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The WHY Gap: Beyond your Business Plan (The Oyster Rewind Special Edition)

The WHY Gap: Beyond your Business Plan (The Oyster Rewind Special Edition)


G’day everyone Lauren Kress, The
Business Scientist here for another episode of The Oyster Rewind and I’m
doing something a little bit different today. So we have had amazing guests on
the show this past month and in the show notes or if you’re watching this on
LinkedIn or YouTube in the description, copy, post… I’ll put the names and the
topics of everything we covered over the past month but for this episode of The
Oyster Rewind I want to talk about this issue I keep seeing because I think it’s
really really valuable for people listening and people watching just based
on what I can see people are really tuning into the most. It’s about Simon
Sinek’s Golden Circle I got reminded of this recently. One of
my guests on the show actually Ricardo Gutierrez shared it on LinkedIn
Simon Sinek’s original TED talk and it was good reminder and I was thinking
about it and I was like wow this is really something that’s like taken over the
business world right? It’s like it’s kind of become a bit of a meme. I think a lot
of us are actually sick of hearing like “you’re why is so important” right? I’m
guessing you’ve heard of Simon Sinek and I’m guessing you’ve heard of how
important your why is but there’s this gap there’s this gap that I keep seeing
and I’m curious whether you’ve seen this before
as well so you sit down in a strategy session and – or if you’re a business
owner maybe you sit down and look at your business plan – you go alright I need
to think about the vision of my business where am I going what am I – what am I
doing the next few years? What do I want for my business? What do I want from my business you know maybe it’s like okay well we you know we need to have a
culture that’s more flexible and we need to have you know we need to have some
sort of social purpose we need to feel like we’re giving something back to
society it’s really important that we have a
strong reason to exist let’s document that lets everyone let’s get around
let’s document that have you been in one of those set of situations? Like have you
been writing a business plan or doing something like that do you kind of get
what I’m talking about? So you’re doing this right and you put together this
beautiful strategy document and it’s so beautifully articulately
worded this great vision and your mission statement and everyone’s finally
come to agreement and maybe at second months if you’re in a larger
organization it can potentially take months even if you’re in a partnership
with two people it can take a long time to work out why do we exist what are we
doing and how are we doing it and then it’s sort of like okay, cool like let’s
put that away and let’s get back to business as usual you know? Let’s let’s
start doing stuff and I bet you, you do a pretty good job like if you’re on
LinkedIn watching this if you’re listening to this podcast I imagine
you’re someone who’s actually really proactive about making sure that you’re
delivering a fantastic service to your clients or to your customers right?
That’s something you’re really passionate about and that’s something that you’ve put in
your values, you know that’s something that you’ve articulated that’s the way
that you’ve designed your business right? It’s like we want to deliver exceptional
value. One, it’s good for us because our business grows and two it’s good for our
customers and it’s great for our staff and that’s what we’re all about we’re
really passionate about that but here’s the sad thing, here’s the sad truth, a lot
of those businesses and I see them all the time
these are primarily the clients I work with, they’re doing a fantastic job but
when it comes to actually sharing that with the world and letting people know
about those stories that’s where it falls down so what’s happening is is
there’s this gap and I’ve written it here between the intention for the
business which is that business plan or that strategy document and Mia’s
decided to join us you’re passionate about it too Mia? So there’s this gap
between that intention and then the perception right what do people actually
see in market? I see people doing fantastic work and no one knows about
them! They’re getting a handful of visits to their website per month you know, on
LinkedIn every couple of months they might put out an article and then
they’ll say to me I don’t know why I’m not getting customers you know? We do
great work, I’m not sure why we haven’t grown beyond word-of-mouth you know? All of my business is coming through a word-of-mouth, and I go okay what are you doing? And they’ll say ‘Oh, you know I do stuff with a business
chamber or if it’s a larger organization there might so look we do some Facebook advertising or you know..” – okay – “and we’ve got a website we’ve put together a
website” and I’m like, okay that’s great but like what’s your communication
plan what’s your marketing plan, when’s your content scheduled to go out? “oh no we don’t have time to do content we don’t have time to put content out because we’re so busy delivering great work” – I’m like yeah, I get that that’s
