Diffusion

Another reason why your business may not be flying is what I call diffusion.

Water is only water and steam is only steam but when it is really focussed, channelled, it can move bridges and ships. Power comes from focus.

Often as a business grows it becomes unfocused or that focus becomes diffused and loses power. Take the olde time blacksmith, with an excellent reputation for shoeing horses so people come to him from miles around. Because of his reputation someone asks him to make some wrought iron gates. It takes the same skills and the same materials, so the blacksmith agrees and makes some stunning wrought iron gates.

Unwittingly the blacksmith has now created a major problem for himself. How does he promote himself in the future? Is he really the best blacksmith when he has spent the last six months making gates or as a gatemaker or both? He has doubled the complexity of the business and halved his reputation and potentially doubling his marketing spend. He is suffering from self inflicted diffusion.

The man that chases two rabbits catches neither.

So the questions for today are:

• How focussed is your value proposition?
• Is it clear and communicated succinctly so everyone can understand?
• Are you clear on how you provide value to your core customer?
• Remember clarity is power, do you and your team have total clarity?

If you need any help, reach out