Archive for Planning

Jul
29

Is Your Model Still Right?

Posted by: Bruce Johnson | Comments (0)

I was talking with someone earlier this week and the conversation got started something like this. “I have this process I’ve been trying to get people to buy in to but I’m having trouble getting more people to buy it.” Sound familiar?

My first question to him was, “You’ve started this by defining a process/product. But, for a moment, let’s forget about that and go back to the beginning and ask, ‘What’s your objective for this process?’ In other words, what do you want to produce when people are finished going through their experience with you?”

After he told me his answer I said, “Well, if what you want to produce is [X], then it seems to me that you have the wrong model.” In other words, he did what most people do, he created a model of what he thought people needed–and then set out to try to convince those same people that what they needed was what he was offering (which, of course, is the wrong way to do this).

Moreover, the model that he was using, was counterproductive. Because of the way the process was designed, it made it virtually impossible for him to attract the very kinds of people he wanted to attract. So instead of being able to attract the very best possible pool of customers, the reality was he was left with less than his optimal target market.

But he’s not alone. I find this same kind of experience in business after business. We design what we think customers’ need vs. what they want (and passionately want). We try to push marketing out to them in order to convince them that they have a need they don’t know they have. And we create processes that make it difficult for our optimal customers to use us. In other words, his story is often our story.

So, when was the last time you took a good look at your business model? Is it the right model? Does it really produce the results you want? Does it really drive the kind of outcomes you desire? Is it scalable? Is it still the right model moving forward? Remember, the world is constantly changing. The model that worked last year or last decade, may not be the right model for today–and even more importantly–for tomorrow!

If you haven’t done this recently, may I encourage you to take some time this week and evaluate your business model. I don’t know what the end result of your review will be–but I do know that the conversation I mentioned above caused me to go back and look at my own model–and yes, you guessed right–I had to make some changes to my model. My guess is that most of us do. So, when will you sit down and ask yourself the questions in the paragraph above?

To your accelerated success!

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Jul
05

Need Some Inspiration?

Posted by: Bruce Johnson | Comments (0)

If you’re at all like me, chances are you have some favorite quotes that you return to over an over again to  pick you up and get your headed in the right direction.

I remember, shortly after my board coup several years ago, the movie “Rocky Balboa” came out and in the middle of the movie, Rocky made the following comment to his son,

“It ain’t about how hard you’re hit. It’s about how hard you can get hit and keep moving forward. How much you can take and keep moving forward–that’s how winning is done!”

I immediately put that quote up on my credenza and still look at it to this day. To me, that’s the power of a great quote. In just a few words, it can say so much.

In light of that, over the July 4th weekend, I decided to create my own favorite quote site. As a consultant and professional speaker, I’m regularly on the look out for great quotes. So, rather than horde them for myself, in the spirit of Tom Peters (when you go to the site, you’ll understand that comment), I’ve decided to make them available to everyone.

So, rather than bore you with more content, let me encourage you to go to the site and read some great inspirational business-oriented quotes. I think you’ll enjoy them! Oh, and the URL is pretty easy to remember

http://www.brucequotes.com

Note: I just created the site Saturday evening so some of the topics only have a few quotes, while others have quite a few. But over time, the approximately 400 quotes will grow. The site is still under 48 hours old. Just bookmark it and return to it whenever you either need some inspiration or you’re putting together a talk or training session and need the perfect quote to make the perfect point.

To your accelerated success!

http://www.brucequotes.com

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I just finished leading a management training session for one of my clients on, “Execution: The Art and Science of Transforming Intention into Reality.” And the one section that probably had the most discussion for us as a group was my first point on realizing why good strategies, tactics and projects often fail in their implementation.

In other words, before someone starts adding something to the mix to improve execution/implementation, they should first eliminate some of the things that are currently hindering successful implementation. As a typical INTJ, I had a list of 15 hindrances in my notes, but to encourage some more group interaction I decided to ask the leader/managers present to break into groups of three to four people and come up with their own lists of items or issues that hinder execution in their company.

Without betraying confidences, I’m going to combine some of their ideas with some of mine to help get your brain kick started. For example,

  • Too many “priorities“ (or conflicting priorities)
  • Lack of specificity on the details of who’s responsible for what
  • Not enough communication (or unclear communication)
  • Lack of trust
  • Interruptions
  • Poor prioritization of what matters
  • Departmental conflicts
  • Lack of accountability
  • Fear of accountability
  • Limited people/resources
  • Lack of personal responsibility/commitment
  • The complexity of a project (or its size)
  • Lack of executive attention
  • A tendency to over-analyze (analysis paralysis)
  • Lack of ownership
  • Lack of excitement about the project, etc.

