As if things aren’t hard enough for entrepreneurs and small business folks, the challenges of digital presence and discoverability just keep mutating. I just started reading Mark Schaefer’s new book, “The Content Code” in which he describes this evolution of digital marketing so far.
I recently revisited my business plan (something I do about every 4 months…). My goal is to see (a) how/what I’m doing regarding how/what I THOUGHT I’d be doing, (b) note any changes, and (c) update the plan accordingly. This combined backward- and forward-cast of consideration reminded me of a post I made awhile back about the parallels of enterprise performance review processes and horse races. While that post focused on the willingness to engage in developing and enriching team members that are forced into a strictly hierarchical and ‘winner-takes-most’ structure, it made me consider the dynamism of the processes, products and services that entrepreneurs work with. We work in the middle of a whirlwind every day.
There are a lot of ways for business owners to formulate, define and drive to their business goals. A mentor I had while I worked at Microsoft had three goals he printed on a 3 x 5 note card and taped that to his monitor. He told me that if what he was doing didn’t directly impact any of those three things, he would not do it (where he was in the pecking order allowed him that kind of choice…). He was relentless and laser-focused on those goals every day. They were something of a mantra for him.
What you can find on Facebook is all over the map! As a channel for conversation, community, communication and entertainment, it has really grown and branched out. For a lot of small business owners that I talk to, it is both an opportunity and a jungle. They are aware that the chances to grow their audience, deepen their engagement and conversation with their customers and fans, and build a trusted presence online are available. But somewhere, deep down, they’re just a little unsure of it all. When they go to their profile pages and scroll down their timelines, they see So Much that is not business. Cute videos, political barking, blatant advertising (including ads for things that they, IN NO WAY, want to have anything to do with…) and just A Lot Of Stuff. How can they trust their message to all that?
“Innovation” has become a flat buzz-word in business. I think we may have finally beat it into unremitting grayness, which is unfortunate. If ever we have been in need of creative and unusual solutions to problems, it is this moment in which we find ourselves. Even the concept of “disruptive innovation” has become something of a totem that has lost meaning.
There was an item on the local news the other night that I found fascinating. A number of students at the university campus were holding a rally advocating for a Diversity Center as a gathering place that would acknowledge the diversity of the campus and provide a place and programs that would focus on that aspect of their identity. Given the cash-strapped condition of higher education, my immediate thought was “re-inaugurate the Student Union as the Student Diversity Center and you’re done!”