Roy's Blog: Strategy
June 17, 2013
Who Are Your Hunters?
Looking for a new job? Career?
My question to you is “How proactively do you go after people who can effectively promote you to others?
I’m talking about friends, colleagues, network connections and Recruiters.
What you want from these groups is a number of folks that will HUNT for you. Not leisurely pass your resume around. Not passively mention your name to others.
What you DO want are Hunters that will actively seek out positions that are made for you. Who will scout the landscape and discover opportunities for you. That will go out of their way to generate some “sizzle” on your behalf.
How many Hunters do you know?
If none, cultivate a handful of them (that’s all you need).
Point them in the right direction. Get your thinking straight about the Position you want and the Companies you are targeting.
Feed the right information to them and send them out to Hunt for you. And reward them for what they are able to accomplish for you.
A Hunter is rare.
Nurture them.
Cheers,
Roy
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June 15, 2013
Roy’s Rant!
“What’s our competitors doing?”
“Who is Best in Class and what are they doing to be successful ?”
Who cares!!
Why do you want to COPY someone else?
Do you think copying will make you special? Attract customers who will spread your word to others?
IT WON’T!
Copying = the enemy of being special and remarkable.
It will make you a solid member of the Faceless Herd. Just like everyone else.
Common. Invisible. Boring. Predictable.
Dead (sooner or later).
Aim at your Fans. Do stuff for them. Be special for them.
Do what others are NOT doing. Go in the opposite direction.
Let others chase YOU.
Cheers,
Roy
June 10, 2013
Tip for Entrepreneurs
There is a plethora of good business ideas out there being produced by many smart people.
The challenge, however, is how to make YOUR idea a successful one. The one that people salivate over. The one that captures their imagination. The one that takes their breath away.
My BE DiFFERENT or be dead Principle is simple and is the basis of creating a successful entrepreneur:
“Create Value that is Relevant (something people CARE about) and Unique (something that ONLY you do)”
Value? What you DO for people; not what you produce, supply or push to the market.The benefits you give to people. The emotion you elicit. The memories you create. The experiences you cause to happen. Value has little to do with technology and the whiz-bang things it can do. If technology doesn’t evoke emotion or satisfy a craving, it’s worth nothing. Value is NOT flogging your product or service to the masses. If you want to intrude on and interrupt people, choose this strategy. But you won’t last long.
Relevance? Talk to the critical few things that are important to your target customer. Things they care about. Things that evoke an emotional response. Speak to them directly and intimately.
Avoid the temptation to push your Agenda on the crowd. This is a lazy marketing tactic with no positive return on investment. Sure, your message might illicit a positive response from a few people, but the more likely outcome is that most of the crowd will be annoyed that you injected yourself into their space, or will ignore you. Speak to what people desire not what you want to flog.
Uniqueness? Be the ONLY one that does what you do. The ultimate manifestation of being unique is the ability to create my ONLY Statement:
“We are the ONLY ones that…”
You don’t want to be best, #1 or excellent. These are a aspirations at best and give your audience no specific reason why they should do business with you as opposed to anyone else.The Herd speaks in grandiose vague terms. Don’t go there.
Here’s an ONLY example that I like:
“Insulinpumps.ca is the ONLY company offering a full range of insulin pump therapy products, education, support and diabetes Business Development.
We ONLY serve Pharmacy.
We are Powered by Pumpers.”—Melany Hellstern, CEO, insulinpumps.ca, Oakville, Ontario, Canada
Don’t fall victim to the Grim Reaper and risk failing like many in The Entrepreneurial Herd.
Break-away. Stand-out. BE DiFFERENT.
Cheers,
Roy
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June 1, 2013
Roy’s Rant!
Organizations are fast to pronounce themselves as “existing for the customer” yet their actions betray them and make them hypocrites.
They treat their Call Center as a “cost to be controlled” and locate it in some place on the globe that never heard of Kimberley BC.
They insult is with a recording “Your call is important to us.“‘after we have been waiting for our call to be answered for 30 minutes.
They intrude in our space by spamming us to flog one of their products or services. They don’t really care about us; it’s all about them.
They don’t have people answering our calls. We are greeted by an Integrated Voice Response System (sounds impressive eh?) and are subjected to a decision tree that directs us to the “right” answering point. And even then they deny us a person to talk to.
They will do ANYTHING to avoid talking to a human being!
And yet they are surprised when they appear on a “Dead or Dying List”.
Cheers,
Roy
