I read a very interesting article this morning by Christopher S. Penn called: “Marketing White Belt: Always be Testing.” In the post Chris talks a bit about the importance of having a map. Chris talks about the importance of not only having a strategy but testing it and ensuring that what you knew to be true is either still true or changing. What I found most interesting is that the need for testing exists precisely because things change.
The Important Question: How flexible is your plan?
The inevitability of Change
Here are some inconvenient truths:
- People change mobile phones, websites and deodorants. Customer preferences are always changing.
- Trends can disrupt your entire business. What’s popular changes.
- New, better, updated products get released. Products change, hence demand for products changes.
- Your best customer service rep will leave to go to another company. Careers are changing.
- Your boss may think you are replaceable. Companies are changing.
When formulating your strategy for the next XX years, it’s important to recognize the times we are in. Creating an inflexible strategy is the same as building a mansion directly on top of a fault line, in the blink of an eye it could all crumble. At the same time, you should be more firm in your goals, and if you do decide to change your goals, I only recommend you make them MORE ambitious.
Same Goal, New Route
22 days ago
I was the Director of the Social Media Practice Group at Devine + Powers.
I worked with clients to develop social media strategies.
I gave presentations about the impact of social media in different business verticals.
I gave Social Media 101 seminars for companies.
I worked to build a profitable and highly respected Social Media department at a PR firm.
Today
I am the President of my own company, True Voice Media.
I still work with clients to develop social media strategies.
I still get booked for speaking engagements.
I still go out and meet people at events and passionately talk about the work I have the privilege of doing.
I’m still working to build a profitable and highly respected Social Media company.
What’s different?
I call the shots now, it’s my company.
There’s no paycheck unless I make it rain.
When the company succeeds, I directly benefit.
Getting where I’m going, no matter what.
I went to business school dead-set on coming out to work in creative marketing. I’ve always been someone who believes in the importance of treating customers like people instead of numbers, even long before Social Media was in vogue. Social Media for me just made sense, I’m a geek and early adopter to begin with. My career has brought me to some very interesting experiences and learnings. I’ve made mistakes, I’ve had success, but I have known for years that long-term success will be a product of my passion and hard work.
My goals remain the same but the path to get there has changed virtually every year. I’ve made sure that I know where I’m going, the only factor that keeps popping up is how I’m going to get there.
—
If you haven’t yet, please Like my company on Facebook.
Does your social business strategy have a GPS capable of “recalculating” and finding an alternate route? If not, I think it’s about time you gave us a shout. Tweet us or Call us: 215-948-2012