Now, think about this. If some of these issues are present in your organization, what do you think the probability is that your people are going to execute well? Probably somewhere between zero and nil. It just isn’t going to happen.

Therefore, one of the first places to make changes, if you want to make sure that your team executes better, is to eliminate some of those hindrances. And what I’d recommend is to take this question to your team,

”What hinders us, as a team and company, from executing better and faster?“

Have them brainstorm, while someone writes their ideas on an easel pad (my guess is that ideas will come rather fast and furious–after all, they’ve been thinking about these for years :-). Then, once you have a list, discuss what are the top three hindrances that, if eliminated, would have the greatest impact on increasing our ability to execute.

Then I’d take that list and work, as a team, on creating a plan to eliminate your top three hindrances from your company/organization (i.e. don’t try to fix everything at once. Start with a few items and then expand as you eliminate the current “three”).

Remember, execution doesn’t have to be rocket science. But it does have to be done. So make the list, reduce the list, and then start eliminating the items on the list. Because it’s going to be difficult to create an environment/culture of execution when there are a number of hindrances competing to ensure that execution doesn’t happen.

To your accelerated success!

P.S. You did make that list, didn’t you?

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Whenever Steve Jobs speaks, it’s usually worth listening. Love him or hate him, he’s always worth listening to–especially because he masterminded one of the most amazing comebacks of all time. Thirteen years ago when he returned to Apple they were just 90 days away from going bankrupt. And then, just last week, they surpassed Microsoft on market cap making them the second most valuable company in the WORLD–not a bad come back.


Now, if you’ve been reading my blog for any length of time, you know I don’t write about technology, I write about what leads to growth. And my audience isn’t techies, it’s owners and CEO’s (or other execs at the top). So, as I listened to Steve’s responses to the questions of Walt Mossberg and Kara Swisher at the All Things Digital (D8) Conference, my ears were tuned into Jobs’ comments related to strategy and leadership, marketing and R&D. And the following would be, IMHO, the most important things he said on that front.

Note: Thanks to Macrumors and Engadget for tracking the conversation.

1. Never Underestimate the Power of Vision.

- On his return to Apple in the ’90s: “Apple was about 90 days from going bankrupt. It was much worse than I thought back then. I expected all the good people had left, but I found many of them still there, and I asked them, “Why are you still here?” They said it was because they believed in Apple.”

In other words, Steve and crew had done such a great job of establishing the culture and vision of Apple, that even when things were going bad under different leadership, great people stayed on. As I say over and over again, you can’t cast vision too much.

2. It’s Okay to Zig When Everyone Else Is Zagging

- On the Adobe Flash controversy: “Apple doesn’t have the resources others have, and we have to choose which horses to ride. We try to ride those that are on the way up. If you choose wisely, you save yourself an enormous amount of work.”

As proof of this strategy, Steve pointed to Apple’s moves over the years (ahead of almost everyone else) to moving to 3.5-inch floppies, to discontinuing floppy drives, to removing serial and parallel ports, to adopting USB, to the current removal of even an optical drive in the MacBook Air. In “typical Jobsian” fashion, Steve concluded by saying, “Sometimes people call us crazy.”

In other words, just because ”everyone“ has something or does something in a certain way, doesn’t mean you have to do it that way. All trailblazers at some point realize that have to break with what ”everyone“ is doing.

3. Be Clear on What Drives Your Company–And Stick With It

- On the future of Apple and “platform wars” with Microsoft, Google, Facebook, etc.: “I don’t see it. We never saw ourselves in a platform war with MSFT, and maybe that’s why we lost. We think about the competition, but we’re focused on building a better product.”

Steve is clear on what drives Apple–they’re a product-driven company. They’re not a services-driven company or a knowledge-driven company or a market-driven company etc. They are a product-driven company. When they lost sight of that in the late 80’s and 90’s, they got into trouble. Once they got clear on that again (under Jobs), everything began to change.

4. What You Think Has to Be in a Product/Service Doesn’t

- On tablets: “We did something similar to what we did with the iPhone. We started from scratch and threw out the existing paradigm of handwriting recognition.”

