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I was fortunate to have led a startup internet company to a billion dollars in annual revenue. What I learned about how to grow a company isn’t about complex strategies, but about focusing on a few surprisingly simple, yet powerful principles.
These principles aren’t industry-specific; anyone, in any business, can use them to achieve unbelievable results.
1. Be Different: Own Your “ONLY” Statement
Forget the textbook definition of a Unique Selling Proposition (USP). The key to exceeding performance isn’t about being “better” or “best,” it’s about being the only one offering your specific solution in a unique way.
Prospective customers need a crystal-clear reason to choose you over the competition; being “The ONLY One” provides that clarity.
Traditional advice often centers on solving a customer problem. While vital, this isn’t enough. You must have a relevant and compelling solution that only you provide.
A USP focused solely on internal perception is hollow. To a prospective customer, it can appear self-serving and narcissistic.
Your focus must shift to the customer.
Instead of a generic USP, craft a powerful “ONLY Statement” that highlights your distinct advantage.
For example, instead of saying “We provide excellent customer service,” try: “We are the ONLY company in this industry that guarantees a response to every customer inquiry within one hour.”
This statement creates a clear competitive advantage, making you stand out.
2. Be Obsessed: Master Perfect Execution
Allocate only 20% of your time to developing your strategic game plan. It doesn’t need to be perfect; it needs to be good enough to start.
The remaining 80% should be dedicated to flawless execution.
In the unpredictable world of business, perfection is an illusion. Your mantra should be: “Execute an imperfect plan perfectly.”
Perfect execution demands relentless focus on internal efficiency. This involves “cleansing the inside” of your organization. Identify and eliminate the internal friction that slows down value delivery to customers.
Get rid of those nonsensical rules and policies that frustrate both employees and clients. Streamline processes, improve communication, and empower your team to operate efficiently. This internal focus will drastically improve your external performance.
3. Be Serving: Embrace Leadership by Serving Around
Epic performance requires a leader who actively serves their team. Constantly ask your employees, “How can I help?”
This isn’t about being friendly; it’s about identifying and removing obstacles hindering the efficient execution of your strategy.
Focus on eliminating friction points within the workplace that impede the value delivery system to customers.
“Leadership by Serving Around”, a concept I pioneered, is vital for driving organizational performance to unprecedented levels. It’s about empowering your team, understanding their challenges, and removing roadblocks to success.
By focusing on the needs of your team, you indirectly, yet powerfully, serve your customers. A happy, efficient team translates to happy, well-served customers.
4. Be Do-It-Yourself: Lead by Example
Certain actions must be taken personally; they cannot be delegated.
These include “selling” the organization’s strategy to employees – ensuring everyone understands and is invested in its success.
It also includes “painting a picture” of the desired customer experience, outlining how employees should interact with customers to create a memorable, “breathless” experience.
Finally, clearly define each employee’s role in the overall strategic execution.
These elements are crucial for alignment and success, and they require your personal touch.
Superlative performance happens when leaders take personal accountability for actions that are critical to strategy execution.
Your actions set the tone and inspire your team.
By focusing on these four seemingly simple principles – being different, obsessed, serving, and hands-on – you can unlock unbelievable business success.
It’s not about complexity; it’s about laser-focused execution and a commitment to excellence in every aspect of your business.
Apply these, and watch your business flourish.
Related: The Secret to Customer Delight: Empowering Your Team