What do you want?

Your customer may not always know the answer to that question, but they can certainly point you in the right direction.

Strategy is about positioning the business – where and how to play – to achieve winning results. Marketing is traditionally a function of your business, supporting the strategy rather than leading it. It is part of the implementation. Or so we thought. The world today has turned tradition on its head by making marketing the basis for strategy development and changing what competitive advantage looks like. This is a critical shift for entrepreneurs who want to be strategic about strategy.

I found something missing in our Mindset research results. It surprised me. As entrepreneurs, we are recognized for our vision, disruptive thinking, and perseverance – getting people to see new solutions to old problems. But when asked what skills would help them succeed, almost none of our survey respondents included leadership.

When my partner and I first started our business, I never considered leadership a priority. It seemed too corporate or political. I was focused on the ‘real’ priorities – getting clients, building revenues, and growing profits.

In hindsight, I think my attitude was behind a lot of the troubles we faced. Sure, the company was profitable and financially successful but we had a load of turnover and turmoil. More attention to leadership might have been a game-changer.

How did I get here?

I sat with my head in my hands and looked out at the dark November sky.When did the business slip out of my control and become this company that now runs me? The company that I had struggled, toiled, and troubled over had turned out to be something I didn’t plan – or want. How did this happen?

My guess is it started with just a small gear shift. Someone brought forward an opportunity and I thought it made sense, so I went for it. How much could it possibly matter? But then there were more jobs we just couldn’t pass up and the morphing into something I didn’t want began.

There are so many pressures to make your company work and keep everyone happy; it’s so easy to say yes to things you know you should refuse. And each time you slip in one of those things that don't fit, it starts to create something with a life of its own – a company that starts to own you.

We learn faster and retain more through our eyes than our ears. And we know strategy only works when shared and understood. So a visual interpretation of your strategy ensures everyone sees what you see and helps clear the fog. 

I was shopping for groceries on the weekend and decided to pick up cereal.Wow! I hadn’t been down that aisle in some time and was overwhelmed by the rows of choices. All of them “new and improved” offering “only natural ingredients” and made for “healthy lifestyles.” It made me wonder how we can process all the information and really understand what it is we are buying.

I think we have a similar problem when it comes to strategy. People are overwhelmed.

What do you want from your business? Are you where you want to be?

Throughout my career, I have struggled with what I want to achieve with my business. And then been frustrated with what I’ve seen as a lack of progress. I have lost a lot of sleep over that simple yet deadly thought: I’m not where I should be.

It’s not due to a lack of passion or perseverance. What I do means so much to me that I want to talk about it and work on it for hours! As for overcoming obstacles, I am strong and will push through anything. So why have I felt that I am not making the grade? I know I’m not alone. Our Mindset Project research indicates that more than 68% of you have had that same feeling – in the dead of night, during a team meeting, or even while your spouse or partner is talking (and you are distracted).

“You’re at 167”

That number is almost unbelievable to me. I weigh 167 pounds. Two years ago, to the week, I weighed 211 pounds with 26% body fat (now down to 18%). In 24 months I have lost 20% of myself. When I first started cycling it was to manage my depression, but as I focused on my rides, I found not only mental health but physical health as well.

So, what does weight loss have to do with being an entrepreneur?

“It’s not easy for me because I am thoughtful!”

This was David Letterman’s famous and applauded response to Bill O’Reilly badgering him about his measured reaction to an “easy” question. Letterman hit on a critical and growing flaw in our communication today – the demand for immediate answers.

This demand only leads to rushed decision making, and we spend more time dealing with the fallout than if we had only taken a little more time up front to think it through. In fact, research has shown that we spend more than 60% of our time cleaning up after poor decisions.

I only have value when someone else sees value in me. That has been my core belief for many years – sad but true.

What I experienced as a kid has shaped me – even branded me. The behavior patterns I created to survive my childhood are the same ones I follow today. Unfortunately, most of the patterns I put in place to protect myself then, are now holding me back. Make me desperate to meet the expectations of others. And have me putting everyone else first. All that matters is getting someone else to see value in me.

How can these behavior patterns create a life and business that work for me?