How your business can escape from ‘The Everyday Box’
|It’s a worthwhile exercise to ask yourself if your life has turned out the way you expected it to – especially in your entrepreneurial life. If you ask yourself “How is my Business really doing?”, then how do you measure it? Turnover, Service, Employee number, growth, competition, money, your life-style? Nowadays we are expected to look at all of these as parts of the same equation. So, let’s start with an easier way to ask the question. Here are three choices, which one does your business most closely resemble?
Has your Business failed spectacularly?
Is your business a runaway success?
Is your business an ‘everyday’ business?
You probably answered the third choice, and you have a business in The Everyday Box. However, because you recognize that fact, there are very simple ways for you to change it.
The Everyday Box is what your business gets caught in when you are ploughing forward, simply paying the bills. If you answered either of the first two, you may be in a better position. To have flamed out as a business owner, you have striven to get too far, too fast. You have made some choices that weren’t right at that time, or with those customers and prospects, or your staff couldn’t follow through for you.
If your business has – eventually – taken off, you have probably done the same things as the failure mentioned above, and they have worked. Chances are you have been through failure before, and it has resulted in a success this time. Of course, the answers aren’t simply to do with timing, but it could be something equally as glaring, or a combination of other simpler components that, when put together, made the choice. However, the education that you had been through before, made you do something a little different, or at a different time, or with a different purchaser profile, and, when put together, worked.
If you are ‘in between’ these two states, you are in the Everyday Box – and you may not know it. You are making excuses based on outside influences: The economy, the weather, the entrenched competition. You qualify your decisions as doing what you need to do to pay the bills, keep the staff happy, and keep everything ‘ticking over’ until this current negative situation clears up, miraculously. Of course the chances are that it will be replaced by another negative situation. As your business lurches toward the failure you are scared is going to happen, you become immobile, and continue on as if this is ‘business as usual’. If it is, you are really in trouble. So, how do you get out of it?
The first step, as with any difficult decision is to recognize that you are in the Everyday Box, and what you need to do to get out of it. That is remarkably easy: Go back to the reason why you started this thing in the first place, and what you were going to do to make it a success. Take a critical look at your entire chain, from prospecting to returning customers, and figure out how they differed from what you thought they were going to be. How do you change either them, their habits, your goods and services, or your marketing. Look at your staff. Are they in it for the long haul? They have to be entrepreneurial, too. Are they? Tell them what you are going to do, what changes are going to come up, how long it’s going to take. Will they follow you? Chances are, they will. Trim the dead wood, move forward, set yourself a goal and hit it. In other words, change.
One of two things will happen…and you know what they are. On the way to that place though, your business will change. Everyone will be more energized: Employees, contractors, suppliers and prospects will see how energized everyone has become. Everyone will be focused on the new goal, and you will be enjoying life once again.
You will pick up renewed interest from old contacts, and some new ones, too. Your drive to make this thing a runaway success is not only infectious – it is required. The way to get out of the Everyday Box is exactly the way to move your business toward success: Your enthusiasm. If you fail, you will have learned more about how to make it work next time. Your gutsy moves will mean more investment money next time, because nothing breeds enthusiasm in others like your own enthusiasm.
No business should be ‘just good enough’, it should be an unqualified success…or it should die trying. In either case, you will have gotten out of the Everyday Box.