Ideas are a Dime a Dozen. It’s Execution that Counts.
I have an idea that will change the world. But I’m not telling anyone about it. But you should still buy it.
I was talking to a friend yesterday that runs a start-up in the technology space. He had some very good product concepts but he was hesitant to share information about the products for fear of someone stealing his ideas.
I understand protecting trade secrets but he was engaging in a total black out of information – which makes the product kind of hard to sell… you have to communicate your value and in the case of most technology products, people want to see how it works – that’s just reality.
Ideas are a dime a dozen. There are a lot of creative and smart people out there and I don’t care what you do for customers, somebody else is out there doing it too. Probably cheaper and better.
Ideas are the easy part. I have tons of ideas I’ll give you for free. It’s execution that brings ideas to life. A great idea with poor execution is like a motor with no pistons. Ideas have to be translated to actions to have value.
I can’t count how many companies I’ve run across that had brilliant ideas but couldn’t figure out where to start executing. They saw the process of moving their ideas forward, not as discrete steps, but more like a nebulous blob of activity.
What is usually missing is a process to harness ideas and information, organize decision making and identify specific steps, milestones and responsibilities. This is the “strategy” that must be in place to execute any plan.
Execution isn’t just doing some things. It’s doing some very specific things – usually in a specific order. The challenge is choosing the right things and avoiding the wrong things.
Many of these companies had chaotic or haphazard decision making processes when it came to sales and marketing. They didn’t know where to start because they didn’t connect the need for a logical, methodical process to making the right decisions.
Business is complex. You can’t execute a modern sales and marketing strategy casually. If you do, you greatly increase your risk of failure. Even startups and small companies should approach execution with structure – it doesn’t have to be a massive project.
Do you struggle to execute? My MAPS framework delivers a clear path to more of the right opportunities. I’ve helped hundreds of small and large clients develop and execute strategies that reduce risk, generate qualified leads and to force multiply sales and marketing efforts.
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