Each session will have roughly the same format: before the session I will give you some preparatory background work to do (which will usually take around 1-2 hours). During the session we will reflect on what your discoveries, look at a tool which can help us understand what we have discovered more deeply and start take it to the next stage where you can apply the learning to your business when you return. As we all work together you’ll discover new insights, not just from applying the tool, but from the discoveries that other link-minded people have made. Finally we’ll discuss the preparation for the next session.
Privacy and Confidentiality during sessions
All sessions are held under the “Chatham House Rule” which is defined as:
When a meeting, or part thereof, is held under the Chatham House Rule, participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed.
In practice this means you are free to speak as an individual, and to express views that may not be those of your organization. The aim is to encourage free discussion and exchange of ideas during each session.
The Session Manual and Workbook
In the first session, you will receive a manual or workbook which has material for each of the four sessions. This includes worksheets, summaries of content and details of where to take the ideas further. Digital copies of the worksheets will be available on a password protected section of this website.
The Online Videos
During each session we will cover a new business tool and start the process of implementation for our own business. Of course, there is a lot of information in the sessions, so as well as a summary in the manual, you will receive access to a password-protected area of this website which will allow you to review videos about the tools and download electronic copies of the worksheets.
The Session Content
Session 1: Managing Risk in uncertain times
The world is changing fast. How do you predict, prepare, respond and do more than just survive? Donald Trump. Elections. Artificial Intelligence. Interest rate rises. Customer bankruptcy. Social Media. Energy cost & outages. The China affect. Disruption. GFC. That’s just for starters… and 2020 will bring many more.
The first session sets the foundations where you will determine your risks, rate each and decide which ones you can control and mitigate. Collaborating with fellow participants will help you design strategies to overcome issues which you can control while staying cognisant of and mitigate external factors you can’t.
Jim Collins, in his book “Good to Great” identifies the importance of having a rock solid BHAG to energise and lead your team into the future. In this first session you will begin the process of creating your BHAG.
Session 2: Structuring your company for future growth
Are you frustrated and fed up with constantly fighting fires? Having to make every decision because your people won’t take responsibility? Having the right people in the right roles is the key to growth and culture. But that only happens when you have well defined accountabilities whereby every person knows exactly what they’re responsible for and accountable for with clear “desert island”.
Using the GWC filter you’ll know if people are playing to their strengths and if not, what role would best suit and how that impacts the company culture (avoiding dangerous company politics). Each person knowing exactly what they’re accountable for releases you from the minutiae, reducing your stress and giving you time to work on your business.
We’ll examine three strategies for hiring new people and discover which has proven to create companies with the greatest longevity. You know when a culture is really effective, promoting growth and when a culture is toxic so we may have time to review a quick way to discover what your culture of choice is.
Session 3: Identifying gaps in your market
Do you know what your customer think your USP is? Do you have more than one? Do your customers know all the services you provide? Is your USP the same or different from your competitors?
Avoid being the client who failed to sell $500,000 of product to a current customer who went elsewhere simply because they didn’t know they sold it. Understanding what problem your customer has when the approach you is the key to delivering the right service or product from your range of offerings.
The Value Gap Analysis allows you to capture and compare all these variables on a single page. It demonstrates how you are different from the competition and where your customers think you are the same. It help you understand your adjacent markets, new markets and whether you should broaden or narrow your customer focus.
Session 4: Sales and marketing optimisation
Getting the right message in front of the right people at the right time is a challenge. Fail to understand how human psychology impacts the sales process and profitability will take a massive hit.
From applying the Value Gap Analysis you have already identified areas that you could improve. The question is how to do it quickly and efficiently?
Today’s session is all about getting the six key attributes of an effective marketing/sales process onto one page so you can identify the weakness in your current approach and concentrate on fixing the key problems first. We use the Sales & Marketing Web tool to achieve this and cover off the impacts of the Market, Media, Message, Traffic, Economics and Conversion rates under the over-arching umbrella of psychology and profitability.