Month: October 2016

“Goal Setting to the Now”

Goal Setting to the Now_Business Rewritten

As many firms begin the sometimes arduous process of end of the year planning, the inevitable question arises as to “What are our goals for 2017?” – cue crickets chirping amid the silence as everyone’s eyes dart around the conference room. I find myself in the same position looking towards the new year and pondering how to grow my client base while maintaining a personalized level of service.

goal-setting-for-the-now_The ONE Thing by Gary Keller with Jay PapasanI draw once again from the book The One Thing by Gary Keller with Jay Papasan, that introduced me to this domino-effect of goal setting which the author coins as “Goal Setting to the Now.” The premise is basically to help you think big picture then break this down into smaller tasks in order to achieve your goal. This concept is not groundbreaking when it comes to business plans, but the word NOW adds priority and purpose to the process.

“Purpose has the power to shape our lives only in direct proportion to the power of the priority we connect to it. Purpose without priority is powerless.”

Once the volume of employees’ discussions overtakes the crickets chirping in the conference room, several ideas for the firm’s goals in 2017 will emerge and be placed on sticky notes on the conference room wall. The challenge firm owners and managers face is to determine which of these goals takes priority – the ONE thing – each department/team can achieve in 2017. Once the priority (notice how it’s singular and NOT plural) has been identified, then each group can engage in the “Goal Setting to the Now” process to identify the steps needed along the way to accomplish this one goal.

How will your firm line up its dominoes to identify the one thing they can do right now that will help achieve the priority goal for 2017?

Written by: Julie Wanzer, LEED AP

Image extracted from the book The One Thing by Gary Keller with Jay Papasan

Manage the Details

Manage the Details_Business Rewritten

Paying attention to the smallest of details may seem obvious to some, but all too often overlooked by many. Take the time to manage the details in your marketing or hire someone who can.

Manage the Details_Business RewrittenT. Harv Eker is attributed with the quote, “How you do anything is how you do everything.” This saying has been re-quoted several times over and can be applied to various occurrences in life, but in marketing, this can speak to the importance of being detail-oriented. Another way to say this, is to employ the age-old adage “The devil is in the details,” which can be used to emphasize the small yet crucial components of a larger task.

Marketing, in and of itself, is a huge task and can cover everything from proposals to website maintenance to social media to public relations to conference management. Yet, how a firm takes on the smallest of marketing tactics, can be viewed as a reflection of their overall marketing strategy and company values.

Although marketing and project deadlines can be overwhelming, I encourage my clients to hone in on the smallest of details when preparing a marketing product that will be sent out to a potential client. For example, when preparing a proposal for a building project, be sure to take the time to thoroughly proof-read the document, make sure the graphics are of high-resolution and relate to the accompanying text.

Due to the increased level of competition for design and construction projects and the vast amount of proposals submitted for any-one job, owners and proposal review teams are looking for any reason to throw your proposal to the bottom of the pile. A spelling/grammar error, obvious cut and paste oversight referencing the wrong project name or a missing photo, are all reflections of your firm and how you manage your marketing efforts. In the owner’s mind, if you cannot manage the details of a proposal team, how you will manage the details of their multi million-dollar project team?

Paying attention to the smallest of details may seem obvious to some, but all too often overlooked by many. Take the time to manage the details in your marketing or hire someone who can.

Written by: Julie Wanzer, LEED AP