Think Before You Kwink
One of the most effective ways to gain clarity on your thinking is to use what Brian Tracy call Zero Based Thinking.
Ask the following question “Knowing What I Now Know” (KWINK) would I or should I continue doing this task I am doing?
I’ll explore a few of the typical questions I think that are useful to get you started, but Think Before You Kwink because you may not like the answers.
My experience over the years is that although the hard questions may be asked the solutions are too unpalatable for people to take, and they never act upon them.
This is a very powerful strategy but is not for the feint hearted as the true answers can be personally challenging.
Let’s take a look at just some of these questions
“Knowing what I now know would I employ my sales team in full if I was starting a new business from scratch? Ouch. That is a tough one, as if the answer is no then the hard questions need to be asked.
If they are simply not good enough, then they shouldn’t be on the payroll should they? If not what actions will you take to rectify this? Most take none, which is a shame as ignoring the blindingly obvious and procrastinating on a problem is very destructive in the longterm to both a business owner personally and to the business.
“Knowing what I now know would I still be dealing with all of my current customers? Ouch again
I have conducted several analyses recently with clients where we have analysed clients on their sales and profitability contributions and they have highlighted some real challenges. For a lot of businesses there are a large number of clients that absorb huge resources in terms of people, time and money and they simply are not worth it. So fire them.
Experience again dictates that for many this is anathema to them and the inability to recognise the enormous benefits of focusing on your best clients, and most profitable clients, and targeting your marketing to acquiring more of these is to much of a step to take.
“Knowing what I now know would I still spend my marketing budget on advertising to get clients?
There are a myriad of strategies you can use to target and acquire clients and advertising can indeed be a very effective way to do this, but are you measuring it’s effectiveness? Is it delivering the same results it did 2 years ago. Do you know the return on investment it generates? Does it make sense today or do I need a new approach.
If you are not measuring your advertising effectiveness you are probably spending money needlessly and now is the time to reassess this and STOP it if it is not working.
I know the reaction “But Ronan we’ve been doing this for years and Joe has been looking after us all this time, we are his best client”. Sorry but unless Joe can justify his service in a meaningful way i.e. Return on Investment then Joe has to go.
Everyday you are faced with scenarios like the ones above, and everyday I encourage you to be brutally honest with yourself and ask the question “Knowing what I now know should I really continue doing what I’ve always done. If the answer is no then take action immediately, both you and your business will see immediate benefits.
However Think before you Kwink as you may find the answers to hard to take.
Start now “knowing what you now know should you be reading this article? If not I’m sorry I have lost you as a reader but happy that you are now using Zero Based Thinking.
Best of luck
Ronan
