Tag Archive: planning

Trying Not To Get Above Your Business

Trying Not To Get Above Your Business

Young men after they get through their business training, or apprenticeship, instead of pursuing their avocation and rising in their business, will often lie about doing nothing. They say; “I have learned my business, but I am not going to be a hireling; what is the object of learning my trade or profession, unless I establish myself?'”

“Have you capital to start with?”

“No, but I am going to have it.”

“How are you going to get it?”

“I will tell you confidentially; I have a wealthy old aunt, and she will die pretty soon; but if she does not, I expect to find some rich old man who will lend me a few thousands to give me a start. If I only get the money to start with I will do well.”

There is no greater mistake than when a young man believes he will succeed with borrowed money. Why? Because every man’s experience coincides with that of Mr. Astor, who said, “it was more difficult for him to accumulate his first thousand dollars, than all the succeeding millions that made up his colossal fortune.” Money is good for nothing unless you know the value of it by experience. Give a boy twenty thousand dollars and put him in business, and the chances are that he will lose every dollar of it before he is a year older. Like buying a ticket in the lottery; and drawing a prize, it is “easy come, easy go.”

He does not know the value of it; nothing is worth anything, unless it costs effort. Without self-denial and economy; patience and perseverance, and commencing with capital which you have not earned, you are not sure to succeed in accumulating. Young men, instead of “waiting for dead men’s shoes,” should be up and doing, for there is no class of persons who are so unaccommodating in regard to dying as these rich old people, and it is fortunate for the expectant heirs that it is so.

Nine out of ten of the rich men of our country to-day, started out in life as poor boys, with determined wills, industry, perseverance, economy and good habits. They went on gradually, made their own money and saved it; and this is the best way to acquire a fortune. Stephen Girard started life as a poor cabin boy, and died worth nine million dollars. A.T.

Stewart was a poor Irish boy; and he paid taxes on a million and a half dollars of income, per year. John Jacob Astor was a poor farmer boy, and died worth twenty millions. Cornelius Vanderbilt began life rowing a boat from Staten Island to New York; he presented our government with a steamship worth a million of dollars, and died worth fifty million.
“There is no royal road to learning,” says the proverb, and I may say it is equally true, “there is no royal road to wealth.” But I think there is a royal road to both. The road to learning is a royal one; the road that enables the student to expand his intellect and add every day to his stock of knowledge, until, in the pleasant process of intellectual growth, he is able to solve the most profound problems, to count the stars, to analyze every atom of the globe, and to measure the firmament this is a regal highway, and it is the only road worth traveling.

So in regard to wealth. Go on in confidence, study the rules, and above all things, study human nature; for “the proper study of mankind is man,” and you will find that while expanding the intellect and the muscles, your enlarged experience will enable you every day to accumulate more and more principal, which will increase itself by interest and otherwise, until you arrive at a state of independence. You will find, as a general thing, that the poor boys get rich and the rich boys get poor. For instance, a rich man at his decease, leaves a large estate to his family. His eldest sons, who have helped him earn his
fortune, know by experience the value of money; and they take their inheritance and add to it. The separate portions of the young children are placed at interest, and the little fellows are patted on the head, and told a dozen times a day, “you are rich; you will never have to work, you can always have whatever you wish, for you were born with a golden spoon in your mouth.”

The young heir soon finds out what that means; he has the finest dresses and playthings; he is crammed with sugar candies and almost “killed with kindness,” and he passes from school to school, petted and flattered. He becomes arrogant and self-conceited, abuses his teachers, and carries everything with a high hand. He knows nothing of the real value of money, having never earned any; but he knows all about the “golden spoon” business.
At college, he invites his poor fellow-students to his room, where he “wines and dines” them. He is cajoled and caressed, and called a glorious good follow, because he is so lavish of his money. He gives his game suppers, drives his fast horses, invites his chums to fetes and parties, determined to
have lots of “good times.” He spends the night in frolics and debauchery, and leads off his companions with the familiar song, “we won’t go home till morning.” He gets them to join him in pulling down signs, taking gates from their hinges and throwing them into back yards and horse-ponds. If the police arrest them, he knocks them down, is taken to the lockup, and joyfully foots the bills.

