De-Fragmenting Your Business
September 21, 2012 11 Comments
As I talk in-depth to small business people (including consultants), I am seeing a pattern over and over again. I think it may actually be endemic for most businesses. Fragmentation.
(apologies, in advance, for the Ugly Graphic™!)
What do I mean? Well, over time, offerings become more diverse or less focused (sometimes in response to a rapidly-evolving marketplace), and messages get muddled. Soon, customers are really not sure what we do anymore – instead of being the default “go-to” for some very specific service or product, we’re…a supplier of something, broadly speaking.
In fact, this fragmentation subtly leads us into the habit of broadly speaking, instead of having a precise message. And, like a hard drive with too much scattered data, our messaging becomes inefficient. Hence, the need for regular de-fragmentation.
I see this in larger settings as well, such as pharmaceutical training departments. Courses, programs, workshops – they get added over time to address specific needs, and where once there may have been a strategically-designed curriculum, now there is fragmentation – particularly in a fast-evolving setting.
In fact, this is common among individuals – people who reach a point in their career where they’ve done a bunch of things, but are no longer clear on what their true core competencies and their ideal direction really are. Personal/professional fragmentation.
Have you experienced this? What have you done to de-frag your business and get back to a clear focus?
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