GamePlan Mentoring

Draw Your Line in The Sand

Scott Cutcher — Mon, 21 Nov 2011 18:42:12 +0000

As entrepreneurs, it is easy to come up with great ideas, but an idea is only as good as its implementation. You can not think for a moment that failure is an option. Most people I talk to have a “backup plan” which is another way to say “I don’t believe in my concept or myself enough so I will just have a way out if it doesn’t work.” This always frustrates me as a mentor. Psychologically, you have already given up and set the stage for a quick exit if things get tough, and they will get tough.

I find that most of my new startup clients hit a brick wall of self doubt, concept uncertainty or a combination of both. This begins a cycle of excuses, time wasters and frankly, self sabotage. When I see this occurring I let them know it is time to draw a “line in the sand.” In others words you have to articulate what you are going to do to move forward to make your dream a reality, state when this will happen and have a consequence if it doesn’t happen. A well-defined “line in the sand” can be very powerful and propel you towards realizing dreams, just with a timeline.

Like many entrepreneurs, my partner and I found ourselves stuck in beta testing for our products and didn’t even realize it. It is easy to get comfortable in a particular stage of your startup and not really move forward, confusing activity for progress. Once we realized it through a self assessment, it was time to draw our own “line in the sand.” In less than five months we created a self-directed system, published a book, built a website and “re-lauched” our company. All because we drew a line in the sand. I am grateful for this process because it pushed us to our limits and made us stronger in every way. I share this with you to express the power in drawing your own “line in the sand.” So what are the elements to a good “line in the sand”?

Articulate what you will accomplish. The more specific you are, the more focused you will be. DON’T get bogged down in the details of HOW, just articulate WHAT you will accomplish.

Set a realistic time frame and be sure to take into account your current commitments. You may need to eliminate any that aren’t absolutely necessary to meeting your deadline.

Get buy in from key people in your support system like family, friends, etc.

Seek out the help you will need from your support system. Nobody can do it alone and people are usually happy to help.

Setup some type of weekly accountability. Set weekly focus goals and share them with others to hold yourself accountable.

Articulate the result if you follow through and the consequence if you do not. Make sure the consequence is a worst case scenario to match the best case scenario of your result. It could be simply going to work for someone like that old boss that made your life miserable.

Write it all down and post it EVERYWHERE! Out of sight out of mind. It is easy to slip back into that comfort zone.

Now stop procrastinating, draw your “line in the sand” and reach for your dreams!

Creating a Unique User Experience

Steven Lowry — Fri, 18 Nov 2011 00:21:37 +0000

I am going to state the obvious: Apple has a major advantage over many companies in the tech space. Not because of their cash on hand or their brand (which are both are incredible), but the experience they create with each and every product/service they create.

They are the gold standard of how companies should create a user experience. Just unboxing an Apple product is a great experience that has been meticulously and intentionally thought out. Doing a simple Youtube search for “unboxing videos” will prove the importance of creating a compelling experience. It’s the appetizer to the main course, which is the product itself.

Most companies main focus in making their product as inexpensive as possible to make the margins they need. It seems that Apple’s focus is creating the best experience possible and they are able charge a premium for that. Just think about that change of philosophy.

Are you creating an experience that allows you to charge a premium for your products/service?

Here’s a few tips on how to create a better user experience for your business:

Minimize the amount of steps you make your users go through in the sales process, contacting you, using your products/services, etc.

Be sure the features of your product/service make your users smile, not cringe from frustration.

Create a professional, clean and streamlined presentation of your products/services online and for retail. We have so much clutter in our own lives, keep it simple and to the point.

Remove the barriers to a great experience as much as possible. This could be unnecessary contracts, waiting in line, confusing directions, etc.

We all love to feel a part of something. Strategize with your team and discuss ways you can make your users feel like they are a part of what you’re about.

Any tips on how you create superb user experiences for your users/consumers/clients? Leave a comment.

