In this digitally empowered world, it has never been more important for businesses to be entirely customer related. This usually starts with the marketing strategy.
Guy begins by ensuring that both he and his client have a deep understanding of the ‘sweet spot’ customer … who they are, typical profile, their value to us and why etc. The market that we are competing in, our place in it and so on.
There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.
A detailed analysis of typical Customer Journeys is always the basis of good marketing strategy and with that in place, detailed and measurable plans can be designed, built and executed.
Senior management needs to have a complete knowledge of how their business works and why. All too often when a company’s bottom line begins to suffer it takes too long to understand what is happening and then even longer to turn it around.
Good administration, iterative standard practice and relevant KPIs allow senior staff to identify issues, internally and externally, at an early stage. Very often this turns threats into opportunities and weaknesses into strengths.
“Details create the big picture”
Sanford I. Weill
Guy will often start with looking at the administration of a company. Having built his own organisations, he has learned the hard way of the value of one’s own internal business intelligence and how it can reduce the workload and generate creativity from top to bottom.
Starting and running a business can be a daunting and very lonely place. It is not uncommon for successful MDs, of any size of business, to feel slightly out of control.
A mentor is more than just another management resource with experience to fill the inevitable knowledge gaps; they are a sounding board, a pressure release valve and a human aide memoire all rolled into one.
“Entrepreneurs are great people but they need all the help they can get … First among these is a mentor … When I started Carphone Warehouse, I was lucky enough to receive excellent mentoring and it made a huge difference.”
Sir Charles Dunstone