How to Get the Attention Your Business Deserves

“Marketing is no longer about the stuff you make, but about the stories you tell.”

– Seth Godin, Marketer and Author

For many leaders, establishing a potentially profitable product or service is only the first step in maintaining a successful business. No matter how solid your service may be, if you are not able to reach a sufficient number of consumers, it is nearly impossible to survive. You must ask yourself, “Am I reaching a large enough audience,” and “How can I receive the awareness my business requires?” Much of the answer lies in basic marketing strategy, for which most businesses already have a plan in place. But another viable way to garner attention is to appeal to the larger media. Understanding what journalists and general media consumers want, may be the difference between anonymity and relevancy.

Much of the regular media focuses on the day to day trends in their given industry. If your business is relevant to the current culture, issues, or market, you may see greater opportunity for exposure in the broader media. And even if you feel your business is more niche, there may be similar space or platform that compliments what you do well. Either way, for all types of businesses, appealing to those with heavy influences on media, whether it be a journalist or other types, is important. But perhaps more important is connecting with everyone else, meaning those that consume said media.

How well can your business, company, or product engage the public? The media at large depends on interesting and accessible stories. Try to see if there is an aspect of your business strong enough to potentially penetrate the daily news cycle. This may be the hiring of new personnel, the release of a new product, or any exciting project in the works. Think of what currently matters most for you and your business and figure out how to best communicate that to the public.

It is important to be aware, however, that other companies may know these approaches as well. Because of this, be active in staying on top of your competition and understand how you can differentiate yourself in this regard. After all, in some way, your business is unique enough to be in the position it is currently in. The more you are able to communicate this fact, the greater and more widespread your public perception will become.

Kelly D. Scott
Chairman/CEO
The world’s leading business advisory and executive coaching organization

What’s Stopping You from Innovating?

“Unless you stay focused on innovation, you can be disintermediated.”

– Ruth Porat, CFO of Google parent company, Alphabet

If you think about it, almost every business starts with innovation. Your product, service, or organization was created with the intention to carve a new space in the market, cultivate a new idea, and/or provide something innovative in one way or another. As time passes, you may find yourself or your business to be at a point of stagnation. This is why it is important to always be aware of your area of expertise and potential areas for growth. Constant innovation within your business can be the difference between a failing and a successful company.

So, what’s stopping you from innovation? For one, it could be that change seems difficult or risky, at least on initial thought. But with real innovation, significant time is required to test and foster ideas. Having a dedicated research and development team could be a game-changer for your business. And even if you don’t quite have the resources for such a team, taking the time to discuss innovation with your employees can make a world of difference. A monthly or even weekly meeting like this can accelerate the forward thinking of your company and give you a creative edge over competitors.

The creative process, however, is not always as cut and dry as other areas of business. The key to creativity, especially in business innovation, is proactivity. It is important even in times of prosperity to always be aware of potential areas of improvement and growth. It can be easy to translate this as “always be searching for the next big thing,” but the truth is some of the most successful innovation comes in small quantities.

Innovating your business can be as simple as pivoting to more modern technology or stepping into markets you once thought were a bit out of reach. The world of commerce and consumerism is ever-changing, so challenging the status quo may lead to interesting revelations. Innovation promotes a diversity of new and inspiring people, practices, and ideas that could greatly benefit your business in the long run.

Kelly D. Scott
Chairman/CEO
The world’s leading business advisory and executive coaching organization

Are you the Best Leader You Can Be for Your Company?

“A leader is one who knows the way, goes the way, and shows the way.”

– John C. Maxwell

Even great leaders have room for improvement and understanding this may be the key to unlock your fullest potential as a leader for your company. Find people to provide you with many avenues to discover and tackle areas of improvement; it is important not to box yourself in and be open to advice from all kinds of people and places. Challenging yourself is necessary in achieving growth as a leader.

A great leader practices effective communication, makes solid decisions, and is a strong role model. Recognize within your company and within yourself if you display some or all of these qualities. And even if you feel you check all the boxes, is there room for improvement? Do you feel you can be even more effective as the primary guiding force for your company?

One great place to start is by listening and learning from other intelligent and successful leaders. In listening to leaders who challenge your way of thinking, you may be inspired or enlightened to a point where you see new opportunities for improvement within your company and yourself. But first, one must find a point of attack and discover how they can achieve this personal development.

Here at Vistage, we understand this concept by organizing and bringing in world class speakers to help optimize your business and spark personal growth. On top of this, we also offer executive coaching from accomplishing business leaders in order to provide more focused guidance. Tying all of this together, Vistage offers a strong community of like-minded business people who will work and experience the improvements necessary for stellar leadership.

It is important to ultimately remember that, as a leader, you are responsible in a way for those you lead. In many lights, your example is one of the driving forces for your company. So, continuing to evaluate and improve your craft of leadership can make a world of difference for yourself and those who follow you.

Kelly D. Scott
Chairman/CEO
The world’s leading business advisory and executive coaching organization

How to Foster the Culture You Want

“A company’s culture is the foundation for future innovation. An entrepreneur’s job is to build the foundation.”

– Brian Chesky, Co-founder and CEO of Airbnb

Though general business success is on the minds of most people, it is becoming more and more obvious that a winning internal company culture can be a key factor in the retention of employees and keeping positive morale. The culture of your company can have an effect on everything from how you treat your customer to how your employees interact with each other in the day to day. According to a study done by Bain & Company, 81% of people believe a company lacking a high-performance culture is doomed to mediocrity. Despite all this, many companies don’t make a concerted effort to establish or retool their company’s culture.

If you are an existing company, or even if you are a startup, you must be able to define and understand the sort of culture you desire. What are your values? What is your collective goal? What distinguishes you from other places? These are all questions you should be asking yourself in order to establish a foundation of a high-performing company culture.

Though this process can begin with one person, the goal of establishing and fostering a culture you want ultimately depends on a collective effort. Take note of other’s ideas when it comes to a positive work environment and address times when discrepancies become apparent. It is in moments like these when it is important to have clearly defined company values to refer too. If everyone is working on the same positive baseline, then problems can be more easily resolved when reminded of the solid foundation you have established.

Perhaps the most important part in fostering culture is to always be moving forward. It is important not to get held up when problems arise or dwell on issues of the past. In referring back to your initial values, and depending on quality employees, mistakes and rough spots can become positive experiences that ultimately improve your company culture.

Kelly D. Scott
Chairman/CEO
The world’s leading business advisory and executive coaching organization