“Ah! my boys,” he cries, “what is the use of being rich, if you can’t enjoy yourself?”

He might more truly say, “if you can’t make a fool of yourself;” but he is “fast,” hates slow things, and doesn’t “see it.” Young men loaded down with other people’s money are almost sure to lose all they inherit, and they acquire all sorts of bad habits which, in the majority of cases, ruin them in health, purse and character. In this country, one generation follows another, and the poor of to-day are rich in the next generation, or the third. Their experience leads them on, and they become rich, and they leave vast riches to their young children. These children, having been reared in luxury, are inexperienced and get poor; and after long experience another generation comes on and gathers up riches again in turn. And thus “history repeats itself,” and happy is he who by listening to the experience of others avoids the rocks and shoals on which so many have been wrecked.

“In England, the business makes the man.” If a man in that country is a mechanic or working-man, he is not recognized as a gentleman. On the occasion of my first appearance before Queen Victoria, the Duke of Wellington asked me what sphere in life General Tom Thumb’s parents were in.

“His father is a carpenter,” I replied.

“Oh! I had heard he was a gentleman,” was the response of His Grace.

In this Republican country, the man makes the business. No matter whether he is a blacksmith, a shoemaker, a farmer, banker or lawyer, so long as his business is legitimate, he may be a gentleman. So any “legitimate” business is a double blessing it helps the man engaged in it, and also helps others. The Farmer supports his own family, but he also benefits the merchant or mechanic who needs the products of his farm. The tailor not only makes a living by his trade, but he also benefits the farmer, the clergyman and others who cannot make their own clothing. But all these classes often may be gentlemen.

The great ambition should be to excel all others engaged in the same occupation.

The college-student who was about graduating, said to an old lawyer:

“I have not yet decided which profession I will follow. Is your profession full?”

“The basement is much crowded, but there is plenty of room up-stairs,” was the witty and truthful reply.

No profession, trade, or calling, is overcrowded in the upper story. Wherever you find the most honest and intelligent merchant or banker, or the best lawyer, the best doctor, the best clergyman, the best shoemaker, carpenter, or anything else, that man is most sought for, and has always enough to do. As a nation, Americans are too superficial– they are striving to get rich quickly, and do not generally do their business as substantially and thoroughly as they should, but whoever excels all others in his own line, if his habits are good and his integrity undoubted, cannot fail to secure abundant patronage, and the wealth that naturally follows. Let your motto then always be “Excelsior,” for by living up to it there is no such word as fail.

 

Establish A Crisis Management Program

Establish A Crisis Management Program
The Internet may have opened worlds for businesses and consumers, but it has also created a public relations nightmare for businesses. Forums, opinion Web sites, blogs, and anything that is publishable can smear a company’s name in moments.

Remember, “Yours Is a Very Bad Hotel” presentation that described one customer’s bad experience with a hotel chain? Hotels are run by humans. Humans make mistakes. It’s how you handle the mistakes that can make the difference in customer service. Since the hotel’s employees didn’t try to help the customer overcome a bad situation, the customer lashed back and bloggers blogged it.

If the hotel is on top of its game, it would unleash its crisis management (also known as reputation management) team to salvage its reputation while it can. It’s possible for a company to overcome bad PR and come out ahead as in the case of PG&E (California’s Pacific Gas and Electric company).

Another strategy is to use Internet monitoring to monitor online articles regarding a company’s activities to prepare for negative publicity. Some go further and monitor chat rooms, newsgroups, and online discussion forums.

It’s like the story of the town gossip who spread false stories about its people. One day, he felt terrible and went to the chaplain [Rabbi, pastor, priest, or other &mdash take your pick] to ask for forgiveness. The chaplain said,”I will forgive you, but you must do something first.”

“Take a feather pillow, cut it open, and scatter the feathers to the winds.” The man thought this was a strange request, but it was a simple enough task, and he did it gladly. When he returned to tell the chaplain that he had done it, the chaplain said, “Now, go and gather the feathers. Because you can no more make amends for the damage your words have done than you can recollect the feathers.”