Is Your Website Effective?

Scott Cutcher — Wed, 16 Nov 2011 04:32:38 +0000

As exciting as a new website can be, this one in particular is special to us because it symbolizes the purpose that today’s websites should serve. At times, this was a struggle for me as I continue to break some of the old paradigms of traditional business. Luckily, I have been paired with a millennial partner that emboldens me to continuously question the status quo with the confidence that it has already changed in the mind of the consumer. Websites need to be a true connection point between the consumer and the company with a focus on serving the consumer. This means not serving them by simply supplying products and services but by supplying a customer centric experience. As we went through version after version of our website to figure out how to accomplish this, it led us to a string of questions we believe effect today’s consumers ability to make a buying decision. The following is a breakdown of these questions that I hope will spur a discussion on your next website or website revision:

Why you? Why should I care? In an environment saturated with competitors, consumers are looking for a reason to purchase from you. Why you do what you do is a key factor in today’s buying decision. Are you just listing a glorified resume under your “about us” tab or are you giving them a reason to do business with you?

Who are you? No really! This does not mean to go on and on about your three offices, thirty employees and past accomplishments. This is not the time for a resume but instead a time to let them really know what you believe, care about and are interested in. Today’s consumers know that it’s harder to embellish on the real you versus a laundry list of “impressive statistics.” Do your consumers feel like they can really connect with you?

What experience can I expect to have? The promise of most company’s websites do not match the experience, turning today’s consumer into total skeptics. Instead, provide some validity, whether it’s as subtle as the logos of the companies you’ve worked with, written endorsements or video clips of satisfied consumers. This is not the time to brag about how awesome you are. Your consumers should do this for you. Do your consumers feel confident you can deliver?

Are you talking to me? The majority of company websites talk at their consumers, not to them, spewing a string of technical self-centered information that isn’t relevant to them. You can have the most beautiful website in your industry but if the message does not resonate with your consumer the click off rate will be astronomical, defeating the purpose of having a website. The better you know who you serve and how you serve them, the more effective your website message will be in converting the browsing consumer into a customer. Do you know how to talk to your consumer?

How do you give back? In an environment that promotes greed as the driving force behind capitalism, today’s consumer wants to know what other motives you have for being in business? Do you support a cause, have a movement or feel you’re fulfilling a purpose? This could be as simple as having a “green” company or as complex as creating a movement to empower others. Today’s consumer looks to this as a test of your character. Do your consumers feel you fulfill a larger role?

Do you know what you’re talking about? Today’s consumers thirst for relevant information in a timely manner from good sources. This explains the popularity of blogs. More than just a soapbox, blogs have become a place to showcase your expertise in various mediums that provide your consumer with the information they desire. This is a way to earn their trust while becoming the resource your consumers desire. Are you the resource your consumer has been looking for?

Are you listening? Today’s consumer demands to be heard and wants to have a dialog with the companies they care about; hence the rise and main stream adoption of social media. The easier you make it for your consumer to connect with you, the more they will want to stay connected. Do you make it easy for your consumers to connect with you?

How do I buy? No really, where’s the button? I am always amazed at how difficult some companies make it for consumers to make a purchase. Today’s consumer is smart and wants to make a balanced decision between the emotion and logic of their situation. They want access to as much relevant information on each product/service as possible, yet the access to easily buy it when they are ready. The other day, I was looking at a cable I needed for my laptop and had to click four pages deep to get the specs on the product. After confirming it was what I needed, I couldn’t find the buy button. Needless to say, by the time I got back to the main product page and found the buy button, I had already made up my mind I wasn’t going to purchase from this website again. How easy is your buying process?

I hope these revelations help you to maximize the impact of your website, as I know it has ours. Today’s consumer demands a better experience. It’s up to us to give it to them. I want to take this opportunity to thank you for visiting our website and encourage you to take off your shoes, kick back and make yourself at home.