PPB November 2017

2 Why Am I Doing This? Do you knowyour “why”? Marketing consultant and author Simon Sinek says, “People don’t buywhat you do, they buy why you do it.” Letme stop you right here. The answer is not “tomakemoney.” Makingmoney is a result, not a reason. For example, my personal “why” statement is “to inspire and challenge people so that we can reach our full potential.” Make it short and memorable, communicating your focus and the impact you make on others. It will reflect your driving values and the highest good you can achieve. It may even communicate what it does for your soul. 3 What Results Will I Measure? As we stand on the doorstep of another new year, think about the celebration dinner you’ll host a bit more than a year from now—in January 2019. What will you be toasting? Yes, we’re talking about your objectives. The purpose of each of your objectives is to mobilize you to take meaningful action. Where your answer to the first question is expansive and idealistic, and the answer to the second is short, powerful and customer-focused—your objectives must be designed to focus your resources on achieving specific, measurable, attainable, relevant, time-based results (SMART). These objectives may be financial, sales-specific, people- oriented or personal but they must be aligned and relevant to your why and your what . 4 How Will I Build It? Your answers to this questionwill describe how youwill be successful over time.They will set the direction, philosophy, values and methodology for building your business or your life.They will be the basis of not just your to-do list but also your “stop doing” list and your “don’t even think about it” list. Your thought process must go to what you love, what clients you love, what you’re best at, what works and how to do more of that. Think also about the opposites and how to do less of those. You’re probably familiar with the SWOT analysis. What are your strengths? Do more of those. What are your weaknesses? Do fewer of those. What opportunities should you be taking advantage of? What are the immediate and future threats to your business? How can you best prepare to meet them and beat them? 5 What Is The Work I Need To Do Now ? You know what you’re building, why you’re building it, what needs to be measured and how you’re going to accomplish it. The final question is: what do I need to do to take the first steps? The plans you create here are the specific actions that must be implemented to achieve the objectives. Each must relate to what you’re measuring and how you are going to do it. They must be action-oriented, specific and have deadlines. The intent is to keep your focus on the important but not necessarily the urgent tasks. What projects will make a big difference in your business or life? What are the next three steps to make them happen? You’ve Just Created A Simple Marketing Plan Your first answer is your vision statement. Why you are building it is your mission statement. You’ve identified your objectives and strategies to make it happen. Now you have the plans to make your dreams a reality. Don’t allow yourself to get distracted or sidetracked. Use your plan to guide your decisions and keep you on track all year long. You now know where you are going, how to get there and the steps needed to take you there. So, climb out of your rabbit hole, quit asking Cheshire Cats for directions and follow your path to success in the new year. Don’t allow yourself to get distracted or sidetracked. Use your plan to guide your decisions and keep you on track all year long. | NOVEMBER 2017 | 23 INNOVATE