The same can happen to a company without a crisis management plan in place. It’s possible to survive the crisis and thrive as PG&E did. Don’t expect Worldcom to pull out of its Enron-like mess. Fraud is not excusable. And Martha Stewart? She has hired a public relations strategist firm in an effort to do damage control. It’ll be worth watching to see what happens in her case and how the PR firm attempts to save her reputation. Did you know there is a recall on one of her products? Adds fuel to the fire, doesn’t it?

The Secrets Of Strategy – Part 2 Of 2

The Secrets Of Strategy – Part 2 Of 2

The Secrets Of StrategyThe Secrets Of Strategy – Part 2 Of 2. Of course you’ve heard that when you do what you’ve always done, you’ll likely get what you’ve always got. In this case that means playing the tactical game: coming up with acceptable–or worse–comfortable options and executing them as time permits. Likely, what you’ll get is business as usual, and things will be… well, they’ll be fine.

But “fine” may not be what you’re after, and you are probably reading a series called “How to Create Strategies That Work” so you can do better — perhaps much better…

And if you are willing to take some time and do your homework: the research, inquiry, analysis, synthesis, and the activation of strategy — you can add dramatically more power to each one of your individual tactics, and potentially revolutionize your entire business.The Secrets Of Strategy – Part 2 Of 2.

In the beginning of this series I showed you how to start the process of selecting a market-dominating business and marketing strategy.

The Secrets Of Strategy – Part 2 Of 2: The first four steps are:

– Set your vision

– Gather environmental and competitive intelligence

– Take stock of your organization’s strengths and weaknesses

– Answer the Global Strategy Question

I covered those in The Secrets of Strategy, Part 1. In this article I’m going to cover the next four steps:

– Establish decisive objectives

– Rate and rank your “SWOTs”

– Match your internal and external factors to identify strategic alternatives

– Select the highest-impact strategies for implementation

Establish Decisive Objectives

Strategy is contextual. This means you should not make any kind of strategic decision–choosing strategy A over Strategy B, for instance — without first setting a context with Decisive Objectives.

The word decisive is from the Latin decidere, which means to cut off. Decisive objectives are the goals that cut off irrelevant business opportunities and distracting details. They define the boundaries of your company’s efforts and direction, and establish the measures by which you will gauge your success. The Secrets Of Strategy – Part 2 Of 2.

This step is to select company-defining goals, the attainment of which will mean your vision has started to become a reality. These objectives or goals should relate to the following:

In what markets will you do business?

What market share will you have? Will you be a marginal player with a small percentage, a big player with a significant portion of the market, or will you dominate your market and crush all competition?

Where will you operate geographically? This question ties back to the issue of market share; you might dominate the market locally but be a small player nationally.

How much revenue and profit will you earn? Larger revenue goals will have different strategic needs. 

What impact will your business have on your industry, your community, your world?

How will you exit your business? Will you run the business and eventually pass it on to family members? Will you sell it privately? Will you go public?

These are examples of the kinds of goals which shape your company. The decisive objectives create the context for the strategy alternatives you generate.

Rate and rank your “SWOTs”

Previously, you analyzed your external environment and internal strengths and weaknesses. Now rate and rank the most important factors.

Evaluate each external factor: is it an opportunity to be taken advantage of, a threat to be defended against, or is simply something neutral you can safely ignore? Do the same for your internal factors: are they strengths to capitalize upon, weaknesses which much be bolstered or outsourced, or neutral conditions?

Using your Decisive Objectives as a guide, select amongst the potential opportunities, threats, strengths and weaknesses, those factors you consider critical to the success of your business. (Ignore the neutral factors.)

Group the critical factors into internal and external. Rate each internal factor from .01 to .99 based on its perceived importance to your business. The total should add up to 1.0. Do the same for the external factors. The Secrets Of Strategy – Part 2 Of 2.

Select the top five to ten internal factors and external factors for matching.

Match your internal and external factors to identify strategic alternatives

Matching combines each internal factor with an external factor, generating a potentially relevant strategy. A software manufacturer might match an internal strength such as flexibility with an external opportunity of a new law in a related industry, yielding a strategic alternative to reconfigure the software and provide solutions to the new legal requirements. The Secrets Of Strategy – Part 2 Of 2.

