..the most successful companies are those that lead others
“where there is no vision, the people perish – Proverbs”
The statistics for growing a successful small business are alarming; less than 25% ever achieve success. Those that go against the statistic and actually achieve success are usually significant leaders. As Jack Welsh, the great CEO of GM once said, ‘before you’re a successful leader you must grow yourself, then once you become a successful leader, you have to grow others’. Almost all business owners who have achieved that know in their hearts, that success of a business is built around leadership.
Almost all of these business owners have grown to become leaders in their own industry group as well, either as part of a network with other businesses, supplier et al or independently. In short, there is enormous equity involved.
So then, what is the problem? Quite simply, unlocking the value and equity into the business. If we can successfully unlock the equity of the key person into the business, we can not only grow the business, but we can increase the equity in the business when it ever gets sold. In our experiences, such businesses command premiums both now and in the future, for their products and services.
We’ll plan for you to be a trusted thought leader in your industry.
Becoming a thought leader can be part of a wider marketing and business growth plan. It should have its own strategy, starting, as do many successful marketing strategies, with effective customer knowledge and targeting. Sharing your knowledge, expertise and opinions should be through channels defined by those regularly used by your customers and target audiences. Again, knowing who your customers are is vital to an successful, well connected thought leadership program.
We will help you to build a plan that places you as a thought leader in your industry, communicating your knowledge whilst generating business revenue and becoming a industry leader in your own right.
The benefit of a part time Marketing Director to a business owner looking to leverage their profile
Premium is the biggest benefit, as we have mentioned. Think of any company you care to imagine – large or small, who is at the top of their game, and within the mix will be a successful business owner or CEO who has some renown. We recently dealt with a very specialist IT company who were looking to just get to the next level; say moving from the club side into the professional league, but they just couldn’t get there. They had good systems, solid customer relationships, great financials, in short everything a good solid business should have. Yet it still wasn’t enough to get to the next level. Our solution, which in the end proved to be a winner, was to begin to position the owner and CEO as an industry thought leader.
Many of the companies who were suppliers into the business were significant players in the much larger space; as we began to position our business owner as an industry thought leader, these much larger companies began to invite him to speak at functions. They used his expertise to market their products, of which his company was a part of, and so the spiral up began to occur. Over a period of time, not too long but certainly not instantly, the business began to grow up to the next level.
There was a positive knock on effect to this as well and it was this. The business owner had been far too hands on in the business up to that point, but as he became positioned more as an industry thought leader, he was pulled up into a much more strategic role – the ideal place for a business owner or CEO to be.