Tactics vs. Strategy
Having the tools to create what you want, and developing a roadmap to get you where you want to be are two very different skill sets. Both are necessary for a shot at being successful in business.
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There is a lot of noise in the business world targeted towards small business owners that are sub-titled “The last masterclass you’ll ever need.” Some of them are useful, most are garbage, but the biggest challenge that I have with the “last course you’ll ever need” shtick is that the people hawking these things at you are positioning their product as your one true solution to all your business or money problems and they aren’t. The only solution that I’ve seen work is to actually be rich when you start your business - and even then you still have a high probability of failure, it just won’t wipe you out because you still have money.
So, if those courses aren’t the answer, what is? Honestly, I’m not sure if there is a single answer. My experience is that businesses are so varied, complex, and can operate in so many ways, that I don’t think there is one answer. The answer I’ve seen is that with enough luck, creativity, preparation, agility, and perseverance, you might be able to make it work for you. If that’s the case, why do any of us try to start a business? I believe it’s because business owners have a gift that they want to share with the world and hope to make money while doing it. That it’s possible to have a win-win situation. Where both parties can benefit from the business exchange.
If you’re set on doing what you love as a business and you need help but can’t seem to figure out who to trust - what should you do? Have a solid strategy. A strategy is a plan of action or policy designed to achieve a major or overall aim. If you’re laser focused on your end goal and you have a decent strategy to get there, you’ll be less likely to fall for people just trying to sell you their solution.
So why am I picking on these courses? Do I think they are all bad? No. In fact, some of them are actually full of useful information - IF that is the information you need. Many of these courses are selling you tactics - a specific plan of action to achieve a specific end (e.g., get more people to your website, get more followers, get better video quality). And if you need those tactics to fulfill your overall strategy, that’s great. But many business owners need help with their strategy because if you have nothing to sell (no product or service) and you’re having a bunch of people click through to your website, you’re not going to earn anything except your potential customer’s disappointment. That first impression can’t be undone and you may have lost that customer for life.
I pick on these courses because many times it feels gross. I can see through their marketing message that hone in on fear, desire, and other primal instincts that can encourage people to act quickly (not necessarily to their benefit). Many of these courses could help a small business owner, but maybe not in the ways that they market. They are not rooting for your success. They want a quick sale and to move on.
In all exchanges, I feel that it is important to be honest and to give people the benefit of the doubt. I want to have a business where people are fully aware of my abilities and limitations to help them move towards their goals. If our goals line up, then we should do business together - and if not, hopefully I can help them find what they are looking for.
I’ve been in operations, compliance, and management for a long time now - so I feel confident in the ability to help small business owners get their dreams off the ground by providing hard earned knowledge and wisdom. But I would get a lot more customers if I scared people into thinking that I have all the information that they don’t even know they need. And I would probably help most of those people that came to me. But, many of those people may also feel like it was not worth it. Because the whole point of compliance and operations is that you’re working proactively to prevent problems from occurring and then snowballing into a disaster. And if nothing bad happens, then I’ve done my job. But as a customer, you just see that nothing happened - and you paid a lot of money for it.
I don’t want anyone to feel like they were taken advantage of. So I choose not to use scare tactics. I choose to work with people who already see the value of setting things up correctly for their current situation. By taking stock of what your current situation is, knowing the risks that you’re willing taking on (eyes-wide-open), and then moving forward with a plan that works for you, your circumstance, and your personal tolerance for accepting risk. There is no one size fits all because no two people or businesses will have the same circumstances, risk tolerances, and preferences.
So far this has meant that I work with fewer people because having a business where you want to help people find the best solution for them is a long game. It takes time and energy to build a client base that comes to you because you uphold morals and ethics to standards that match the personal values that I’ve laid out here. It take a lot of effort to reach out and help others (with no expectations of getting paid) before the right fit comes along. I am not putting this out there to pat myself on the back. I would do this regardless of who was watching. I put this out here to clarify that many people who want to run a business doing what they love should think carefully about their strategy for starting and managing their business and ensure that any courses they take or professionals they hire actually fits their needs before signing up.
If you’re starting up and want some help with creating your business strategy, book a free call with me here!
“Strategy without tactics is the slowest route to victory. Tactics without strategy are the noise before defeat.”