Let it happen

Having a signature dish or programme gets you noticed and remembered. If you are changing your recipe all the time then how do we know what your brilliant Thing is? Being in your spotlight means being consistent and having a clear signature that we can see. If you are chopping and changing all the time it’s confusing for us and it’s diluting your brilliance.

You and your Thing take people on a journey and deliver them to their destination (the result you give)—and, just like a taxi, you might be missing opportunities to help people if you only have your light on in the obvious places.

Lifetime value is not a new concept in marketing and business but it often astounds me (in a slap-on-the-forehead kinda way) that many business owners don’t ‘get it’.

Lifetime value is the ‘number’ you need to have in mind when you are evaluating your marketing, when you’re working out your investment into how much to spend (time or money or both) in getting a new customer.

There are some things that I don’t wake up in the morning **dying to do**: spreadsheets, for example (not my first choice in expressing myself). But when I know I’m doing my Thing, or working on a Thing that I know is a great Thing, I’ll be excited about them, and if my excitement extends as far as a spreadsheet, I know I must be onto something brilliant.

I don’t know about you, but sometimes I have already decided I want to work with someone—or buy something, or visit somewhere—and so I’m already sold. But then I get sold to even more, even when I’m already ‘in’. And sometimes it puts me off and I don’t buy.

Anyone who is consistently successful at anything has focus. They have a plan. And they stick to it. And guess what? Your plan might be different to my plan, and in turn someone else’s shiny plan won’t help you in the slightest. Because it’s not YOUR plan.