Posts
Saturday, August 28, 2010
Quotable - Truth Series
"It's not denial. We're just selective about the truth we accept" - Bob Wiersma
Tuesday, August 24, 2010
Marketing - Choices
It was back in the mid 1990s that Tracy and Wiersema published an article in the Harvard Business Review titled, The Discipline of Market Leaders. In that article they discussed the choices that are available to all professionals and practices. Choices that impact staffing, training, competencies, competition, marketing, opportunity, growth, job security and relevancy.
They identified three areas of exceptional performance to which companies can aspire - innovation, customer intimacy, and operational excellence as modeled by Nike, Nordstroms, and Wall-Mart respectively. Their key point was that all companies and organizations need a minimal level of competency in each of these domains but can only excel to world-class performance in one.
One core choice focuses, informs and disciplines. World-class performance begins with a world-changing decision.
In 2010, the same three options persist. They invite a choice that most professionals and practices will never make. Not making the choice is also a choice - one that guarantees mediocrity.
I've had a series of interesting conversations with practice owners and managers over the past year on the topic of what it means to rise to "world-class" performance in our professions. Not surprisingly, world-class is poorly understood within our highly fragmented, self-centric, and locally oriented industry. When it comes to best practices and outcomes, most professionals swim in a very small pond. Very few professionals or practices have recognized, much less considered, the prerequisite choices on which world-class performance, competitive advantage, and community contribution depends; and on which potent marketing depends.
The choice made by market leaders and the discipline such choices inspire is what differentiates the best from all of the rest. The choice is a difference that makes a difference - a difference with distinction - a difference that brands. Marketing in the physical therapy, rehabilitation, and personal training sectors tends to be undifferentiated and unremarkable. In such markets, great value can be created and rich opportunity can be found.
It all begins with fundamental choices that may be made. What do you want to become? To what level of performance do you aspire - "get by", "good enough", "average", "better than most", "best in town", or "world-class"? To what will you say "yes" and to what will you say "no"? How will you discriminate between competing needs and opportunities? To whom and about what will your messages be directed?
Most professionals and practices DO NOT ASPIRE TO WORLD-CLASS AND NEVER WILL! That truth offers a remarkable opportunity for the elite few who do. And it is on that understanding that "me too marketing" and "Meaningful Marketing" are differentiated. It is on that understanding that market messaging may be transformed into messaging that touches and transforms the hearts, spirits and lives of people.
Marketing begins with choices and commitments. Anything less is just words...
All The Best!
Bob
(c) Copyright 2010
Performance Builders
They identified three areas of exceptional performance to which companies can aspire - innovation, customer intimacy, and operational excellence as modeled by Nike, Nordstroms, and Wall-Mart respectively. Their key point was that all companies and organizations need a minimal level of competency in each of these domains but can only excel to world-class performance in one.
One core choice focuses, informs and disciplines. World-class performance begins with a world-changing decision.
In 2010, the same three options persist. They invite a choice that most professionals and practices will never make. Not making the choice is also a choice - one that guarantees mediocrity.
I've had a series of interesting conversations with practice owners and managers over the past year on the topic of what it means to rise to "world-class" performance in our professions. Not surprisingly, world-class is poorly understood within our highly fragmented, self-centric, and locally oriented industry. When it comes to best practices and outcomes, most professionals swim in a very small pond. Very few professionals or practices have recognized, much less considered, the prerequisite choices on which world-class performance, competitive advantage, and community contribution depends; and on which potent marketing depends.
The choice made by market leaders and the discipline such choices inspire is what differentiates the best from all of the rest. The choice is a difference that makes a difference - a difference with distinction - a difference that brands. Marketing in the physical therapy, rehabilitation, and personal training sectors tends to be undifferentiated and unremarkable. In such markets, great value can be created and rich opportunity can be found.
