Monday, April 1, 2013

using a little strategic synchronicity to grow our business

Whenever I say the words "grow our business" I get a little itchy.

Not itchy in a "I can't stand still, I am busting out of these duds and need to be moving" kind of way, but itchy in a "this isn't about bigger, better, faster, we can rebuild him, we have the technology and I don't want anyone thinking I mean that" kind of way.

This isn't about growing until we explode, or can't fit through the door, but all of life is expanding all the time.

It's what we're here for.

With a maker business, this growth is sometimes about the business externally in the world but often it's more of an internal shift - some decision by us that creates expansion in our life.

As makers, choosing to live an expanded life creates growth for our business.

(not the "more now" kind of expansion - that totally didn't work for Veruca Salt and won't work for us either, but the expansion that creates the space for us to show up for life in a bigger way)

I once thought of the internet as some kind of trap, the very word web had such a  negative vibe to me (and obviously it can be a negative place if we become addicted to it or use it in hurtful ways) - about the time I started to see this web as more of a connecting 'net', the safety net that is dissolving in so many other areas of our life as it expands here, I was able to connect with it in a much bigger way.

(if we don't love the internet, warts and all, there is only perfection in imperfection really, we probably shouldn't bother trying to make money here because how is that ever going to work for us)

As we evolve toward truth and openness, we have opened up space – cyberspace – for the purpose of helping us to express ourselves openly (this is why real stuff works best here).

So where the hell am I going with this and what does this have to do with the kind of strategy that creates the kind of synchronicity that expands our life and grows our business - well, you will have to check back tomorrow to see where all this is going but I will offer up a little hint:

Back in the days of traditional marketing, we would target customers (think ducks in a shooting gallery here) by putting them (think marketing models and computer generated spending data) into neat little boxes because, well honestly because we needed to know who we wanted to hit and they were easier to hit when they were ... standing still

Now that the internet (and evolution) has taken the entire idea of marketing and flipped it on its head - we are attracting customers and not targeting them anymore - going after them doesn't work the same way, they have to be looking for us - maybe we need to be the ones standing still. 

Back tomorrow with Strategic Synchronicity Part 1


lynn bowes said...

Hmmm . . . standing still is one of those things I do well so I'm anxious to hear about Part Deux "Cement Shoes". Or something.

Catherine Ivins said...

me, too - at the very least this could be a great excuse to get a little rest this spring .... xo Lynn