- by Rory Ramsden
It’s easy to be distracted by each new opportunity that comes your way. And believe me after you have executed your first big product launch your mail box will overflow with opportunities. It’s then that you realize that choosing what not to do is more important than choosing what to do…
So what’s the best way to sort the wheat from the chaff ?
Well, I was chatting with a client recently and he had exactly this problem. A business contact had asked him to help him out. The contact was a business coach who my client reckoned was pretty good. So he was naturally quite excited to be offered this opportunity.
The trouble was that this so called opportunity was anything but. How do I know that? Well, we had discussed his medium term strategy in some detail at another time and the model we had come up with did not include helping fellow business coaches leverage their IP.
Being blown off course and finding yourself in a completely different business can happen in the blink of an eye. You just take an opportunity that comes your way and later try and justify your actions by some vague reference to your original strategy.
You have to be a jerk with yourself. You have to be a disciplinarian. You have to think strategically by measuring each opportunity that comes your way against your original goal and decide whether it is more or less likely to get you closer or further away.
Having a plan is not good enough – A plan is just a series of logical steps that you follow. A plan answers the ‘how’ question. You do this. then this and then this.
Having a strategy is completely different – It synthesizes a whole range of research you have done. Market research. Competitor analysis. Self analysis and then orders it in a counter intuitive way by you asking the ‘what if’ question just like the example I used yesterday of Christopher Columbus.
Strategic thinking never ends – It requires that you fixate on your goal – the big picture – and get a crystal clear vision of what achieving that will look like, what it will feel like and even what it will taste like. It becomes a belief system. It plays on your core strengths to deliver innovations to your target audience.
It is in sync with their hope and ambitions. By expressing it clearly they ‘get’ why you are in business. Knowing this allows them to buy into the same belief system because it appeals to their sense of self. Their sense of who they are.
Nailing this is extremely powerful
Steve Jobs knew this and was able to communicate his core vision to Apple’s legions of raving fans. He stuck to it through thick and thin. He transformed the fortunes of his company not once but twice by being true to this core mission. It was the fundamental reason why one product launch after another from the original IMac through to the Ipad were such a phenomenal success
Each launch was hot wired into the zeitgeist. Jobs was able to tap into the desires of his market and launch one new product after another that not only disrupted the status quo – I’m thinking of the Ipod and the music industry here – but also solved a problem that the majority weren’t even aware of.
Having a clear vision and expressing that vision well is fundamental to your business success and the success of every product launch you do. It answers the question ‘Why”. It tells people what motivates you. It gives your ‘tribe’ a mantra. It differentiates you from your competitors. Focusing on strategy not opportunity makes you more money because it forces you to see the big picture and measure every opportunity against it….
– You may be wondering how much hiring a product launch manager will cost and the quick answer is not as much as you might expect up front. We like to structure a win-win sort of a deal with clients. We get paid when you get paid. That is we work on a percentage of the pre-return’s gross cash that gets dumped into your shopping cart. Naturally, you have to pay a fee to get on our calendar. We can only take on 2 or 3 clients per year so our time is valuable and we must know what our schedule is well in advance. It would be unfair on our other clients if we didn’t insist on this. Find out more by booking a free consultation with me now –