It all begins with fundamental choices that may be made. What do you want to become? To what level of performance do you aspire - "get by", "good enough", "average", "better than most", "best in town", or "world-class"? To what will you say "yes" and to what will you say "no"? How will you discriminate between competing needs and opportunities? To whom and about what will your messages be directed?
Most professionals and practices DO NOT ASPIRE TO WORLD-CLASS AND NEVER WILL! That truth offers a remarkable opportunity for the elite few who do. And it is on that understanding that "me too marketing" and "Meaningful Marketing" are differentiated. It is on that understanding that market messaging may be transformed into messaging that touches and transforms the hearts, spirits and lives of people.
Marketing begins with choices and commitments. Anything less is just words...
All The Best!
Bob
(c) Copyright 2010
Performance Builders
Thursday, August 19, 2010
Sunday, August 15, 2010
Marketing - Introduction
After many months with two long series of posts on Performance related topics, I'm going to switch gears for a shorter series of posts on marketing (Cell 4 in the Performance Matters Matrix). Most practices struggle with marketing. Most professionals acknowledge being less than comfortable with marketing and it shows! Most are unsatisfied with their current marketing initiatives.
Sure there are seminars and workshops. Yes there are boilerplate subscription services distributing ho-hum marketing materials - to EVERYONE. Of course you can follow the pack - follow the formula. But what if the pack is broken-down and rusting at the side of the road? What if the old formula is... well OLD, WORN-OUT, TIRED, BORING, INEFFECTIVE?
Snoooooooze!
Marketing is more than one more poorly written newsletter, another bagel run to referral sources, another teeshirt with a silly slogan that seldom gets worn and too often not understood, or a me-too website claiming to be "SO SPECIAL" - just like everyone else....
Isn't there more?
You bet there is. Marketing is the fuel for growth and opportunity. To grow you want a tank-full of go-get'em fuel so you can go the distance. Why race with Regular fuel when Premium is available? Have you considered Racing Fuel? How about Jet Fuel? Maybe.... a hydrogen cell? ...Ya, Now that's the ticket!
No of course you don't need the high octane stuff - that is, not unless you're out to win the race... Perhaps you're not out to win... Perhaps Regular Marketing Fuel is "good enough" for you. But is it good enough for your clients, patients, referral sources, staff? Is it good enough for the communities you serve? Go ahead ask them.
What they will tell you is that they're not looking for "good enough". They want to run with winners! Why? ...Why not! They want performance. They want value. They want to know they made the right decision. Not because you said so, but because their friends say so. They want bragging rights! Don't you?
So let's have some conversations about what's wrong with marketing...
All the Best!
Bob
(c) Copyright 2010
Performance Builders
Sure there are seminars and workshops. Yes there are boilerplate subscription services distributing ho-hum marketing materials - to EVERYONE. Of course you can follow the pack - follow the formula. But what if the pack is broken-down and rusting at the side of the road? What if the old formula is... well OLD, WORN-OUT, TIRED, BORING, INEFFECTIVE?
Snoooooooze!
Marketing is more than one more poorly written newsletter, another bagel run to referral sources, another teeshirt with a silly slogan that seldom gets worn and too often not understood, or a me-too website claiming to be "SO SPECIAL" - just like everyone else....
Isn't there more?
You bet there is. Marketing is the fuel for growth and opportunity. To grow you want a tank-full of go-get'em fuel so you can go the distance. Why race with Regular fuel when Premium is available? Have you considered Racing Fuel? How about Jet Fuel? Maybe.... a hydrogen cell? ...Ya, Now that's the ticket!
No of course you don't need the high octane stuff - that is, not unless you're out to win the race... Perhaps you're not out to win... Perhaps Regular Marketing Fuel is "good enough" for you. But is it good enough for your clients, patients, referral sources, staff? Is it good enough for the communities you serve? Go ahead ask them.
What they will tell you is that they're not looking for "good enough". They want to run with winners! Why? ...Why not! They want performance. They want value. They want to know they made the right decision. Not because you said so, but because their friends say so. They want bragging rights! Don't you?
