Business development requires one of the most overlooked and important aspects, direction. How many businesses seem to fail even though they seem to have everything going for them? You can have a talented team, a great product or service, however if the business isn’t pointed in the right direction it’s going to fail.
It may sound simple, but many businesses seem to miss it. No matter if it’s a mom and pop shop or a Fortune 500 company, by not aligning all the businesses parts it’s going to be a disaster. From personnel to marketing, you need to ensure all parts of your business are focused on accomplishing the same goals. Ideally, you should be aligning those goals with the wants and needs of your customers.
Are your businesses parts all moving in the same direction? How do you do that?
Direction is the difference between a team that’s greater than the sum of its parts, or a disorganized and disappointing group.
Your worst-case scenario is where your talented people are going in opposite directions and cancelling our each other’s efforts. That said, the worst-case scenario doesn’t have to exist for a lack of direction to hinder your company’s performance.
If your people are going off in different directions, then you’re getting less than ideal results across the board. To ensure peak potential of your team everyone needs to have the identical goals in mind.
You must be communicating all the time to achieve this. Have a crystal-clear idea of what your businesses priorities are. And, being receptive to feedback is important.
You can scale direction for any company size. And, that direction needs to be on point for every department in your business.
To that point, envision a company with each department full of talented people but missing common direction. Your marketing department is putting out great materials aimed at the 18 to 30 demographics, however, your R&D team is producing a product aimed squarely at retirees. While your sales department is focusing on getting the product stocked in stores which are most popular with new parents and young families.
The above is an extreme example; however, many businesses end up in a similarly harmful pattern of misalignment. Your business needs to have clear organization goals that all departments are aware in order to flourish.
The most successful brands in any industry create a great product and then create a marketing campaign that reflects the product in a way that appeals to the targeted demographic. And, available in places that demographic is mostly likely to check.
However, it’s all pointless unless the company is pointing in the same direction as its customers.
You can make the best product, or provide the best service ever, but that’s pointless if no one wants to buy it. A restaurant with an incredible effective marketing campaign targeting twentysomethings will have no sway in a community mostly made up of retirees.
Your businesses success hinges on aligning your goals and priorities with those of your customers. Unless you do that then no amount of effort is going to make your product or service successful.
Successful brands know their customers and provide them with what they demand. If you look at history’s biggest successes, you’ll find that they aligned perfectly with their target demographic. The failures are the ones that had a complete misunderstanding of this.
A great example of this is New Coke, remember that? This fiasco tanked the world’s most popular soft drink sales back in the 1980s. Coca-Cola’s various departments worked in perfect harmony to create the new recipe and market it to the masses, which was great; however, this wasn’t a direction its customers wanted Coke to be moving. Coca-Cola was a popular drink everyone recognized by its taste since childhood. Coca-Cola went against everything its customers wanted by changing the taste; especially one that was kind of gross.
You need to be creating clear goals for your business and ensure those are reflected at every level. Your staff need to understand your company’s goals whatever their position in the company. Without everyone understanding that your most talented people may end up working against you.
It’s imperative that these efforts are aligned with the goals and expectations of your customers.
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