, like Arnold Palmer, “the more I practice, the luckier I get”.
 
We can all take responsibility to be the cause of the changes we want. As Gandhi said: “Be the change you want to see in the world”. On Dan Storey’s blog recently, he quotes an old story that bears retelling: a good man has died and arrives in heaven. On arrival he says to God “It’s a hell of a mess down there, you should send someone down to sort it out”. God smiles, and says “I did. You!”
 
In business and personal success terms , an internal locus of control – or being “at cause” is definitely better. So the questions become, “What do *I* need to change so that this can happen?” not “What needs to (magically) change so that this happens”. It’s about where your focus lies – outside, at effect, waiting for others to create the changes you want, or inside, at cause, deciding what action will *you* take, right now, to achieve *your* dreams.

Jul 25 2010

Are you driven?

No, I don’t mean are you so successful you have a chauffeur!  I mean are you driven to succeed?  Do you feel some force behind you, propelling you forward, driving you to perform?  Is there something that just won’t let you rest until you’ve got everything you set out to achieve?

Many entrepreneurs are like that – you can see it in the way they deal with life, letting nothing get in their way.  They’re not  brutal, or ruthless; nor are they unethical.  They know what they want, and they make sure that if it’s there to be had, they get it.  They won’t steal or take unfairly from others, but they will put themselves ahead of anybody else.  And they’re constantly on the alert, watching for the next opportunity – their driving force just won’t let them rest.

And then there are the other sort, the ones who seem to make it all look so effortless.  When you’re around them you get a sense of fun, and of compassion.  People like Daniel Priestley of Triumphant Events, or John Williams, who wrote “Screw Work, Let’s Play”, or a host of others I could mention.  They seem to have a ‘midas touch’, making a success of pretty much anything they decide to do.

They don’t do any less than the driven entrepreneurs – if anything they’re on the go even more.  And they’re certainly not achieving any less – Daniel started one of the top personal and business development event companies in the UK, yet last year managed to take a 4-month round-the-world trip and come back with thousands of pounds profit!

So what is it that gives these super-cool entrepreneurs that air of peace?  How do they achieve more than the ones who are constantly striving?  According to top UK coach Jules Cooper, it’s that striving that’s at the heart of it.  Jules maintains that striving can get in the way of success, if it’s not aligned with the individual.  He says that we can either strive or have peace, and that either can create success.  The difference is that striving has to be pretty much continuous to maintain the success; as soon as a striver – a driven entrepreneur in my lexicon – starts to relax, it all goes wrong.

Attraction of a purpose gets stronger the closer you getThe distinction I make is between being driven and being purposeful.  Driven is a passive word – it implies something outside of you that’s responsible for your success, literally something external that’s behind you, pushing you on.  Purposeful suggests something inside, literally full of purpose, that’s creating your motivation.  Consider the concept of motivation being either “Towards” something you want or “Away From” something you don’t want.  Driven people are pushed forward by something outside of themselves, and often that’s something they are trying to avoid – poverty, failure, lack of respect.  And as they succeed, they get further away from their nemesis, and the weaker the driving force feels.  Purposeful people are moving towards their purpose – and the closer they get, the stronger their motivation will get, like approaching a magnet.

Looking at successful entrepreneurs like Priestley or Williams, they have an internal purpose.  With Daniel it’s equipping people to thrive in what he calls “The Entrepreneurial Revolution”; for John it’s freeing people to get paid for doing what they love.  Jules Cooper says he’s here to help people get out of their own way.  And if we look at even more famous entrepreneurs, we see a similar pattern: Richard Branson has a purpose to change whole industries for the consumer’s benefit; and Bill Gates set out to put a PC on every desk.