Or, a duck farmer might match his internal strength of breeding expertise with an external opportunity demanding low-fat, high-protein foods to yield a strategy selling low- fat duck.

Strengths are matched with opportunities to create SO strategies. These are generally your strongest, highest leverage options. Strengths match with threats to create ST strategies. These use your natural assets to minimize external threats to existing revenue streams and your current competitive position. But since the best defense is often a strong offense, you may find yourself reverting to an SO strategy — typically a better alternative.

WO strategies use external opportunities to reduce the impact of internal weaknesses. Of course, you may simply choose to put your resources into areas of strength and outsource weak factors. The Secrets Of Strategy – Part 2 Of 2.

WT strategies are the weakest of all: defensive approaches designed to minimize internal weaknesses or external threats. Sometimes necessary to protect weakening revenue streams, there are often other, more powerful approaches that take better advantage of company strengths. The Secrets Of Strategy – Part 2 Of 2.

This process is often called SWOT, named for the four types of internal and external factors. I prefer to call it SOT, since the most powerful options will not pay much attention to weaknesses. In our business philosophy you will gain more ground more quickly by amplifying and exploiting your strengths and outsourcing — or ignoring — the areas in which you are weak.

Select specific strategies for implementation

At this point many people choose to intuitively select which strategies to pursue. Others may prefer to bring rigor to the ranking process. This final step combines your various subjective analyses into a defined framework, giving each strategy a strategic impact score.

Compare your new strategic alternatives to your list of critical factors to find those factors affected by each strategy. For each match, rank the attractiveness of the strategy relative to the factor from 1-4 (1-not attractive, 2-somewhat attractive, 3-reasonably attractive, 4-highly attractive) and multiply it by the factor’s rating (.01 – .99). Sum all the scores for that strategy into a total “strategic impact score.” The Secrets Of Strategy – Part 2 Of 2.

Lastly, select your go-forward strategies based on the highest strategic impact scores.

This is a demanding process with many steps, but it is well worth the effort. The strategies you create will take greatest of advantage of your strengths and opportunities, while protecting your company most effectively against threats and weaknesses. They will provide your company with leverage to make the most of your assets, your competitive position and your markets, all while insuring your strategies are consistent with your company’s vision and goals.

Important notice for strategy-minded entrepreneurs:

Strategy creation is a long road to hoe, and goes much more smoothly when you know what questions to ask and in what sequence. To make it easier for you and your senior team, I’ve created the Growth Strategy Roadmap.

This program of flowcharts, questions, checklists, and detailed processes takes you through the entire progression of evaluating your external and internal environments, and provides all the steps and forms necessary to generate matched options, and rate, rank and select a high-leverage, high-growth strategy. The Secrets Of Strategy – Part 2 Of 2.

(c) Copyright Paul Lemberg. All rights reserved

The Secrets Of Strategy – Part 1 Of 2

The Secrets Of Strategy – Part 1 Of 2

The Secrets Of StrategyThe Secrets Of Strategy – Part 1 Of 2. A step-by-step guide to creating a growth strategy based on your current situation and future possibilities.

I’ll bet you think you already have a strategy.

And well you may, but strategy as a concept is just like love: much used and little understood. Many businesses (and that includes small entrepreneurs, large corporations, non-profits, community organizations, governments, NGOs…the works) neither know what strategy really is, nor how to get one. The Secrets Of Strategy – Part 1 Of 2

And even if you do, in fact, have a strategy — is it the right one? The best one? This is so important — marketing guru Jay Abraham says — and I agree — a superior strategy badly executed will beat a bad strategy well executed, any day.

It’s easy to say, “This is big company stuff. We know what we need — why should we do all the extra work.” While a “strategy-less” group of marketing tactics may work well and produce good results, is it taking your business in the best direction? You may be making money, but are you making the most money possible? Could another suite of tactics implementing a superior strategy produce far better results? 

Which brings me to the point of this two-part article: how to formulate strategy. In the next 1500 words, I’m going to present the first half of a basic system for identifying high-impact strategies in your business. (Just the first half? Yes. While I strive to make this as simple as possible, it still takes a bit of explaining, and editors and readers alike detest long articles!) So Part 2 will finish the outline, and in future articles, I will discuss each system component in finer detail. 

