No matter what type of business you operate or plan to operate there always needs to be clear goals in mind.
The reason for this is that you can not march haphazardly towards success.
Yes, there is a little luck to be found in the biographies of a number of rags to riches entrepreneurial success stories but there is a lot more cohesion than luck in these stories. Without clearly defined goals, then the ability to achieve one’s goals is greatly compromised.
Goal setting is not a complicated process. Often, it merely involves looking at where your business is at the present devising where you want it to be and then drafting the necessary plans to get there.
For example, if you operate an online subscription news service and want the number of subscribers to grow by 15% over the next year you may devise a direct email marketing plan to get there.
Then, you follow through with you plan.
Granted, it is not always possible to achieve the goals you set. Sometimes there are unforeseen circumstances that can undermine even the most brilliant plans. Case in point, if you are in the travel business and a recession hits then odds may be against any plans of company growth you may have had. But, when under the circumstances where the factors that derailed you goals are correctable then it is becomes prudent business sense to take the necessary steps to remove those obstacles to your goals in order to keep progressing forward.
Now, that may sound like ominous words but it is not a call to start acting as ruthless as J.R. Ewing. It simple means you modify the means in which you achieve your goals.
If that aforementioned email marketing strategy is not working it may be prudent to switch to a new marketing strategy.
Not achieving your goals is not a crime if it yields critical information that you can use to help your business grow. After all, knowing what not to do is often as valuable as knowing what to do. Businesses are hardly static and market/industry changes can affect the goals of a business. This means a business needs to be flexible in defining its goals.
On the surface, McDonald’s looks like a company that stays the same from year to year. But, if you were to look at the various image makeovers and marketing strategies it has followed over the past 50 years you will notice that it has always been a company that is in a state of flux. Perhaps your business needs to do the same.
Author: Dontrell Lyons
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