There is a big world out there and many entrepreneurs that I meet start their thinking of nothing but their local market. In Canada, it can be a stretch to get business people to look at the US. For American entrepreneurs, it can be a struggle for them to consider Europe or Asia.
We often need to look at familiar things in new ways in order to create a paradigm shift in our thinking. In the photo above, the two people fishing are in water up to their knees. The photo was taken from a sailboat that draws six feet (two meters). The shift is knowing that there is a channel dredged out of the shallows that made it safe for our sailboat to pass.
In Write for the Customer I wrote about making sure that you have your audience in mind when writing and communicating. Today, I want to write about a different audience — the employees in your business.
To employees, senior management appears as if they are on top of a mountain. Isolated. Separated from the rest of the company. Making occasional pronouncements from on high.
When we look at a beautiful flower, we can appreciate how nature has made everything in the flower perfect for us to enjoy. From the texture of the pedals to the depth of the color. When writing for customers and prospects, we need to appear authentic and natural to them in all of our communications. This starts with our thinking about our customers and continues with our writing.
I last wrote in Red, Orange, or Green that top performing organizations find one or two critical numbers that drive all organizational results. Rather than tracking tens or hundreds of numbers, there are always a handful of critical ones that all the others depend on. Focusing on those few critical numbers creates rhythm and momentum. I want to give some concrete examples of how this works for me.