Short-sighted thinking has put many businesses into an ‘endangered species category.’ When you think about it, you realize it’s contributed to our overall global economic crisis.

The toll of short-sighted thinking on business and our economy is vast  — from large corporations, car companies, banking, real estate, news/print media, entrepreneurs …to home buyers and more!

However, as with all changes, struggles and growth, there are tremendous opportunities… That is, IF you alter your approach and take action.

We are currently in a global new communication/information EVOLUTION, made possible by the integration of digital/computer networking.  The impact of this evolution is changing the way we do business, the way we can connect and interact.  As a result, there are new rules of marketing and PR to be applied.  (If you haven’t yet read David Meerman’s Scott’s book on the subject, you’re missing out!)

So, if you’re going to exert yourself as a business owner or marketer, do as Lorrie Thomas at Web Marketing Therapy (WMT) says, “Go BIG”!  …I also say, “Be thoughtful, think longer-term ….‘break-through’ to the next level! …And do it all ‘ON PURPOSE’!

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The Following are Some Tips for Business Survival & ‘Breakthrough’ Success:

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1. Drive Your Business with Future Vision & Teamwork.

• Build the ‘future’ (long-term vision) into the ‘present.’ When you consciously do this with actions (words, messages, deeds, and company culture) a powerful company can be created!
• It takes teamwork to make the dream work.
• Conduct team meetings to plan, problem-solve & innovate. Pull together your key players or company stake holders for strategic  business planning meetings. You can also bring in supportive consultants, advisory board members, advocates, allies, etc.
• Utilize team assets. Tap into the talents and unique perspectives of your team to create greater business solutions.

2. Create Your Business with Strategies & Tactics Guided by ‘PURPOSE’.

• Use a ‘purpose-guided’ means of problem-solving and innovation. Always have ‘The Purpose’ of each strategic task agreed upon and defined with and by your team.  –This helps keep your team on track while inspiring greater collaboration and actionable decision making everyone can ’stand behind’.   This, along with creative direction techniques, provides an environment that breeds greater business innovation and ‘breakthroughs’.  (See the Breakthrough Thinking Center for great problem-solving techniques.)
• Like Nathanial Hansen at WMT says, “Be a Problem Solver vs. Just a Listener.”

3. Design Your Business for a New Digitally Integrated & Networked World.

• Everything from Television, Newspapers, Magazines, Advertising, Radio, Hand-Held Devises…. to Public Relations has been integrated and changed by the Web 2.0 world.  (Read this blog:  The Internet Has Forever Changed Marketing & PR)
• Re-purpose your current company collateral and communication pieces to be read, heard, and seen on the Internet, hand-held devises, etc.  Be strategic and maximize your impact!

4. Be Highly CUSTOMER-CENTRIC  — Think Globally & Locally.

• Engage in customer relationship building (with existing and new prospective customers). With social media networking and new layers of information available, target marketing is more effective than ever.  The Internet allows for both globally and locally targeted outreach and promotions (You can engage in both, depending on your products and services and how they are fulfilled).
• Even though we’re in a new digital age, remember that the basics rules of relationship building still apply on the web. With an overload of information and contacts available online, I think it’s  more critical than ever.  As we say at WMT, “Web users still need to know, understand, like and trust you.”
• Customers are the reason for existence. Businesses that build strong relationships and respond to customers’ real needs are better equipped to weather changes around them.

• For your business, think of the numerous and unique ways to communicate and build relationships with your customers.  (E.g.: social media networking, events, partners, alliances, teaching engagements –”get involved”)
• Build alliances and affinity relationships.  (*You may find larger businesses more open to building alliances which can help them better reach their target markets.)

5. Become a Teaching & Learning Organization.

• Research & learn. LISTEN to what’s happening in your field… listen to your customers.  Be aware of what’s being said about your organization on the Internet and beyond.  You have more tools than ever for gathering customer research and valuable information on the web.  Be willing to test and try new ideas (it’s a great form of learning).
• Education sells! Providing valued education that your market finds helpful, contributes greatly to business sales (especially now, as customers are more savvy and research oriented).  When customers understand, know, like, and respect you, you can more easily enter their valuable ‘Circle of Trust’.  –Find ways to teach and share some of your expertise.  At the same time, develop a “position of authority” in your field.
• Commit to ongoing education. Commit yourself and your business to on-going education and learning. Learn about your customer market(s).  Understand their growing needs, desires and common interests Strive for ‘continual improvement’ which will inevitably support your growth.

6. Create New PRODUCTS & SERVICES (and/or IMPROVE upon existing).

• Build product and services around your customers’ growing and changing needs. Bring as much unique VALUE and DISTINCTION as possible! Create, improve & innovate!

Web Marketing Therapy Related Links:

• Small Business: Put Your Eggs in Multiple Baskets for EGGceptional Results!
• Business & Marketing Success: What’s LOVE got to do with it?
• Business/On-line Success: MASTER MARKETING STRATEGIES DESIGNED TO INCREASE YOUR SALES!
• Business Success: Questions for Boosting Your “CUSTOMER I.Q.”