Wednesday, January 24, 2007
The myth that there is a Magic Pill and once taken, the need for marketing is "over" is a common one.
It is not however, the only Magic Pill myth, that seems to flourish in the minds of many small business owners. As with the Word of Mouth Myth, which goes that this is what you need and it happens somehow without all the other parts that make up a business working in concert with all the other parts.
The tragedy of these myths is that they allow people in business to hide and pretend that they are doing all that they need to do to ensure the health of their business. They do so, presumably, because there is a higher value for them in avoiding:
a What is hard
b What makes them uncomfortable
c They don't know how to do
...than the value to their business to run it like a business, and put What The Business Needs, ahead of what makes them personally feel good.
Never mind that the wellbeing of the business, will ultimately have a very big impact on what feels good in the long run, to the business owner and their family.
What intrigues me, is how often the people who work with small business owners, are complicit in allowing these myths to continue, and how reluctant to do something active to educate their clients, and help them to get a more fundamental understanding of the principles of a healthy business, in action.
For all those who work with small business owners, let me ask you this. How many other business specialist advisors have you recommended and personally taken steps to introduce to your clients who need help (whether they know it or not yet) in areas of their business that is not your core work? How many have you arranged to meet clients this week? This month? This past year?
The change we want to see, starts with us.