Let’s begin with a working definition of strategy.

Strategy is the guiding principle on which are based a series of interlinked decisions regarding the selection and deployment of resources and tactics, whose purpose is realizing a vision and achieving decisive objectives in a competitive and changing environment. The Secrets Of Strategy – Part 1 Of 2

This definition tells us a few things:

* The purpose of all strategic decisions is achieving your vision and “decisive” or critical-to-purpose objectives.

* Strategy is about selecting specific resources and tactics to get the desired result.

* Strategy is not static; it is decisions in a series, and evolves continuously over time.

* Strategy is broad and all-encompassing. With that in mind, here are the 8 steps in formulating strategy:

1. Set your vision

2. Gather environmental and competitive intelligence

3. Take stock of your organization’s strengths and weaknesses

4. Select your “grand strategy”

5. Establish decisive objectives

6. Rate and rank your “SWOTs”

7. Match your internal and external factors to identify strategic alternatives

8. Select specific strategies for implementation

Of course, there is one last step: turning your strategy into tactics and game plans, and execute. We won’t get into that in this article.

Step 1. Establish your vision.

People complicate the idea of vision. A vision is simply a story describing how you want things to be in the future. Some people can tell these stories easily — they know exactly where they want to be and what it will “look” like. The Secrets Of Strategy – Part 1 Of 2

Others need help. The best approach is to answer a series of questions regarding what your organization does, who are it’s clients or beneficiaries, what its impact is, how big it is, where it is, how it operates, when all these things will occur, and so on. As a result of answering these questions, your vision will emerge.

Of course, you may already have a vision. If so, now is the time to insure that it is relevant and powerful.

The test of a good vision is if it inspires; not only you and your management team, but all of your stakeholders: your partners, employees, clients, investors, vendors, lenders, your community, your government-and perhaps the public at large. A great vision inspires, and it also provides direction. Every action you take should further your vision. If it doesn’t, don’t do it. The Secrets Of Strategy – Part 1 Of 2

Step 2. Gather environmental and competitive intelligence.

To develop the best strategies you must understand the world outside your organization. Quantify and qualify, not just absolutes, but trends. And importantly-identify changes in the status quo. Key areas for focus include competitors, technology, market size and trends, your clients’ industry health, macroeconomic trends, availability of key resources (people and materials) government regulations and other political considerations, and changes in demographics and psychographics — like customer taste.

Devise relevant measures for each of these key external areas. For instance, examine your competitors for revenue, profit and market share growth (or decline), product and service changes, shifts in marketing and sales strategy, changes in geographic distribution, strategic alliances, and major customer announcements. The Secrets Of Strategy – Part 1 Of 2

Macroeconomic factors include the obvious such as interest and employment rates and trends, production and consumption statistics, along with finer grained-industry issues such as new home buying-which impacts a wide variety of businesses, or defense spending-which impacts a completely different set of sectors.

Step 3. Take stock of your organization’s strengths and weaknesses.

Now it is time to shine the light on your organization. Examine each functional area looking for strengths and weaknesses. Identify strengths that will help the company realize its vision, and weaknesses that will impede its goals. The Secrets Of Strategy – Part 1 Of 2

The following is a starter list of focus areas:

* Ability to get new prospects (Marketing)

* Ability to get new clients (Sales)

* Products and services, both existing and those in R&D

* Finance or Money, including cash flow, access to capital, revenues, profits, ROI

* Leadership, including values and vision alignment, decisive objectives

* People, including skills inventory, staffing levels, employee loyalty, compensation

Other areas to examine include:

* Client satisfaction

* Client services

* Logistics

* Competitive positioning

* Unique Client Proposition

* Management team

* Administration

Step 4. Select your Grand Strategies.

This “grand strategy” approach is based upon industry/product revenue growth rates. It is specific to a business unit with one major industry and/or product focus. If your business is more complex, you may repeat the process for each focus sector. The Secrets Of Strategy – Part 1 Of 2

First, consider your industry and product sector growth rate. Is it growing or declining?

