What are we excellent at?  

Our excellence must become our core.  If we are engaged in core activity that we are not excellent at, perhaps it is time we evaluated our job and career (see the Life Purpose section of AspireNow for more assistance in this area).  

In the core, we must use our scarce resources, such as time, talent, and focus.  This is where we differentiate, where we innovate, and build competitive advantage.  

In the complex, we must use capital, and focus on efficiency to build a streamlined organization capable of delivering better than we can.  In other words, outsource complex models to companies who have that product or service as their core business model.

I outsourced programming for AspireNow because I'm not a programmer.  Sure, I learned BASIC in high school.  And, I'm certain I COULD learn HTML code.  However, that doesn't mean I SHOULD learn HTML.  Instead, I chose to focus on my core strengths (writing, speaking, consulting, and marketing).

In addition to focusing on our core, and outsourcing our complex, we also must build value.  How can we know we are building value?

V = D + Q + T 

        or

value = demand + quality  + timeliness

Value is the key to differentiation.  When we differentiate, we can utilize marketing, manufacturing, sales, or service as models to differentiate versus competitors. When people receive value, they return for additional purchases. 

Quality is critical to success. We must have high quality information, high quality products, and service behind our product that shows we back our selling efforts with pride. 

How timely is our service? If we are there before market demand, our product fails because there is no defined need. If we are there after the need, we fail because we missed our window of opportunity. Wise managers launch their product during the window of opportunity when it is most likely to succeed. Movie producers are masters at launching their products during times when people will view their "blockbuster" the most: fourth of July, Memorial Day, Thanksgiving, etc. They know that these are high viewing times for their customer base and launch their top movies during these time blocks.

One electronics store emphasizes themes in their store, a retail marketing approach to differentiation.  Another store offers clean, comfortable carpeting, and pays their salespeople on salary.  Their value proposition is different by changing the facility and sales model.

However we choose to differentiate is limited only by our creativity.  But in a weakening economy, I believe differentiation is more important than being first to market with a new service.  How do we deliver our service?  Is it made better?  Can we deliver it at a lower cost?

Streamlining our operations, eliminating frivolous paperwork and process enable us to increase profit.

The consequences of ignoring core resources and improper focus away from our value propositions are wasting key resources, de-motivating our talent, alienating investors, and creating negative inertia resistant to change or perhaps blocking us from recognizing and capitalizing upon the next wave.  All of these consequences lead to lack of execution and, ultimately, stock market losses or business losses.

The recent downturn in the economy could have been predicted, because the manufacturing buildup was a false buildup -- based upon the growth in technology fueled by the apparent need to upgrade in time for Year 2000.  Notice, it was the quarter immediately after people realized that chicken little didn't cry the sky is falling over Y2K that the market began its decline from record stock prices.

In order to focus, one consultant made millions of dollars by making a simple suggestion to a CEO that he simply write down three things.  The three most important things he had to do that day.  Not the three things most pressing, or the first three phone calls or emails to hit the inbox, but the things most important to his goals, values, and aspirations.  

I've started using the power of three in many aspects of my life.  In my personal life, I think of three things each week I really want to do, and then I schedule them as "A" priorities.  In my business life, I do the same thing.  I schedule the three things each week I must do in order to maximize my core objectives, and in doing so, become proactive in doing my part to succeed at building success.

Through focusing on our core, taking care of our people, providing direction into our excellence, our deepest aspirations, we tap into the energy enabling us to uncover the greatness within us.  Through building value, and offering value to the world through our business ventures, we increase our worth and thus will recognize the success we deserve.

Learn more about the business challenges we're helping leaders resolve

Scott Andrews is CEO and Founder of AspireNow (www.AspireNow.com), a leading business productivity and personal development firm based in California. AspireNow recently spun our business solutions into ARRiiVE Business Solutions (www.ARRiiVE.com) through whom we help organizations launch new products and services, maximize sales, and innovatively change businesses through  semantic collaboration business models and processes. For more information, contact info@ARRiiVe.com.