In other words, sometimes, you have to start by deconstructing what you believe to be true. In other words, you have to start from scratch, with a blank slate, and question every part or thing you want to put in to it.

5. Be Willing to Change Your Plans in Response to New Information

At one point, Steve acknowledged that the tablet project (what’s now the iPad) actually came before phone, but realized that phone was more important.

In other words, strategic plans need to be flexible. I’m shocked at how many leaders stick by a plan long after the market is telling them something different. I’m a strategy consultant, and I’m forever reminding leaders that the plan we created last year needs to change as we go through this year. Things change, and what seemed right in October last year, may not be what’s best in June of this year.

6. Stick to Your Values Even When It’s Not Politically In Your Favor

Regarding rejected political cartoon content, Jobs said, “We had a rule that said you can’t defame people. By definition, they defame people.”

Similar to Google’s, ”Do no evil,“ creed, great leaders stick to their values even when it’s not convenient. To me, that’s the real test of a value. For example, are you willing to fire your best producing employee because they’ve broken (and usually consistently broken) a core value? If not, then it’s either not a core value or you’re not doing your job as the leader.

7. Price Aggressively and Go For Volume

During his comments on newspapers, Jobs noted that iPad opens up a way to offer much more than print or static webpages. But he also noted that newspapers should charge less for the online content than their print content … “The biggest lesson Apple has learned is price it aggressively and go for volume.”

So, which of Steve’s lessons do you need to take to heart and apply in your business? Playing out of Jobs’ playbook isn’t a bad strategy to start with. It’s clearly worked for him :-)

To your accelerated success!

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A few months ago, after talking with a client, I decided to write a blog post on the differences between mission, vision, initiatives and goals–and it’s been one of the most read posts on my blog.

In light of that, I decided to practice what I preach (find out what people want … and give it to them). Therefore, today is the first of a number of video blog posts I’m going to put together for you that will go into more detail about each of these terms.

Today’s edition is focused on answering the most common Google query that’s linked to my site, “What’s the difference between mission and vision?” Most organizations I’ve interacted with have gotten this wrong, so pay attention. The difference is significant. Enjoy!

P.S. The link to the previous post can be found here >>

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In a video post on the Fast Company site, Alex Bogusky, co-chair of Crispin Porter + Bogusky, argues that the classic business mantra of learning from failure is just plain wrong. In his world (and at his company), he doesn’t debrief failure or lost accounts or why a campaign isn’t working (which I find hard to believe). Rather he wants to focus on successes not failure because he thinks that learning from failure creates a culture of fear.

Moreover, he states that when his company loses a bid or contract, he simple throws away any vestige of that client in their offices and moves on as if that client or bid never existed. In his world, they’ve never lost a bid because if they didn’t get the contract then it isn’t a client they would have wanted to work with.

Besides the fact that I find it hard to believe that his company actually works this way (like they’ve never fired someone for underperforming or they only evaluate based on successes), I find it just bad advice. The reality is that most businesses need to do more learning from failure–not less.

As a consultant, I spend my life walking into companies where problems exist (and they exist in every company, including Bogusky’s). And I have yet to find any company that is really great at evaluation and learning from failure. Most business leaders are so busy trying to stay on top of all their work, that they rarely ever take time to stop and learn from their failures/missed opportunities/mistakes etc. Therefore, they tend to keep making the same mistakes over and over again. As the saying goes (slightly altered),

“Those who don’t learn from history are doomed to repeat it.”

Now, if a leader or manager is a blamer (i.e. a bad leader or manager) then that is a problem–but not with the idea of learning from failure. Rather it’s a failure of the leader/manager to carry out their job well. Likewise, if they’re creating a culture of fear vs. trust, then that’s a leadership issue, not an evaluation problem.

Great leader/managers know that learning from the past, both positive and negative, is essential to improving and optimizing the future. They understand that if there’s a problem, it’s not a person who’s the problem, it’s the system. And the only way to fix the system is to debrief and make sure that they and their team have learned from what happened so that the same problem isn’t repeated. No learning = ongoing problem.

So don’t listen to Alex on this one. Increase your learning from failure (and success). Invest more time in evaluating what happened so that you can both eliminate/minimize any problems and optimize/leverage any successes. It’s not an either/or. It’s a both/and. And in most cases, there’s not enough learning going on. So I’d argue that you need to increase your learnings so you can increase your successes!

