Fresh and Relevant: words that have been buzzing around in my head for days now. They sum up everything I’ve learned in the past 6 weeks as I’ve been putting together my new reports and slide decks.
Missing the Mark
From 2008 to 2016, face-to-face presentations of big shared research studies have been a significant part of my work. But in 2018 they suddenly seem disjointed and flabby. They’re not specific enough, they tell too many stories, and cover too much ground.
And yet – if we’re to act decisively, we do need joined-up stories and perspectives, much more than we need isolated snippets of information.
If my most recent research results had shown that the majority of New Zealand businesses were prospering, expanding and truly exciting our customers, I might have decided I had nothing more to contribute.
But we aren’t. Even if a few of us are doing very well, collectively New Zealand businesses still have big issues. We’re missing the mark with our customers. Our content marketing is stale and stilted. Or worse – just plain dull. As a result, those who are ahead of the game can feel quite isolated from the rest. They don’t see many other firms doing what they’re doing.
How to be Fresh and Relevant
That’s good in a way because if you’re trying to be fresh and relevant you can’t really copy others. You need to find your own version of growth and success. The problem is, most of us don’t, because we don’t know what to do differently or how to stop doing what we’ve always done.
My own quest begins with a new reporting structure – tight and tidy Mini Reports that tell one story at a time – and a new sales platform: Shopify. Together they have forced me to operate quite differently in my business.
As a result, even this small step is leading me towards new content and a new focus. Yes I’m also writing about familiar topics like tribes and big picture changes, but in quite new ways. For one thing, I’m putting so much more focus on the things that will really help companies to find their own way.
My Guiding Questions
The questions I want to answer are things like:
- How can you identify and attract the right kind of customers for your business – the people who will help you to grow and develop?
- Where can you find a fresh voice for your brand, to make it more relevant to your customers lives and right for the times?
- How do you first identify and then communicate with diverse customer groups in engaging ways without losing your way?
These are the kinds of questions ambitious companies ask – the ones who realise ambition alone is not enough.
If you’ve got this far in the post, you really owe it to yourself to check out the Mini Reports and see what’s relevant to you. There are samples available.
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