Learning from Failure

While there are many resources out there to tell the small business owner how to be successful as well as chronicles of success, we don't hear as much about failures in order to learn from them. (Unless of course they are huge in terms of impact and/or scandalous, such as Enron.) But what about the downward spiral of the off-the-radar businesses who make simple mistakes we can all avoid just by being aware of them? As I attempt to compile these, I was happy to find in my inbox today that someone has at least published a soundbyte about this called Five Dumb Mistakes. It is the Reach Group who has developed a "Free Agent Formula," and while I'm not a big fan of this type of thing usually, the article is worth reading at http://www.marketingprofs.com/small-business/index.asp?nlid=545&cd=dmo121&adref=NsbW398.

Although chasing rabbits (see previous post) didn't make the list, I can say that the first item--which I imagine happens when folks go into business just to escape the 9-to-5 by opening a franchise or buying into some MLM or affiliate marketing without loving what they do--is just as dangerous.

Inspiration

The Rabbit Hole

There's an article worth noting in Jacksonville's Business Journal by Ray Attiyah. His premise is that managers should not chase more than one "rabbit" at a time and he offers a very clear analysis based on experience of why organizations lose focus. I like that he draws to the surface a substantial list of contributing factors but wish he offered a clear-cut systematic plan to avoid chasing two rabbits—or even chasing one down its hole, only to disappear. So, here is the systematic plan that I'd like to offer to small business owners and executives who feel overwhelmed by frequent changes in direction and its compounding problems:

Step 1: Be willing to look squarely at the state of affairs. It takes a tremendous amount of courage to admit errors, bad decisions, barriers to success, market challenges, and customer complaints. If you can silence the ego long enough to examine the environment without blame or judgement, you can overcome any obstacles.

Step 2: Identify root causes (as hard as they may be to admit), again in a way that rises above finger-pointing and blame-laying. However, do not shy away from crucial conversations. Be honest with yourself and others.

Step 3: Make gradual steps toward improvement by eliminating root causes. Enlist support where you need it and focus on what contributing factors must be minimized to foment change.

Sometimes this all of this is easier with the help of an outside, objective observer and facilitator, particularly in organizations rife with political battles. Scary as it may seem, the rewards of these steps are well worth it for those who truly want to lead a successful company.

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Visit my site for upcoming events and additional resources: www.tracydiziere.com/learn

Free Small Biz Marketing Seminar in Phoenix: Sept. 19, 2008

Upcoming Seminar!

Title: Writing Stellar Copy: A DIY Marketing Seminar
Type: In-person
Date/Time: Friday, September 19, 2008 1:30-3:30 p.m.
Location: Burton Barr Library, Meeting Room A, 1221 N Central Avenue, Phoenix, AZ
Cost: Free
Description: This seminar is for anyone who wants to take a "do-it-yourself" approach to writing ads, brochures, or any written marketing materials to effectively speak to their prospects and customers.

Click here to register

Time for a New Term: URL Sprawl

URL SPRAWL(pron. "earl \ˈsprol\"): The tendency for small businesses to add pages and pages of content to their sites, for a number of reasons, including but not limited to cluelessness, "more is better" mentality, lack of strategic content planning and delivery, and lack of audience awareness. The problem with URL Sprawl is it is not only difficult to find information buried within the site but also that it can overwhelm busy online researchers in search of simple answers. I'll be exploring this concept and others--and of course helping you avoid them--in a new white paper, "Doing (Small) Business on the Web," available on my website in September. Stay tuned!

Free Small Biz Marketing Seminar in Phoenix: Sept. 19, 2008

Please join me!
Title: Writing Stellar Copy: A DIY Marketing Seminar
Type: In-person
Date/Time: Friday, September 19, 2008 1:30-3:30 p.m.
Location: Burton Barr Library, Meeting Room A, 1221 N Central Avenue, Phoenix, AZ
Cost: Free
Description: This seminar is for anyone who wants to take a "do-it-yourself" approach to writing ads, brochures, or any written marketing materials to effectively speak to their prospects and customers.

Click here to register

Market Research for the Masses!

I am in the process of testing (for free!) the Power Poll from Vizu. Check out the custom poll at right and submit your vote. I read about Vizu in a BusinessWeek article on how small businesses can implement market research techniques without the major investment typically required. Although we're not quite as powerful yet in commanding affordable data, this is the one suggested tool I found useful. Of course, SMBs still need to think strategically about designing questions, even for simple polls. I'll share testing notes in a future post or you can join me by getting an account of your own.