The other day, I was scrolling through a friend’s wall on Facebook looking for a post. I noticed that, in fact, most of the posts weren’t from her but were other people posting on her wall celebrating this or sharing that. I thought, “Wow, all those wall posts are signs of just how influential she is. Maybe I need to work harder so that I be that influential too.”
See what happened there? I allowed a positive metric of one person’s success tell me I’m not as successful as I’d like to be (or as successful as she is).
I had a similar conversation with a couple clients recently, too. They were concerned that their communities didn’t act the same way a competitor’s community acted and worried that was affecting the performance of their businesses.
When we see disparities like this, our natural inclination is to find fault with ourselves. Self-judgement is the reflex.
What if, instead, you saw this as a result of your personal strategic decisions? What if you decided to express your own results as Key Performance Indicators of your core strategy and then seek additional ways to manifest those results?
For my business, effusive posts on my Facebook wall might be fun but they don’t really reflect the way the awesome people who read my blog or work with me would naturally respond to my work because of conscious choices I’ve made in my strategy. Instead, they write emails, Tweet me, or invest 3 days time to watch me on CreativeLive. For the clients I mentioned above, their own awesome people respond to their work by making taking serious action toward their goals and sharing much more privately.
We all have different ways to “move the needle” on our businesses and each of those methods has different corresponding effects. One person’s strategic decisions create different outward effects than another person’s. What’s more, those strategic decisions (her Quiet Power) are unique to that individual and her business. What works for me won’t work for you. What works for Marie Forleo won’t work for me. What works for Facebook won’t work for Marie Forleo. And as a result, our successes all look different.
Plenty of people will try to sell you one-size-fits-all tactics and give you can’t-lose metrics to follow, but the truth is that there is no correct solution save the one that is most effective for you and your business.
Your business strategy should be dictated by What You Want to Create and How You Want to Connect. The decisions you make in those two areas dictate Who Your Business Attracts and How They Respond. Understanding the interplay between these areas helps you stay out of the weeds and out in front of your business. Instead of making reactive decisions or action plans, you make proactive ones because you’re guided by metrics and indicators that are actually relevant to your own personal strategy.
You should choose who you’re going to pursue and how you’re going to measure their response based on what’s actually going to create results for you.
Look at the unique people your business attracts and how they respond to your business:
- What strategic decisions have you made that attract those people to your business and influence how they respond to it?
- What indicators of success can you extract from how your people respond?
- What reactions would show you that you’re on the right path?
- What responses or methods of response could you use to track your effectiveness?
You might find that Facebook shares fit both your strategic decisions and the direction you want to take next year. Or you might decide that email subscriptions are where it’s at and you want to do everything you can to have your people respond by subscribing. You might choose purchases as an indicator of effectiveness and work to understand how your strategy influences the way your awesome people choose to buy.
As you look to the coming year, choose one indicator to monitor closely. Experiment with your marketing and sales efforts to see how you can affect that indicator. Then pay special attention to how you can use that indicator to reach your business goals.