To your accelerated success!

P.S. If you want to know the five questions you should always ask when evaluating, click here>>

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Far too often, annual staff celebrations are left to the last minute or simply rehashes of the previous year’s shindig, when they should be something far more. Last evening’s Oscar awards show clearly points out three classy lessons for how to make your annual celebration something memorable.

1. Make it an Event – The Oscars Awards show isn’t just another awards show, it is THE event actors and actresses look forward to attending (as well as movie lovers everywhere from the comfort of their homes). Months of preparations go into the event. From set designs to scripts, from outfits to jewelry, from presenters to seating arrangements, and from the red carpet to the parties afterwards, the Oscars are an event.

Now, obviously, most small and medium-sized businesses can’t afford to put on an event like the Oscars, but you can create AN event that your people will look forward to every year. You can make it a formal affair so that everyone dresses their best. You can put together or hire some local talent for a small “production.” You can allocate enough of your budget to make your employees feel special. You can put together a team three to six months ahead of time to work on it so that they/you have time to make something remarkable happen.

Your annual celebration event doesn’t have to be a last minute affair that’s just thrown together. Make it an event–and your people will look forward to it–and they will feel far more valued!

2. Make Your Comments Heartfelt and Well-Prepared – One of the nice traditions from the past several years is towards the end of the evening when they’re getting ready to choose the best actor and actress recipients, they have one person who’s worked with the nominee get up and say something nice about them. Five nominees, five short “speeches.” Some of the people making these comments are clearly not very close to the nominee. Some of them try to say something funny. But the ones that are most memorable, like Michelle Pfeiffer’s comments last evening about Jeff Bridges, are heartfelt and well-prepared.

She didn’t try to be funny or glib or light. She spoke from her heart and spoke of how much she admired Jeff and his work–as well as his commitment to his family (believe it or not, he’s someone in Hollywood who has been married for 33 years). Jeff was moved to tears, And so were we. I’ve forgotten most of the funny comments (other than Tim Robbins’ comments about Morgan Freeman–which would only make sense if you heard them), but I haven’t forgotten her comments to Jeff–nor the level of emotion they evoked. I doubt Jeff will forget them either.

In other words, don’t just wing your comments about your employees. If you’re going to honor them, honor them. Take the time to say something that’ll move them, that let’s you know how much you appreciate them, and that will evoke an emotion in everyone hearing them. There are times for roasts and light humor. But when you want to honor someone and make them feel it, speak from your heart and let them feel it.

3. Get as Many People as Possible Involved – In far too many SMBs, too many leaders think, “If I want this to be something that my people appreciate, I need to just let them attend. I’ll take care of all the details.” But that’s wrong thinking. How many actors and actresses do you think think, “Boy, I hope they don’t ask me to be a presenter this year!” Buzz! They want to participate. Or how many actors or actresses think, “I hope they don’t send me a ballot or ask my opinion.” Etc.

When something is classy, people want to participate (it’s when it’s just thrown together that they don’t). Furthermore, as a leader, you should know, “What people help create, they own.”

Get as many of your people as possible involved in creating and delivering your annual celebration event. Make it special. Make it the highlight of the year. Make it something everyone looks forward to. And not only will your people want to play a part–they’ll also feel more valued and appreciated–and happier to be on your team–which sounds like a win-win to me!

To your accelerated success!

P.S. If you’ve ever been a part of a great annual celebration, write what happened (or what you did) in the comments section below. Share the wealth.

P.P.S. The three key questions are

1. What would make this year’s celebration an event that people will remember (and not just a rehash of last year)?
2. What can I (or others) say that will move our awards’ recipients emotionally?
3. How can we get as many people as possible involved in this event (starting at least three to six months out)?

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I was talking with one of my clients earlier today and we ran into a common problem that most organizations have when they engage in strategic planning–that is, confusion (or agreement) about what individual terms mean. For example, what’s the difference between a mission and a vision? Or what’s the difference between an opportunity and an initiative?  Or how is a goal different from a tactic? Different people have different definitions—which is why there’s so much confusion about what each terms means.

To help un-complicate the process of defining these terms, here are the definitions I use when working with clients (along with an example or two of each).