My own purpose was revealed to me in a programme called Core Process, which gives a two-word phrase that encapsulates it for the individual person doing it.  Mine is “Encouraging Potential”; for me that means supporting and inspiring people I meet who have a special gift that they don’t recognise, or trust.  My work with Opportunity Matrix, helping entrepreneurs identify those ideas and businesses that really suit their talent – and hopefully purpose – fits nicely into that, so it really doesn’t feel like work at all.  Good job I charge for my value, not my effort!  Joking aside, purposeful entrepreneurs always charge for the value they add, and the more purposeful they are, the more value they tend to add.

Purpose isn’t essential to have a lot of money – in life we see plenty of people who strive for success, and have very profitable businesses.  They have the lifestyle they worked hard for; nice cars, million pound houses, all the right memberships, the jet-set round of parties.  And many are very happy – hey, who wouldn’t be?  And yet there are many who have striven so hard that their families never see them, even have fallen apart; and others who hide their emptiness in drink or drugs.

Purposeful entrepreneurs, on the other hand, are generally pretty comfortable with themselves.  They may not have the lavish lifestyle of the strivers (though I’d say Branson & Gates have a pretty comfortable existence), yet they have an inner peace, that comes from achieving something worthwhile, a purpose fulfilled.  They aren’t motivated by the material trappings of wealth – their inner fire is what propels them to massive success.

So which are you?  Driven striver, always pushing for achievement and riches?  Or purposeful smiler, happy with your achievements and rich life?

Jul 12 2010

Rest & Ponder

Dr Steven Covey wrote, in The Seven Habits Of Highly Successful People, about our ability to choose our response to any situation, to shift our paradigm and see the situation in a different light.  The example he gives is the guy on a train who is letting his kids run riot, and we react by expecting him to keep them under control, until we learn that they’ve just come from the hospital where their mother just died, and our attitude shifts from condemning to wanting to help.

Covey goes on to say that the extent of our ability to choose our response indicates our level of response-ability.

Taking this semantic sleight of mouth a little farther, what most people do is react to situations in the same way each time, based on their experiences, culture and upbringing.  Act again, doing the same thing over and over again, the unconscious mind running the same pattern whenever prompted by the external stimulus.  Re-Acting.

If you want to make changes in your life, you’re going to need to do something different.  Wasn’t it Einstein who said that to keep repeating the same action and expect a different result was his definition of insanity.  Dr Michael Beckwith says that when you’re faced with a  stimulus, you should pause before acting, and consciously decide how to respond in a way that will best serve you and the world.  That pause is important.  A pause to allow your better self to take control of how you respond.

To take the semantic game one stage further, I say you must respond, not react.  Don’t Re-Act the stuff that’s got you to where you are now;
RESt + PONDer how you will respond to take you even further.

Jul 04 2010

“I’d just do all of it!”

Focus and how to choose between opportunities is a big topic for me, and I’m always interested t learn how successful entrepreneurs handle it. I was at a fantastic event on Friday on the subject of Influence, with profits going to Peace One Day, started by the amazing Jeremy Gilley (check it out, a brilliant idea that’s really making progress, with every member state of the UN ratifying September 21st each year as Peace Day).  One of the speakers was the very entertaining Simon Woodroffe of Yo! Sushi and Yotels fame.

One of the questions he was asked by the audience was, how do you decide between business opportunities.  As you can imagine, my ears pricked up, waiting to hear how this successful entrepreneur dealt with the issue of selection and focus.  So imagine my dismay when he said “oh, I’d just do all of it” – the exact opposite of what I recommend to the people who go through Opportunity Matrix programmes and Art of Focus days.  Erk!

Simon then went on to say that he would put each of them on a separate page of a notebook, and compartmentalise his thinking about each one.  And he’d spend a couple of hundred pounds on each to do a bit of research, set up the website, or whatever.  Then he’d run with them all for 3 months – 100 days – and then decide which one (or ones) was for him, or his team.  So not so different from my advice after all – phew! (except maybe running them through my process might be a bit quicker) ;)

I think Simon’s advice would work well for an established entrepreneur, someone who’s already proved themselves in the business arena, and more importantly, in their network.  For a newbie entrepreneur it would still, in my opinion, run the risk of confusing their network about what they actually do – what their niche really is.  And for an unproven entrepreneur, the “jack of all trades” label can be difficult to shift.

