| Is Your Vision to Be The Biggest and Baddest on the | | | | he usually has a very rough picture of who and what |
| Planet | | | | he is or wants to be. We start looking for a really |
| I frequently get approached by people and companies | | | | powerful statement about the MEASURABLE |
| that want me to develop a business plan. The trouble | | | | RESULTS he delivers to customers and when he |
| is they try to tell me what the business plan should look | | | | finally finds it, he will always go back and change who |
| like. And more often than not, they just want a quick | | | | and what he is. He'll change his vision statement....every |
| and dirty paper plan. Typically, they want something | | | | time. |
| that says their vision is that they want to be The | | | | So, now I start by helping clients find what measurable |
| Biggest and Baddest XYZ on the Planet." | | | | benefits and results they deliver to a customer. Then |
| Here Is What Is Missing | | | | you have a better idea what or who you want to be. |
| The problem with that is they've missed a big part of | | | | My original vision was that I wanted to be a successful |
| the equation. They are focused on what they want to | | | | business coach. Now I "help people and companies |
| be and not on what the customer wants, nor what the | | | | worldwide double, triple, and multiply their businesses in |
| customer may think of them. It is important, VERY | | | | a matter of weeks. I help clients achieve "the |
| IMPORTANT, to understand the customer and to find | | | | impossible." At least what they've always THOUGHT |
| the alignment between what the customer wants and | | | | was impossible because they had never achieved it. I |
| what you as the business owner want. Finding that | | | | break down the barriers they placed between the |
| alignment will deliver "the biggest and baddest." Just | | | | ears and suddenly they achieve "the impossible." |
| having a picture of YOU isn't going to do that. | | | | Isn't that a more powerful vision? |
| I know, I know. I'm hearing the roar from the peanut | | | | Turn Your Customer's Measurable Results Into Your |
| gallery as I say this. I hear comments like, "Well, Alan, it | | | | Powerful Vision |
| is there. It's in the marketing plan." | | | | If you'd like to achieve that kind of vision, start with 30 |
| The point is that your vision, and what you are doing | | | | Seconds to Explosive Networking and Sales one of |
| right down to the core of your business should | | | | the other articles I wrote for It explains how to find the |
| START with the results and benefits that your | | | | MOST POWERFUL statement that you can use to |
| customer gets from working with you, and doing that | | | | define who you are. That article was originally written |
| will result in you being the biggest and baddest ZYZ on | | | | to find a powerful 30-second elevator speech, but it |
| the planet. It can't just be something buried in the | | | | has become the core for finding a powerful vision of |
| marketing plan, or sales plan. It has to be everything | | | | who you are as well. |
| about who you are and what you deliver. It is the core | | | | Once you find that powerful statement, then add that |
| of your vision, your values, and your business. If you | | | | to who or what you want to be through the use of |
| are to become "the biggest and baddest" it can't just | | | | that powerful statement and watch what happens to |
| exist in the marketing plan alone. | | | | your thoughts about you, your company, and even |
| Find the Measurable Results Your Customer Gets | | | | how the customer now looks at you. |
| Whenever I work through a business plan with a client | | | | Wow! It works every time. |