 |
Further
Reading ...
|
|
Why Do You Want PR? - Robert A Kelly
To get someone’s name in the newspaper or a product mention on a radio talk show? If that’s all you expect, fine. But that response tells me that, as a business, non-profit or association manager, you may have overlooked an important reality:...
Business Opportunities Online - Pavel Lenshin
To get the most from informational era you should have deal with digital products. Information stored on the data medium is the major representative of that kind of products. Let me specify some of the beneficial features information possesses as an...
3 Tests to Hire the Best - Michael Mercer Ph D
Question: What’s the easiest, cheapest and quickest way to have profitable, productive, and honest employees? Answer: Hire profitable, productive, honest people! Unfortunately, managers often hire underachievers or losers. Fortunately,...
FOCUS on Your Business Program. Power of FOCUS. - Raymond Johnsen
If you are anything like me, you probably find yourself often thinking of new projects to start, new things to achieve. I did that in my beginning on Internet. That in itself is very beneficial and indeed a required ingredient for success. The...
|
|
|
Fire the CEO
|
 |
Written By:
John Jantsch
|
|
|
If you are the boss and you think your job is to run the business, you are dead wrong. Your job, the most important job in any business, is to market the business.
Peter Drucker, way back in 1956, said, "Since the purpose of a business is to find and keep a customer, then the only two things that matter are marketing and innovation...everything else is a cost."
I love it when I get a business card from a small business owner and the title on the card says something like President or CEO. Think about it, how much time do you really spend each day doing the strategic work that name implies. Fat chance.
You can't really be the President because you're too busy making it, fixing it, and shipping it...as my friend Michael Gerber loves to say.
So why not make a bold move for the good of your company and just go ahead and fire the President or CEO of your outfit.
That's right, starting tomorrow morning fire yourself as the so-called President and rehire yourself as the Director of Marketing, because that's what will make your business come to life. That's what your firm desperately needs.
From this day forward you should think of yourself as the CMO or Chief Marketing Officer of your business. (And get some business cards with that title too.)
So how do you do - continued below ...
|
|
|
continued ...
that? You must become a marketing evangelist for your firm. You must preach to your customers, your suppliers, your bankers, and (perhaps most importantly) your employees.
And the gospel is this.
• Here's who makes a great client (Your Target Market)
• Here's what you do that makes a difference in their life (Your Unique Positioning)
• and...Here's how they can help you get to where you are going (Referrals and Strategic Partnerships)
Create a short statement for each of the above, plaster it on the walls, and teach it word-for-word to everyone who works for you.
That's it...that's your new job description. The difference this point of view can make for your business is staggering.
Now, just make sure you do a proper exit interview for the CEO in you so you don't get in any hot water with the folks down in HR.
Copyright 2004 John Jantsch
John Jantsch is a marketing consultant and creator of http://www.DuctTapeMarketing.com, a small business marketing system. You can reach him at John@DuctTapeMarketing.com or by visiting http://www.JohnJantsch.com
|
|
|
|
 |
|
|
| _Additional Resources ... |
|
How I Squeeze 26 Hours Out Of Every Day! - Willie Crawford
If you're like me, good time management skills and tools are an absolute necessity. We often have so many "alligators snapping out our heels" that we don't know where to start. Here's my "extreme time management system." Adopt it as your own and...
The Secret to Reducing Distractions and Getting Things Done - David Brewster
Have you ever worked hard all day only to look back with wonder at how little you achieved? Or set up a fool-proof new system only to find no one – not even yourself - sticks to it? Or had a great idea that never saw the light of day? There is a...
How to Reorganise Your Time to Accommodate a Home-Based Business - Allan McKenzie
Almost everyone needs or wants more money coming in, and with this desire most would like to start some sort of extra income-producing project. The trouble is, not many of these people seem able to fit “a second job” into their time schedules. It’s...
|
|
|
|
|
|
|
|
|
|
