Does the market trust your brand? Do you consider yourself a trusted advisor? These are vital questions to answer honestly.
It is important to know what you need to get done today, what projects you must prioritise and tasks your business needs to tick off. However, you also need a clear understanding of the ultimate objective; the long-term rationale behind what you’re doing.
For me, there is no better focus point than the idea of the Trusted Brand or Trusted Advisor.
Marketing and sales are different – but they work together.
It is crucial to achieve a structure in which the different elements of your business are given the same weight, care and attention.
Now, this sounds straightforward. But business success, strangely, often gets in the way of achieving this structure.
Most people enjoy doing the things that they do well. We’re not that keen, however, on the things that we struggle with, or that have forced us to deal with failure. So, as we go about our business tasks, we all have a strong tendency to follow the things that are working, and that we are enjoying, while quietly forgetting about the other stuff. This is why there are so many businesses with great adverts, but terrible sales processes!
Twenty-five years after the end of apartheid, the South African economy is starkly divided between the so-called ‘first’ and ‘second’ economies. This common South African phraseology is a euphemism for ‘the rich’ (who do business in a certain way) and ‘the poor’ (who do business in a different way).
Worryingly, much of the country’s Small & Medium Enterprise (SME) activity is locked into a subsistence paradigm, where each individual business only supports the financial needs of its owner, and fails to contribute meaningfully to economic growth or job creation.
27 June 2018: The United Nation’s General Assembly recognizes the importance of SME’s, and thus decided to declare 27 June the Micro— Small and Medium-sized Enterprises Day to raise public awareness of their contribution to sustainable development.
South Africa’s economic landscape is continuously evolving and coupled with domestic and foreign political and socio-economic mixed policy messages