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Fear
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A lot of decisions fall short on what could be achieved because of fear. And that will get you stuck. Real-life examples I'm afraid that if I raise my prices 3X I will receive hard No's and will lose customers. An inflation adjustment should be fine. Ok... Maybe a 10%. (And then 10% by 10% the profit margins get thinner and the real struggle begins... until the end.) If I mark up 23% we should be fine. Don't want to scare them. Don't want to shock them. 70% up seems too much. If I give a specific number, they will see that we put a lot of effort and thinking to the price raise, so they won't question it. If the jump is too high right now, I'm afraid I'll lose business to my competitors. That's thinking small. In the search for playing it safe not to "lose" what you have, you risk way too much. You give away the potential. And that's one personal fear I face myself: to get stuck on thinking small. To be run by fear. |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
One way that makes the process of articulating what's different about you simpler (not less painful, though) is through your insight. April Dunford defines insight as "the thing we understand about the market that the others do not." It starts with what you see in the market that doesn't make sense, that makes you cringe, that pisses you off. And the way you approach it that's in another direction from what everybody else does. It's your understanding. That's what makes you different.
They're all a by-product. You don't look for them as the main focus, they are the result of what you do in service to your customers.
A common pattern that I see in people who are new in leading positions is they try to maximize the results. What's that even mean? That in order to get the best results, you have to seize the right time. At uni, it might work. In real-life... not so much. Because it's about waiting. Waiting for the right time. Time that might never come (as perfect as expected). In business, the right time is not too early, nor too late. The right time is when you make a decision. A decision that might be...