Are Our Goals Still the RIGHT Goals?
Did I mention that I’m a recovering plan-a-holic? As such, I can’t get away (and don’t think I ever should) from constantly re-evaluating my goals for business and life. About once every month, at least, I take a good hard look at our core business and business goals here at HALO to see if they’re still on target. After all, we are a small business, and if we’re not doing something right, we can change it. We can see a need for change – and ADAPT.
So, that’s me today. I’m looking at the core of our business – and our short and long-term goals as we stare straight in the face of rapidly approaching and VERY full-scheduled fall season. Here are some of the questions I’m asking – maybe you could/should ask them of your business, too.
1. Am I actually targeting my message AT my target audience?
2. Do I know what my target audience needs most that I can provide?
3. Am I providing an experience and result for my target audience that overwhelmingly, clearly and simply fills their greatest need?
4. How can I communicate better, more clearly, more simply?
5. Am I pushing out information (bad), or am I building meaningful relationships (good)?
6. Am I stepping up to the plate when my customers need me? Am I responding quickly enough? Am I accessible enough? (This is a major priority for us.)
7. What elements of how I spend my time each day really add value to MY clients – and how much of it is wasted (on my own interests, curiosities, vanity or admirations of others or just useless information consumption or time wasting)?
8. Am I forging relationships with customers that I want?
9. Am I willing to turn down relationshps that aren’t a good fit?
10. (My most primary and often asked question of myself.) What do I want my business and life to look like in six months? Am I doing the RIGHT things to make that happen?
Here at Team HALO, our purpose for existing is to encourage and equip communities of all sorts to achieve their goals. We target one primary market: people who build communities. Who are they? They are managers and board members of downtown districts, Main Street organizations, and small business/merchant alliances. They are the passionate owners of small businesses and restaurants. They are commercial developers that revitalize old areas – or create entirely new “places.” They are pastors of churches. They lead the charge for causes using the structure of a non-profit organization. We want to meet, know and work with people who are on a mission, who hold within them a passion, who have an energy for what they do – and most importantly, who want to find others who will care so they may connect with them, engage them, share with them, convert them, retain them, and grow them. We are the Team that makes that happen, and as of October of this year, we will have been doing that for TEN years.
How we get to that same endgame looks a lot different than it did ten years ago. And it will for you, too. That’s why this whole goal-setting and goal-monitoring exercise is so important.
The problem with me is that sometimes I look over my shoulder or across the room at my colleagues – sometimes with a bit of jealousy and sometimes with a bit of pride. I want to be something that they are, or I want to speak at a conference where they speak, or I wonder why they “just don’t get that yet” or why anyone would do what they said when they are so off base. I find myself slipping into the very terrible trap of looking either up or down at others – and not looking FORWARD for the good of my customers. We all do that as business owners. Again, that’s why this exercise is so cathartic.
In a client meeting this week, I found myself repeating a phrase that I have been using for a LONG time. “Don’t copy your competitors – Go where your competition ISN’T.”
So, today, while I won’t bore you with the answers to all of my questions above, I can tell you that we’ll be forging ahead into territory where our competition ISN’T. We’re in this to be accessible – not snobby and elitist. We’re going to insist on solid, sharp strategy – not just the use of certain marketing tools. We’re going to lead the charge to help our clients adapt and embrace new technologies in way that is simple, understandable and produces a measurable return on investment. We’re going to constantly expand our service offerings and go deep into our target market. We are the coaches that will bring BIG WINS for your downtown, your small business, your non-profit.
What about you? How often do you evaluate your goals? Does it help you stay on track with your life and business?
Related Pages:
Comments are closed.