So let's have some conversations about what's wrong with marketing...
All the Best!
Bob
(c) Copyright 2010
Performance Builders
Marketing - Introduction
After many months with two long series of posts on Performance related topics, I'm going to switch gears for a shorter series of posts on marketing (Cell 4 in the Performance Matters Matrix). Most practices struggle with marketing. Most professionals acknowledge being less than comfortable with marketing and it shows! Most are unsatisfied with their current marketing initiatives.
Sure there are seminars and workshops. Yes there are boilerplate subscription services distributing ho-hum marketing materials - to EVERYONE. Of course you can follow the pack - follow the formula. But what if the pack is broken-down and rusting at the side of the road? What if the old formula is... well OLD, WORN-OUT, TIRED, BORING, INEFFECTIVE?
Snoooooooze!
Marketing is more than one more poorly written newsletter, another bagel run to referral sources, another teeshirt with a silly slogan that seldom gets worn and too often not understood, or a me-too website claiming to be "SO SPECIAL" - just like everyone else....
Isn't there more?
You bet there is. Marketing is the fuel for growth and opportunity. To grow you want a tank-full of go-get'em fuel so you can go the distance. Why race with Regular fuel when Premium is available? Have you considered Racing Fuel? How about Jet Fuel? Maybe.... a hydrogen cell? ...Ya, Now that's the ticket!
No of course you don't need the high octane stuff - that is, not unless you're out to win the race... Perhaps you're not out to win... Perhaps Regular Marketing Fuel is "good enough" for you. But is it good enough for your clients, patients, referral sources, staff? Is it good enough for the communities you serve? Go ahead ask them.
What they will tell you is that they're not looking for "good enough". They want to run with winners! Why? ...Why not! They want performance. They want value. They want to know they made the right decision. Not because you said so, but because their friends say so. They want bragging rights! Don't you?
So let's have some conversations about what's wrong with marketing...
All the Best!
Bob
(c) Copyright 2010
Performance Builders
Sure there are seminars and workshops. Yes there are boilerplate subscription services distributing ho-hum marketing materials - to EVERYONE. Of course you can follow the pack - follow the formula. But what if the pack is broken-down and rusting at the side of the road? What if the old formula is... well OLD, WORN-OUT, TIRED, BORING, INEFFECTIVE?
Snoooooooze!
Marketing is more than one more poorly written newsletter, another bagel run to referral sources, another teeshirt with a silly slogan that seldom gets worn and too often not understood, or a me-too website claiming to be "SO SPECIAL" - just like everyone else....
Isn't there more?
You bet there is. Marketing is the fuel for growth and opportunity. To grow you want a tank-full of go-get'em fuel so you can go the distance. Why race with Regular fuel when Premium is available? Have you considered Racing Fuel? How about Jet Fuel? Maybe.... a hydrogen cell? ...Ya, Now that's the ticket!
No of course you don't need the high octane stuff - that is, not unless you're out to win the race... Perhaps you're not out to win... Perhaps Regular Marketing Fuel is "good enough" for you. But is it good enough for your clients, patients, referral sources, staff? Is it good enough for the communities you serve? Go ahead ask them.
What they will tell you is that they're not looking for "good enough". They want to run with winners! Why? ...Why not! They want performance. They want value. They want to know they made the right decision. Not because you said so, but because their friends say so. They want bragging rights! Don't you?
So let's have some conversations about what's wrong with marketing...
All the Best!
Bob
(c) Copyright 2010
Performance Builders
Marketing - Introduction
After many months with two long series of posts on Performance related topics, I'm going to switch gears for a shorter series of posts on marketing (Cell 4 in the Performance Matters Matrix). Most practices struggle with marketing. Most professionals acknowledge being less than comfortable with marketing and it shows! Most are unsatisfied with their current marketing initiatives.
