Not All Business is Good Business
December 30, 2011 3 Comments
I don’t remember where or when I first heard it, but that phrase has stuck with me like white on rice: Not all business is good business.
Some projects that seem to promise high revenue may (in reality) equal low profit – or a loss. Some work is, if you step back and be objective (closing your ears to the siren song of the dollars), outside your sweet spot, or beyond your current capacity. And some clients aren’t worth the trouble – they create for more chaos than benefit. Been there?
Your company and that piece of business – it’s not always a match. Do you have the courage to say “not all business is good business” – and act on it?
During a recent Brand Therapy session, this truth came home in a big way. While one of the main outputs of Brand Therapy with Steve session is clarity on your Offering, your Message, your go-to-market Analogy, and your company Story, what we’re doing in the process is identifying your professional DNA. Inevitably, what that means is that, in the privacy of the therapy session, we open up the questions that usually cannot be asked publicly – questions about future direction, client successes and failures, aspirations, culture, staff makeup, revenue flow – those things that sometimes require an outside voice and perspective.
In this session, it quickly became clear that there was a certain type of target company – those of a particular size and corporate culture – that were a great fit for this provider’s services (and business approach). But there was this constant pressure to chase all kinds of potential clients, even when there was a grating sense that this business might not be worth the invested effort. You know that pressure, right?
It takes courage to say, “This is who we are, and therefore THAT kind of client/business is a mis-match. Instead, we’re going to pursue THIS.”
Let’s face it – every consultant and company feels the pressure of generating revenue and cash flow, and we are often tempted to take on work that we know, in our gut, isn’t really the best. Over time, our identity and message can become muddled and obscured – instead of bending our efforts to pursue GOOD business with a very clear and compelling identity and message, we become…serial offenders of our own professional DNA.
Not all business is good business. So – who ARE you, and what is good business for you? Let me know if you need a day of Brand Therapy with an expert who knows the right questions to ask!
Hire Steve Woodruff if your identity and message need clarity (Brand Therapy)
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