FOCUS: Get That One Thing Right!

FOCUS: Get That One Thing Right!

One Thing

One Thing

You’ve got that ONE THING to do, and you’re convinced that getting that right will make all the pieces fall into place, right?

I’ve had more than one business owner approach me and ask for help with a Facebook Ad or a Google Ad. My first question is usually to find out what it is they’re trying to accomplish. The answer is usually a very specific, tactical objective: promote a coupon, sell a special item or service, get some LIKES, get sign-ups for an event….

My follow-up question is usually the same one: What are you trying to accomplish?
If that doesn’t make them annoyed with me, it soon does. I sometimes go through multiple iterations of that question before we draw back far enough to the business goal or goals this one thing is supposed to support. Then we can get into the reasoning around why this will (or will not…) actually support that goal.
Not that clarity of the Next Step is bad, but obsession with it may not be the most effective focus. You may have focused so tightly on this single action or problem that  it has actually become more difficult to see in context. Your habit may be that, given the problem of promoting your coupon, you need to drop a bundle on an ad. That could work to some degree, but if you temporarily suspend that impulse and redefine the problem, you can discover that there is a different, better way to achieve the objective.

Ed Catmull

Ed Catmull

Ed Catmull, author of Creativity, Inc., writes:

The real point is that you can learn to set aside preconceptions. It isn’t that you don’t have biases, more that there are ways of learning to ignore them while considering a problem.
 
It may be that what you’re doing has always worked before. OK….might it work better? There are plenty of alternatives, and many can reach new customers, drive new business. Others will fall flat…but you can learn a lot from those.

You need to look hard at how you jump to conclusions….question the premises you make that lead to the process or activity that has become your “Default” to a particular problem. You will find that there are a number of valuable paths to the success your business needs.

About the Author:

Jeff Hora is that rare individual with deep expertise in digital and social media marketing, technology, education, entrepreneurship and social psychology. This coupled with his passion for the success of the businesses he works with makes working with him an extremely valuable and unique experience. Since Social Sapiens’ founding, Jeff has quickly become a regularly requested speaker at area Chambers of Commerce, BE$T business strategy workshops, entrepreneur workshops, and more.