I should know, I’ve been there, when I was playing the Busy Fool!

Jun 24 2010

We might as well beat ‘em now!

expectation rules outcome in goal achievementWith the whole of the UK gripped by World Cup hope yesterday, and the England footy team finally coming good and getting through to the knockout stages of the tournament, I’ve been amused to hear the trepidation in people’s voices as they talk about England facing Germany on Sunday afternoon. OK, England teams haven’t done that well against Germany in the World Cup since 1966, but why do we seem to expect our teams to fail?

One of my earliest football memories was that infamous quarter-final in Mexico ‘70, the first World Cup I was really old enough to understand, and screaming inside my head at my mother as she tried to “manage my expectations”, telling me that England-aren’t-expected-to-win-and-they’ve-done-very-well-to-get-that-far-oh-look-the-Germans-have-scored-well-it’s-all-over-now-England-are-going-to-LOSE-never-mind. In fact I seem to recall that some of the screaming squirmed out of my head, resulting in some rather sharp words, most unlike me as a ten-year-old.

This national expectation that our sports teams are going to lose just has to rub off on the players. All the success literature, all the evidence in fact, points to the fact that sportspeople who expect to win generally do, and those who expect to lose generally do. The only exception to this rule is when a team is so out-gunned that they have no attachment to the result, and set out to enjoy playing a good game, and with their egos out of the way they find that mastery they’d been lacking, and cause an upset. So with half a nation expecting the England team to lose, however good a coach Capello is (or isn’t) he can’t insulate the players from that. So the expectation becomes a reality.

So I was amused and delighted to hear the much-reformed DJ Chris Evans say on the radio this morning “Ah well, we might as well beat ‘em now as in the final!”

Jun 21 2010

Attitudes are caught, not taught

On the radio this morning, a priest was talking about the importance of our own behaviour if we want to influence others. He was talking in particular about children and parenting, and I think the lesson is just as true for coaches, trainers and business advisors – in fact anyone who needs to influence others (so that’s all business people then!).

We can’t expect people to listen to us, to take our advice, or just follow our lead, if we aren’t doing what we’re teaching – walking the walk as well as talking the talk. Yet so many business people aren’t taking their own advice. We’re all familiar with the tale of the cobbler’s shoes – he’s too busy mending other people’s to mend his own family’s. And we’re told to beware buying a builder’s house – because they never get around to finishing all those jobs they charge others so handsomely for.

And it’s even more important for those of us who make a living from advising others.

A month or so ago, my coach (yes, I have one, the inimitable master coach, Jules Cooper) challenged me – “How come, Mr H,” he asked (he talks like that) “you’re doing all this other stuff, when your Opportunity thingy’s supposed to help people focus?”  I was well and truly caught!  I’d been allowing odd bits and bobs of unfocussed work to creep into my work-week, until suddenly I found myself with no time for developing my core work.

So I showed Jules how to put me through the Opportunity Matrix, and I culled a whole load of the odds & sods and developed a plan to get rid of the rest.  (an upside of me being somewhat unfocussed is that Jules saw the power of the process, so now we’re talking about how he can use it with his clients – and teaching other coaches to use it was on my road-map anyway).  So now I’m doing what I’m telling others to do – and with this morning’s reminder, I’ll accelerate the follow-up to cull the rest of the extraneous stuff!

Funny how lessons on a topic all come along at the same time – after this morning’s lesson from the radio, this evening I read a provocative blog from my friend, the trainer and coach Dan Storey.  In it he talks about the importance of integrity and authenticity – you can read it here.  One aspect of it is, again, if you’re not consistent, don’t expect others to trust your advice, much less to follow it.  You need to look to your own integrity (by this Dan means being aligned in all that you say & do) first.

So are people catching the right attitudes from you?