This is undoubtedly one of the most brilliant brand campaigns ever launched and the hugely successful tag-line is as powerful today as it was when Nike introduced it almost 30 years ago (in 1988). It was a massive shift away from the company’s top of the pyramid style advertising strategy that had been previously adopted. The focus on elite athletes as inspiration had shifted to inspiring the everyday person with other everyday people, just doing it. Getting out there and moving their bodies without all the excuses. It was perfect and I could spend hours talking about the power of successful branding… but that’s for another article. What I really want to discuss here is the value this sentence brings to all businesses.
During my 20+ years in business, I’ve discovered it’s actually the key to your success.
You can be the smartest guy in the room, the best funded or the most charismatic… but it means jack if your business fails to deliver. Too many business leaders miss this. The business looks great, invests in professional sales tools, a marketing plan and receives plenty of enquiries. But they forget about the basics of delivering what's required for the business they've chosen to be in. They pat themselves on the back and start the process again. They forget delivery.
Now the chase is important. You need a well considered, consistent brand, a strong marketing approach and professional presentation. But you also need clear sales and operational processes to make sure the business delivers on its promises and absolutely delights its customers. Attracting the customer simply isn't enough. You need to romance them a little.
I’ve been noticing recently just how many businesses fail to deliver and then complain about the market, competitor pricing, a lack of resources…or whatever else they consider to be the reason for their poor performance. Yet the answer is often far simpler... poor business performance is almost always linked to poor business performance. You just haven’t shown up. You haven’t cared enough about the customer and been too focused on yourself.
Here’s a few examples of what I'm talking about…
Once you’ve found a potential customer, make sure your systems work to secure them and then work to keep them for life… or if your business is geared toward the one-off purchase, focus on referrals. It's really that simple. Start with the delivery basics and build from there. When you’ve nailed the basics, start adding extras that will seriously impress. And watch your business grow.
Seriously. Just do it.
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