1.   Mission: This is what a company does. It should be short and easy to memorize. However, it shouldn’t be so generic that you can’t tell what business it’s in. Note: similar businesses may have very similar mission statements. Why? Because they essentially do the same things.

  • To promote and develop the growth of tennis (The United States Tennis Association)
  • To organize the world’s information and make it universally accessible and useful (Google)

2.    Vision: This is what a company wants to become. Vision is a seeing term. Therefore a vision statement should be future-oriented. It’s an image of what a company wants to create. It isn’t what a company is, it’s what it wants to become. While mission statements may be similar, vision statements should be very different. They should be motivating and inspiring. And they should drive decision-making.

  • Be the safest, most customer-focused and successful transportation company in the world (Norfolk Southern)
  • To be the preeminent publisher and provider of self-improvement resources that inspires and empowers individuals to lead the lives they most desire (Nightingale Publishers)

Note: For a video blog post on this subject of mission and vision click here >>

3.   Values – Values are the foundational beliefs about how you want your employees to act. They are the beliefs that create the culture of an organization. They don’t need to be exhaustive. Nor should the simply be the same from company to company. While integrity, trust, honesty, etc. are good core values, they don’t need to appear on your list unless you believe they must. In many cases, they’re givens. I recommend no more than five core values for a company. Once you get past five, very few people can remember them.

  • Excellence – To do the best we can, with the resources we have, in the amount of time we have to do the tasks we’re assigned.
  • Curiosity – To be insanely interested in knowing, yet never content with what we know. To be a life-long learner.

4.    Growth Initiatives – From a strategic standpoint, what are the three to five most important things you can do to grow your organization? Note: a growth initiative differs from what I refer to as a strategic initiative because a growth initiative is usually related to one or two business units or people—and it can often be completed before the end of the year.

  • To add five new joint venture partners by September 30th
  • To open an office in Shanghai by July 31st
  • To complete a merger or acquisition by December 31st
  • To create a strategic partnership with Apple by May 30th

5.    Strategic Initiatives – Strategic initiatives, if you want to keep your entire top team involved, should be initiatives that everyone can play a part in fulfilling. And they should be year-long initiatives. The main key thought of a strategic initiative is that it’s something everyone can contribute to, that will advance the organization. Also, strategic initiatives are usually designed to overcome constraints (whereas growth initiatives are often strength focused).

  • To double the number of leaders who have completed our Level Three Leadership program and are ready to take on new assignments.
  • To raise the level of execution excellence so that the number of errors rate falls to less than one per thousand.
  • To train everyone in every department in effective customer service skills so that every customer has a more positive experience regardless of whom they’re interacting with from our company.

6.    Goals – Goals are dreams with deadlines. They are quantifiable. You should clearly know if you hit them or not.

  • To generate $5.7M by 12/31
  • To raise our customer service rating to 4.75 by 9/30
  • To raise our profit margin from 30% to 35%by 12/31

7.    Tactics – Tactics are the individual activities an employee engages in to complete a goal/initiative/strategy/etc.

  • To hire a merger specialist by 3/31
  • To design a leadership development process by 6/30
  • To recruit three college marketing interns by 3/31
  • To renegotiate all vendor contracts by 6/30 to reduce our cost of goods sold by 40% (and saving us $1M)

Hopefully, those definitions and examples will help you get everyone on the same page as you work on (or refine) your strategic plan!

To your accelerated success!

P.S. For a clean pdf of the above definitions and examples, click here >>

P.P.S. If you’d like to go a little deeper on the difference between mission and vision, click on the videos below (which are from more current blog posts)

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If you didn’t read part one, scroll below (if you’re on the blog right now) or click on the following link>> (if you’re reading this by RSS).

Note: If you didn’t answer the question from the last post, “What are the major constraints that are hindering me (and my business/organization) from achieving my (our) potential?”, then make sure you do so before proceeding any further.

Okay, so you’ve now identified your major constraints (and as I said last time, they could be external or internal, mental or physical, systemic of situational). They could be a person or a process, a self-limiting belief or a financial limitation (for example).

The next thing you want to do is order them. You want to take each constraint and ask the question, “Where does this constraint come in the priority list of which constraint needs to be solved first?” In other words, you want to play each constraint off the others as you seek to find the major constraint that needs to be solved first.