every business owners problem and it’s a lot of other larger organizations – that’s
a big problem as well if you look at marketing companies if
you look at agencies if you look at what they’re actually doing for the marketing
a lot of the time this is suffering you know it’s like the hair dresser’s hair and
in the past when I started my business I was doing that. I was focusing so much on
delivering great value and great campaigns to my clients I actually
completely neglected how I was growing my own business and how I was talking
about it. I really think that there’s so many brilliant coaches and consultants
out there I talk to them all the time that aren’t giving themselves that time
to do that and it’s our responsibility to carve out that time so if you don’t
have time to make content, if you don’t have time to get that message out you
need to start putting a plan together for that. If you want help putting that
plan together let me know I do very affordable 150 US dollars, 90 minute doing sessions to help you figure all of this stuff out – “How do I actually make sure
that I’m doing this in my day to day business?” it really is about just
building your standard operating procedures to get your message out there
so this is where the gap is if you’re inspired by that having a powerful why
if you have that strategy document that you’re like “we need to do something with that” you
need to cross that bridge and you need to start thinking about it in terms of
your brand strategy you need to start thinking about how does this formula how
does this I like to call it your BUSINESS DNA how does that BUSINESS DNA
goes into everything that we do and best practice is you build a style guide and
you build branding guidelines and it sounds pretty simple like “wait what? We
just have to like, you know put together our colors and tone a voice and you
know logo and some workout what audio we’re using and stuff and it’s like yeah, you need to have some rules for that because that’s what people’s brains pay
attention to. Color is huge right? The language we use is really important – if
you’re trying to use the same language that you use in your business plan to
communicate to customers who don’t have the same knowledge, don’t have the
expertise that you have that’s where you’re going wrong! What language are
people using? What books are they reading? What magazines are they looking at? You
should be able to say everything about that customer and their behaviors as
best as you can predict. How often are they on Facebook? Why are they on
Facebook? What are they looking for? What’s driving them? What’s motivating them?
What do they care about? Are they motivated by avoiding pain? Or are they
motivated by seeking pleasure? Or maybe it’s both? How do we make sure that that
DNA is spreading as far and wide as it can because it’s your responsibility as
a business owner to make sure that that message is actually getting out there
because if it’s not that means that you can’t change that many people’s lives. So
for me I want to make sure that good, professional business and marketing
advice is available to everyone – to anyone who wants to start a business. I
want to make sure that they can understand the science behind better
business that they can easily access best practices. That’s my goal right?
But in terms of then how I communicate that, that’s a completely
different kettle of fish. If this is something that you’re kind of like yeah
okay like well what do I DO? What are the practical tips, I’m going to be doing
another episode on that to break that down further to say okay well what does
that mean for the world and then what does that mean in terms of what I’m
creating right now and what I’m saying to you right now and the value I’m
providing? Think about it for your business right? Like what are you
actually putting out there that helps people get to know who you are how how
are you communicating with the world you know are you blogging are you posting
are you putting content out there because I guarantee you if there isn’t a
lot of reminders out there of what you do and why you exist then your
gonna be getting customers from out in the world you’ll be getting it through
word-of-mouth which is fine but if you want to take things further you need to
start thinking about how in the long term and I am I building this brand so
that people know what I actually do, why we exist how does that go into
everything that we say one sort of practice that I’m really getting into at
the moment is just thinking about that every day is like spending five minutes
going why does my business exist what can I do today to further that mission
what can I do today to make sure that I’m putting something out in the world
even if it’s just for one person what can I do today to help that one person
that aligns with my mission that aligns with my vision. I’m also like I said I
will do another video kind of talking through more of the practical tips but
there’s just so much to cover and I can’t really tailor it to each person’s
individual situation so please do feel free to reach out to me I’ll put the
link here thank you so much for listening and for watching and I’ll
speak to you again very soon!

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