What Matters Most The questions you need to answer R. Greg Bohrer Marketing Manager Precision Door Service
Where Now? • Where Want to Be? Questions sailors must ask: Mission • How Get There? • When Know Arrive?
Focus We are time-crunched, info-overloaded, constantly-stressed • Companies are losing focus • We focus on too many things • Nothing has really changed • We’ve lost sight of why it matters
Focus Focus on your Purpose/Mission • Why in the beginning you launched your business, your project • Find your North Star • Visualize it • Start with Why • Simon Sinek
Focus • “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” Sun Tzu, The Art of War
Where are You Now? • Observe • Gather the relevant information • What do you see? • What is our current position - as of now... • Assess how the winds are changing before setting sail. • Anchor to good decision-making • Easiest one to ignore under time pressure
Where are You Now? • Research • Most companies have an incomplete or even wrong understanding of who their customers are, how they perceive current interactions, and what they want and need in the future. - Forrester Research • Less than half use data for Customer Insights • Cannot take a guess on data • Your Data: • Sales data metrics – competitive info • Resources • Internal data, Marshall Marketing, Scarborough, Pew, NRF, Forrester, AMEX, US Census, Blogs
Where are You Now? • Questions we ask ourselves • Who is our competition? • What are they developing? • How do we keep customers from using us? • What do we do that is unique? • Is it sustainable? • Are we really who we say we are? • Why?
Where are You Now? “Even if you're on the right track, you'll get run over if you just sit there”. Will Rogers
Where Do You Want to Be? • Orient • Process information and position yourself for a decision. • What are the implications? • Identify opportunities and create alternatives • What are others doing? • “Never interrupt your enemy when he is making a mistake.” Napoleon
Where Do You Want to Be? Research & Ask Why • Look back where you’ve been. • Where would that course take you? • Does that align with your North Star? • Will narrowing or expanding your focus create a promising opportunity? • Precision – Home Street - CoinStar • Challenge your assumptions
Gap analysis • Decisions are Choice Between Alternatives • What are the missing's? Where Want to Be Difference = Opportunity Situation Where Now Actions Causes Alternatives
Where Do You Want to Be? • Decide on your course of Action • Choose between available alternatives. • Articulate what you won’t do • The Tie Breaker question: • If overnight your biggest problem/issue was solved: What would you do differently tomorrow? What’s the first sign that you see or notice when the problem is gone? • Visualize it.
How Will You Get There? “If you don’t know where you’re going, any road will do”. Alice
How Will You Get There? Act • Focus on the gap. • No perfect answers. • Identify any barriers. • Narrow options. • Don’t play it safe
How Will You Get There? Act • Commit to them. • Clarify the target • Identify tools that can be used on each barrier. • Customers should be your guide • Don’t Assume • Start moving. • Adjust.
How Will You Get There? "We cannot direct the wind…. But we can adjust the sails." Bertha Calloway
How Will You Get There? Adjust • Narrow Focus • Partnerships • Match Media to Message • Focus on what works • Don’t Assume • Results: • Average of 10-12% growth each year for the past 3 years
Visualize • If you or your team are more visual in nature. • Patti Dobrowolski’s bookDrawing Solutions • Patti Dobrowolski
How Will You Know When You Arrive? • What is your finish line? • Can you measure progress toward it • KPI’s • Analytics • Call Tracking
How Will You Know When You Arrive? • Call Tracking
How Will You Know When You Arrive? "Not everything that can be counted counts, and not everything that counts can be counted." Albert Einstein.
Key to Success • Rinse and repeat • There is no finish line – Only beginnings • Celebrate • Go back to step one • Where are you now? • Where do you want to be? • How will you get there? • How will you know when you arrive?
What Matters Most? "The important thing is to never stop questioning." Albert Einstein.
Where Now? • Where Want to Be? Mission • How Get There? • When Know Arrive?
Thank You R. Greg Bohrer Precision Door Service email@example.com