“If we could just win (win back) that major customer”
“This new product will really put us on the map”
“We’ll get on the radio with a great ad – our target audience all listen to Heart FM”
But the reality is rarely quite that simply.
In fact, it’s the series of small gains you make that will quickly add up to the noticeable improvements. But every decision, project and action can take you in a range of directions - all of which may individually look sound. The key is to make all of those small changes add up to something greater than the sum of its individual parts – to make sure every single action takes you closer to a clearly and well defined goal or endpoint, and works according to a strongly defined set of values. This is when the real efficiency gains start to gather pace. One of the most useful organising principles for this is your brand. Often there are frictions and breakpoints in your brand universe that create inefficiency and losses. By focusing an entire business on making those incremental improvements in process, behaviour and activity and all doing so in the direction of a visible and well described end state, you can have a major impact on performance within a moderate amount of time.
Otherwise, you are just trying numerous things in the hope that one of them sticks. You might get lucky. Or you might spend a lot of money on a lot of guesswork whilst the pressure mounts.