If you are the boss and you think your job is to run the business, you are dead wrong. Your job, the most important job in any business, is to market the business.
Peter Drucker, way back in 1956, said, "Since the purpose of a business is to find and keep a customer, then the only two things that matter are marketing and innovation...everything else is a cost."
I love it when I get a business card from a small business owner and the title on the card says something like President or CEO. Think about it, how much time do you really spend each day doing the strategic work that name implies. Fat chance.
You can't really be the President because you're too busy making it, fixing it, and shipping it...as my friend Michael Gerber loves to say.
So why not make a bold move for the good of your company and just go ahead and fire the President or CEO of your outfit.
That's right, starting tomorrow morning fire yourself as the so-called President and rehire yourself as the Director of Marketing, because that's what will make your business come to life. That's what your firm desperately needs.
From this day forward you should think of yourself as the CMO or Chief Marketing Officer of your business. (And get some business cards with that title too.)
So how do you do that? You must become a marketing evangelist for your firm. You must preach to your customers, your suppliers, your bankers, and (perhaps most importantly) your employees.
And the gospel is this.
? Here's who makes a great client (Your Target Market)
? Here's what you do that makes a difference in their life (Your Unique Positioning)
? and...Here's how they can help you get to where you are going (Referrals and Strategic Partnerships)
Create a short statement for each of the above, plaster it on the walls, and teach it word-for-word to everyone who works for you.
That's it...that's your new job description. The difference this point of view can make for your business is staggering.
Now, just make sure you do a proper exit interview for the CEO in you so you don't get in any hot water with the folks down in HR.
Copyright 2004 John Jantsch
About The Author
John Jantsch is a marketing consultant and creator of http://www.ducttapemarketing.com, a small business marketing system. You can reach him at http://www.ducttapemarketing.com or by visiting http://www.ducttapemarketing.com
same day cleaning service Bannockburn ..1. Everyone Makes A Difference ? Despite not letting him... Read More
You are probably hard at work promoting your business (and... Read More
How far away is the person you need to meet?We... Read More
As the owner or an employee of a small-to medium-sized... Read More
No matter what kind of small business you have, you... Read More
Everyone wants to succeed in life. Most people want to... Read More
Q: I will be retiring this year at age 60... Read More
Expanding your business requires you to take a good hard... Read More
Time. As a small business owner, it's the commodity you... Read More
In today's economic climate, the first priority for the small... Read More
When pressure washing heavy equipment each piece of equipment has... Read More
When is the Chamber ideal for your business?Joining a Chamber... Read More
IntroductionIt is widely recognised that Email and the Internet is... Read More
It's obvious when a small business has accepted the fact... Read More
There is a Batting Cages Business for those people who... Read More
As you reflect on this year and prepare for next... Read More
Do you have a Business Plan? Congratulations, but you are... Read More
Bookkeeping?the "dreaded" word is something we all have to worry... Read More
Many new ventures are preoccupied with all the money they... Read More
In my 18 years of consulting I have heard it... Read More
Each day we hear of companies entering the franchising industry.... Read More
Outsourcing is the strategic use of outside resources to perform... Read More
$elling $elling $ellingWhat makes a great sales person? Well, the... Read More
Many mobile car wash operators would like to add de-ionized... Read More
Running a business, whether large, small or in your home,... Read More
housekeepers near Deerfield ..More sales and more profit. Isn't that what you want... Read More
If you are worried about how many different business cards... Read More
Under the Securities Act of 1933, any offer to sell... Read More
Some of the very qualities that attract people to the... Read More
When does your ego get in the way?Let's go back... Read More
North County San Diego has had some significant growth, and... Read More
You may find this Newsletter a little long winded but... Read More
The temporary staffing industry continues to expand, with yearly double-digit... Read More
For really tough boat hull cleaning you will need to... Read More
Looking for a place to add a Quick Lube away... Read More
We're birds of a feather, public relations and small business.... Read More
At one point or another, almost every business runs short... Read More
As a franchisor I am always asked by new and... Read More
Many government department heads are on the take. Oh they'll... Read More
I ran a franchise company for many years, a car... Read More
If you're like the rest of us, you've spent a... Read More
How do window cleaning franchise businesses start? It is a... Read More
1. TargetYou are not all things to all people. Decide... Read More
I love work, I can watch it all day.I am... Read More
Many people ask how many graphs or charts they should... Read More
At first glance, this topic may seem a little repetitive,... Read More
$elling $elling $ellingWhat makes a great sales person? Well, the... Read More
Most folks in the pressure washing business are happier to... Read More
To get approval for your small business loan application, you... Read More
Treat your business as a serious, full-time business and be... Read More
Small Business |