I liken this to a playoff system (brackets) you see in sports. For simplicity’s sake we’ll call constraints “C”. So you play C1 vs. C2. Let’s say C2 needs to be solved before C1. Then you play off C3 vs. C4. Let’s say C3 needs to be solved before C4. Then you playoff C2 vs. C3 and let’s say C3 needs to be solved before C2 (which means it has to come before C1). You now know what has to happen first. In other words, once you work through this process, you’ll quickly know what the major constraint is for you (or you and your business) this year.

Using the four constraints listed above, it would be understandable to think that you need to solve the financial problem first. But that might not be true. It may be because you don’t have a systematic and methodical process in place to acquire new capital. However, it may be that the reason you don’t have a systematic and methodical process in place is because Sally is in charge of that area and she’s not very competent. She’s been at your company for ten years, she’s loved by every one, but she’s incompetent. You know you ought to let her go, but you haven’t pulled the trigger yet. Why?

Ah, it’s that self-limiting thought that keeps you from changing her out. It may be a belief that letting Sally go will demoralize your team. Or the belief that, “If I just give her some more time and training, she’ll succeed” (which could be true, but hasn’t been for the past five years). Or it could be the belief that, “She’s a single mom and she needs our help.” Or it could be the belief that, “Maybe in a year another position in our company will open up and I can move her over there.” Etc. We all have them. And those self-limiting beliefs do get in the way of making good business decisions.

The beauty of working through this process is that once you play this game, you’ll often find out that what you thought was the major constraint (in this case, “We don’t have enough access to capital”) may, in fact, not be the most important constraint to solve first.

So, before I give you the next step, why don’t we stop here for today. Take out your list of constraints and order them. Play them off against one another and see if you can reduce your constraints down to a handful of the most important constraints to solve first. And most importantly, make sure you identify what the first constraint is that you need to solve before any others!

To your accelerated success!

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Are you familiar with the Theory of Constraints (TOC)? If you’re not, the theory (an overall management philosophy) came into vogue post the publication of a book entitled, “The Goal,” by Eliyahu M. Goldratt.

In its most basic form the theory contends that any manageable system (like your business) is hindered from achieving its potential by a very few number of constraints–of which, one, is the major one. While the book focuses on the throughput of a manufacturing concern, the theory has been expanded into a general management philosophy–which can provide major dividends for you and your business.

Without going through the whole process, you can clearly benefit, at the start of this year, by focusing on its basic idea–which is, instead of looking for 50 or 100 constraints that are holding your business back, you want to look for a handful of major constraints–and then narrow those down to your major one.

The easiest visual picture I can off you is that of a pipe. If you have one section that is clogged so that only a dime’s worth of water can flow through it, it doesn’t matter what you do to improve the other area of the pipe. You can expand the diameter of the pipe in those other sections. You could even upgrade those sections from PVC to aluminum to steel to platinum to gold. And it won’t make a difference—until you fix that one point in the pipe that only let’s a dime’s worth of water through.

Likewise, in your business, you have some built in constraints. And until you fix them, you’ll always be hindered from achieving your goals. All other activities will be less effective, until you solve that major constraint.

Now, while I think it’s true that you win games by playing to your strengths (not your weaknesses), the best teams focus some of their attention on alleviating their weaknesses. For example, a football team that has a great passing game and a terrible running game would be foolish to focus their attention on running the ball. They’ll simply lose–and lose a lot. However, if they don’t pick up their running game, they’ll hinder their passing game’s potential.

In other words, too many people make success an either/or proposition. Either you focus on strengths or you focus on building your weaknesses. When, in fact, it should be a both/and. Run with your strengths and shore up your weaknesses.

However, that said, shoring up and focusing on weaknesses can be both demotivating and difficult for an organization and its people–which is why I like the Theory of Constraints. Because the theory doesn’t say focus on all of them, it says, “Focus on the major one.”

So, how do you do that? Well that’s for our next discussion. But for now, I’d recommend that you take out a piece of paper (or open a new document on your computer) and simply ask the question, “What are the major constraints that are hindering me (and my business/organization) from achieving my (our) potential?”

To your accelerated success!

Note: Your constraints could be external or internal, mental or physical, systemic or situational. For example, your constraint could be an individual. It could be a facility challenge. It could be a mental limitation. It could be a technology issue. It could be a reach issue. It could be a conversion issue. It could be a training issue. It could be a financial issue. Etc. Don’t worry about narrowing down yet. Just start thinking about your constraints.

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