Rise to the challenge.
In business, as in life, all or most things are possible … within limits. The limits, boundaries and parameters are self- or human imposed.
Exciting prospects remain unrecognised and unfulfilled.
Sobering is the realisation that increased sales, enhanced market share, elevated competitiveness and more repeat and loyal business is possible… if only.
WHAT IT TAKES
Fundamental is the need to recognise and not prematurely apply value-judgements and tolerance levels. It is those that impact, influence and determine the quantum of advantages, benefits and rewards. Variances and variability are inevitable.
Thus, determination of right and wrong is arbitrary.
The message is: don’t hold back.
A strong focus on, and commitment to desired goals and outcomes put into perspective the question, HOW?
An unencumbered, free-flow of detailing, prioritising, costing and integrating means expedites the possibility, propositions, proposals and hypotheses which are devoid of reservations, apprehensions and risk-resilience should be documented, evaluated, refined, developed and possibly extended. Only then can and should value-judgements be applied.
YOUR CHOICE
Options seem boundless. Permutations and computations generate a host of alternatives. Significantly, the phrase if only is by nature value-free. It multiplies tempting alternatives to the traditional, the established and the ingrained.
Product/services ranges, supply-chains, communication channels, marketing content, systems, styles, structures and shared values are, and should be subjected to the challenging proposition:
If only.
DARE YOURSELF
Being bold, daring and different seems logical in a crowded, suppressed and contracting-if not static- economy and marketplace.
Recent success stories have, understandably prompted the statement:
If only… we had done this before.
Questionably applied constraints should be cast aside.
Bunnings, the high-profile Australian hardware chain is a case-in-point. It has recently significantly extended its product range… twice. Pet food, toys and care are now available in up to three aisles. The category hardware has been remodelled to home-based.
Unconditional love from pets is being returned and rewarded in spades with unconditional (non-discretionary) purchases and expressions of love and fun.
Some 1,000 stock items of cleaning products are now being added, including dishwashing tablets, laundry liquid and handwash. Four aisles will feature the brand names OMO, Dettol, Sukin and Sunbeam.
For Bunnings and others, the challenge is to venture into the unknown.
In the past such innovations were inconceivable – not unattainable. If only.
Compliance and conformity are constraining forces, characteristics of many public sector entities. They too would benefit from changes in attitudes, perspectives and risk tolerance. If only.
For ideas, concepts, innovations and technologies that do not ‘fit’, reverse engineering is an alternative. That is, the business model and template. If only.
Service stations, until the late 1980s were established on petrol pumps, driveway service, bulk oil, lubritoriums and greasy concrete floors that were particularly uninviting to female consumers and commuters. The typical ethnic owner, worked in the lubritorium, in soiled overalls and transacted the cash transactions.
Modernity is refreshingly clean, bright and inviting, with a strong emphasis on food-to-go and convenience.
NO PLACE TO HIDE
Every aspect of business, society, family and self could, and arguably should be subjected to:
If only.
Generative artificial intelligence provides an avenue for some businesses to increase their resonance with existing and prospective clients. Images can be finessed, ensuring greater impact and recall.
For those business owners who choose to or insist being the face, voice and presence of the business, its products, services and people, subtle “touch-ups” with generative AI are possible.
Aging voices, colloquial phrasing and sub-optimal articulation can (and possibly should) be recalibrated. The essential characteristics can be “intelligently” retained. We can all do with help, sometimes and in some ways.
FEARFUL INPUT
There is much to commend assertiveness, change, forthright counselling and embracing the realisation of possibility and probability.
A founding step forward could well be a simple, endearing and potentially enduring phrase:
If only.
Barry Urquhart
Business Strategist
Marketing Focus
M: 041 983 5555
E: Urquhart@marketingfocus.net.au