Sure there are seminars and workshops. Yes there are boilerplate subscription services distributing ho-hum marketing materials - to EVERYONE. Of course you can follow the pack - follow the formula. But what if the pack is broken-down and rusting at the side of the road? What if the old formula is... well OLD, WORN-OUT, TIRED, BORING, INEFFECTIVE?
Snoooooooze!
Marketing is more than one more poorly written newsletter, another bagel run to referral sources, another teeshirt with a silly slogan that seldom gets worn and too often not understood, or a me-too website claiming to be "SO SPECIAL" - just like everyone else....
Isn't there more?
You bet there is. Marketing is the fuel for growth and opportunity. To grow you want a tank-full of go-get'em fuel so you can go the distance. Why race with Regular fuel when Premium is available? Have you considered Racing Fuel? How about Jet Fuel? Maybe.... a hydrogen cell? ...Ya, Now that's the ticket!
No of course you don't need the high octane stuff - that is, not unless you're out to win the race... Perhaps you're not out to win... Perhaps Regular Marketing Fuel is "good enough" for you. But is it good enough for your clients, patients, referral sources, staff? Is it good enough for the communities you serve? Go ahead ask them.
What they will tell you is that they're not looking for "good enough". They want to run with winners! Why? ...Why not! They want performance. They want value. They want to know they made the right decision. Not because you said so, but because their friends say so. They want bragging rights! Don't you?
So let's have some conversations about what's wrong with marketing...
All the Best!
Bob
(c) Copyright 2010
Performance Builders
Sure there are seminars and workshops. Yes there are boilerplate subscription services distributing ho-hum marketing materials - to EVERYONE. Of course you can follow the pack - follow the formula. But what if the pack is broken-down and rusting at the side of the road? What if the old formula is... well OLD, WORN-OUT, TIRED, BORING, INEFFECTIVE?
Snoooooooze!
Marketing is more than one more poorly written newsletter, another bagel run to referral sources, another teeshirt with a silly slogan that seldom gets worn and too often not understood, or a me-too website claiming to be "SO SPECIAL" - just like everyone else....
Isn't there more?
You bet there is. Marketing is the fuel for growth and opportunity. To grow you want a tank-full of go-get'em fuel so you can go the distance. Why race with Regular fuel when Premium is available? Have you considered Racing Fuel? How about Jet Fuel? Maybe.... a hydrogen cell? ...Ya, Now that's the ticket!
No of course you don't need the high octane stuff - that is, not unless you're out to win the race... Perhaps you're not out to win... Perhaps Regular Marketing Fuel is "good enough" for you. But is it good enough for your clients, patients, referral sources, staff? Is it good enough for the communities you serve? Go ahead ask them.
What they will tell you is that they're not looking for "good enough". They want to run with winners! Why? ...Why not! They want performance. They want value. They want to know they made the right decision. Not because you said so, but because their friends say so. They want bragging rights! Don't you?
So let's have some conversations about what's wrong with marketing...
All the Best!
Bob
(c) Copyright 2010
Performance Builders
Friday, August 13, 2010
Quotable - Truth Series
“To act out of love for truth, “doing the truth in charity” is to act for truth alone, and without regard for consequences. Not that one recklessly does what seems to be good without care for possible disaster, but that one carefully chooses what one believes to be good and then leaves the good itself to produce its own good consequences in its own good time.”
- Thomas Merton, Conjectures of A Guilty Bystander
- Thomas Merton, Conjectures of A Guilty Bystander
Wednesday, August 11, 2010
Performance Matters Matrix – MORE
The Performance Matters Matrix BLOG Series is a brief summary of topics covered in the Performance Matters Matrix Mentoring Program for practice owners and managers. The program is offered by Performance Builders - contact us for more information.
(c) Copyright 2010
Performance Builders
(c) Copyright 2010
Performance Builders
Monday, August 2, 2010
Quotable - Truth Series
“Everything will line up perfectly when knowing and living the truth becomes more important than looking good” - Alan Cohen
