Seth Godin once said that we often make our menus longer as opposed to creating one dish that people will drive across the country for. A long menu might look like:
- A website that lists the 5 industries that you “focus” on.
- A brochure that says a lot of things but nothing stands out.
- The inability to say (with confidence) what your secret sauce is. (“Our people,” “our quality,” or “our service” does not count.)
A one-dish strategy might look like:
- A website that starts with a screening question: “If you are a ______________ that wants to (increase, decrease, grow, improve, avoid) ________________ better than ______________, then you’ve found the right company.”
- A brochure that only lists your special dish: “We promise that we will help you (increase, decrease, grow, improve, avoid) ______________. Here’s how.”
Answering these questions in a way that matters to your customers is not easy. But it’s worth the time. Who can help? Your leadership team can create the first drafts, but it’s your customers who can help the most. Go talk to them.
Do you have a Big Strategy?
Our three-minute Big Strategy Assessment is designed to get you thinking. To get your team talking. To begin to answer the question “How do we create better growth?” Take it here and get the conversation going.