Second, consider your competitive strength within that sector. For this analysis Competitive Strength has two components, the size and trend of your market share, and your organization’s financial strength; specifically either cash flow from operations, or access to capital.

To simplify: strong market share + strong finances = strong competitive position. Either strong market share or strong finances = average competitive position. Neither strong market share nor strong finances = weak competitive position.

This defines a two-by-three matrix of strategic choices from which to select your grand strategy.

The exact choice you make will be dictated by the specifics of your situation: sector strength and competitive strength, along with your stated vision and purpose. Choose from the list which best describes your business:
Strong sector, strong competitive position

This means that you are in a growing market, hold a commanding market position, and have cash with which to maneuver. Your strategic choices include:

* Market strategy to increase demand and sales for existing products and services, in existing and new markets

* Marketing strategy to increase market penetration for existing products and services and capture greater share

* Enhance or extend existing products and services; add-ons, backends, strategic joint ventures

* Gain control over distribution – bring external sales inside. Take sales from distributors

* Gain control over suppliers Acquisition, merger, or joint-ventures with competitors

* Develop strategic partnerships to increase distribution, or gain new products

* Develop related products and services for existing customer base – backend strategies

Strong sector, average competitive position

Here you are in a growing market, but have either a commanding position, but limited cash-or vice versa. The exact choice available to you depends on your situation. You can:

* Seek underserved niches: move into small, defined and profitable markets

* Marketing strategy to increase market penetration for existing products and services and capture greater share

* Enhance or extend existing products and services; add-ons, backends, strategic joint ventures

* Strategic partnerships – seek products/services for existing customers

* Exploit assets via joint ventures and host-beneficiary relationships

* Develop related products and services for existing customer base – backend strategies

* Increased marketing penetration via distributors and 3rd parties

* Get more money: raise capital via debt or equity

Strong sector, weak competitive position

You are in a strong sector, but have relatively small market share, and limited or no cash. Your choices include:

* Seek underserved niches: move into small, defined and profitable markets

* Marketing strategy to increase market penetration for existing products and services and capture greater share

* Strategic partnerships – seek products/services for existing customers

* Develop products and services for existing customer base – backend strategies

* Sell your client base to a competitor or cooperator; or reposition your existing products to appeal to new customer types

* Sell the product line and use cash to reposition remaining assets

* Sell the company

Weak sector, strong competitive position

In this case, you dominate a weak market and have cash to exploit your position. You should:

* Add related products and services for existing customer base – backend strategies

* Add un-related products and services for existing customer base – backend strategies

* Add new products and services for new customer base

* Create joint ventures in unrelated markets

Weak sector, average competitive position

You are in a mediocre position in a weak market. Depending on your exact circumstances, you can retreat, use what’s left of your cash to buy your way out with new products, or try to enroll a strong partner. Choices include:

1. Reduce costs however you can

2. Add related products and services for existing customer base – backend strategies

3. Add new products and services for new customer base

4. Seek to dominate the smallest definition of your market using low-cost / no-cost strategies

5. Create strategic partnerships and joint ventures

Weak sector, weak competitive position

Sorry to say, you are in a bad place. In a word — retreat! You can do this by:

1. Reduce costs however you can

2. Sell product line

3. Sell company

If you don’t want to liquidate, seek to expand your marketing using low-cost / no-cost marketing strategies – but this may be a losing proposition

Also, as above, attempt to create strategic partnerships and joint ventures, but it may be difficult to attract partners to a market with poor fundamentals. At this point you might say, “…sell the customers? Sell the company? No way. I’m holding on.” That just isn’t a strategic point of view. The Secrets Of Strategy – Part 1 Of 2

Strategy says you can make more money doing something else — so you best start thinking about it.

In general, these choices are listed from most attractive to least. Your organization’s best choices will be based on your particular circumstances.

By now you have formulated a vision, gathered analyzed your external environment and organization, identified relevant strengths, weaknesses, opportunities and threats, and begun to zero in on a grand strategy. That should keep you busy for a while.

In The Secrets of Strategy, Part II, we’ll complete the process.

Remember-you don’t need a strategy. But having one increases your chances of generating the greatest profits from your resources. After all, that is the whole point of strategy.

(c) Copyright Paul Lemberg. All rights reserved