8 days a week.
53 weeks a year.
25 hours a day.
Starting and running your own business takes time, commitment, resilience, energy and a touch of madness.
I mean, what could possibly go wrong, right?!.
So why do we do it?
Here's some of the reasons why:
I mean, what could possibly go wrong, right?!.
So why do we do it?
Here's some of the reasons why:
- Independence, flexibility – “I wanted to be my own boss ... make my own decisions ... work on my terms."
- Ambition – “I had an idea ... believed in my product/service ... spotted an opportunity/niche in the market ... wanted to fulfil a dream."
- The pursuit of excellence – “I wanted to do it better or differently to others ... use my experience in the industry to take it to the next level."
- For the love of it – “I want to turn my hobby into my income ... make a career of what I love ... devote more time to what I enjoy."
What do marketing communication professionals and business owners have in common?
They're busy!
Thanks to the explosion of channels and significant social change, we are working in what is arguably the most exciting environment for anyone who is passionate about creating things, sharing knowledge, communicating and exchanging.
But it's challenging.
There are now more ways to connect with people then ever before.
This has created more ways people can control what reaches them and avoid what they don’t want.
We are simultaneously getting closer to people around the world and fragmenting into micro communities and tribes.
A campaign we have invested money and time into can get less attention then a 15-year old kid having fun on YouTube. It's a lot to stay on top of and marketers, communicators and business owners are understandably struggling.
Added to that are consumers' expectations and perceptions.
Everyone is a marking communication expert.
We all use marketing communication channels in our everyday life; we know how they work.
However, the evidence-based science of marketing communication has become a little lost in opinion driven by personal experience and preferences.
As a result, professionals are spending valuable time having to educate their clients, before the work can even begin their work. In worst case scenarios, clients hang on to their own opinion and the resulting compromises can lead to bland, mediocre, ineffective work.
Finally, gone are the days when there were many specialists employed to undertake the different stages of the marketing communication process, from research and planning to delivery and evaluation.
Today, anyone wanting to market or communicate must wear many hats. To do their jobs, they have to be:
Thanks to the explosion of channels and significant social change, we are working in what is arguably the most exciting environment for anyone who is passionate about creating things, sharing knowledge, communicating and exchanging.
But it's challenging.
There are now more ways to connect with people then ever before.
This has created more ways people can control what reaches them and avoid what they don’t want.
We are simultaneously getting closer to people around the world and fragmenting into micro communities and tribes.
A campaign we have invested money and time into can get less attention then a 15-year old kid having fun on YouTube. It's a lot to stay on top of and marketers, communicators and business owners are understandably struggling.
Added to that are consumers' expectations and perceptions.
Everyone is a marking communication expert.
We all use marketing communication channels in our everyday life; we know how they work.
However, the evidence-based science of marketing communication has become a little lost in opinion driven by personal experience and preferences.
As a result, professionals are spending valuable time having to educate their clients, before the work can even begin their work. In worst case scenarios, clients hang on to their own opinion and the resulting compromises can lead to bland, mediocre, ineffective work.
Finally, gone are the days when there were many specialists employed to undertake the different stages of the marketing communication process, from research and planning to delivery and evaluation.
Today, anyone wanting to market or communicate must wear many hats. To do their jobs, they have to be:
- business strategists
- research experts
- behavioural psychologists
- consumer advocates
- architects
- engineers
- explorers
- navigators
- curators
- designers
- project managers
- production co-ordinators
- IT gurus
- multilinguists
- data scientists
Successful businesses have compelling answers to these questions.
Why does your business exist?
Why is it needed?
Why should I buy from you, and not your competitors'?
Why should I pay attention to you?
Why should I follow you on social media?
Why should I work for you?
Why should I partner with you?
Why should I invest in your business?
Why should I recommend you?
These are the things your employees, customers and other stakeholders need and want to know because it will help make it easier for them to do things like:
Why is it needed?
Why should I buy from you, and not your competitors'?
Why should I pay attention to you?
Why should I follow you on social media?
Why should I work for you?
Why should I partner with you?
Why should I invest in your business?
Why should I recommend you?
These are the things your employees, customers and other stakeholders need and want to know because it will help make it easier for them to do things like:
- do business with you
- see what makes you different to your competitors
- choose the products and services you offer, which are right for them
- know how and when to connect with you
- have a positive experience with your business
- feel trust and confidence in you and your business
- recommend you