I started consulting over 30 years ago and believed the best way to retain clients was to make my business a one-stop-shop. Need me to build a barn? Hay or without hay? Need me to make a pizza? Cheese or pepperoni? Need me to research paint colors? Low gloss or hi gloss? From project management to leadership training, I did it; or so I thought. It did not take me long to realize I was spreading myself thin by not focusing on my gifts, talents, and abilities. I wasn't making money because my clients did not know what I was selling. Once I focused on my core strengths, the brand became marketable, the number of clients increased, and I became a business efficiency expert because I studied my craft and perfected it. I built my client base by word of mouth because I am excellent at what I do.
During the last five years, companies have struggled to stay afloat by looking for creative ways to increase revenue streams. Many companies did not survive post pandemic because they did not stay the course and strengthen their core values. They were too creative, offering programs and services that have nothing to do with their mission and vision. Companies forgot what makes them valuable and compromised to make sales. This never works, and puts too much pressure on teams to function outside their purview.
They did not stay the course, or forgot the course completely.
I remember a few years ago, White Castle partnered with Church's Chicken. This was recipe for disaster and soon White Castle went back to what they do best - sliders. You will never become a sustainable business by adding products or services that have nothing to with your brand. I used to wonder why luxury brands like Mercedes, BMW, Jaguar, and others never offer sales on their vehicles. They refuse to discount their brand. Once you discount your image, people stop taking you seriously. People will pay a premium for value, even if it is out of their budget. Quality sells and people will find a way to pay for it, especially if the brand is reputable and proven over time. In tight markets, people will pay for what they value.
As a former leader in the automotive industry, I always questioned certain marketing decisions regarding our products. I would say, "no one is going to by that", and they didn't. The so-called experts took their hand off the pulse of what people need and want, forgetting what made them successful. Money does strange things to people and this is especially true in corporate America. Contrary to popular opinion, people will not buy anything and just because you think it will work doesn't guarantee success. Consistency is key in weathering storms. If you are quick to alter your priorities paying too much attention to the bottom line, you will sink fast. The money will disappear. Your key people assets will move on. Your brand will weaken and soon a once profitable entity will become a memory.
I built my brand on this Bible verse from the book of Proverbs, "Do you see a man skillful and experienced in his work? He will stand [in honor] before kings; He will not stand before obscure men." - Proverbs 22:29 (The Amplified Version) Do what you do well and you will always be successful. Starving artists don't starve forever. Eventually, someone will see the value in their paintings and buy them.
They just have to keep painting.
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