The Gap Between Intention and Execution

Last week I heard an author speak on a book he recently published. He explained that most books on the topic he chose were very dry and he wanted to produce a more human book that would allow readers to identify with the people who were there experiencing the incident he wrote about….so readers could feel what it was like to be there.

His goal was to write a book that was a living history.

Sounds like a great idea doesn’t it? For someone like me who is not that interested in history, it certainly would make a more enjoyable read.

But something happened between the intention and the execution and no one spoke up before the book was printed.

The gentleman next to me said he tried to read the book, was even interested in the topic but he was unable to continue reading after the first 3 chapters. There were many people mentioned by name and title, so many in fact that he could not keep them straight. A strong central story line might have carried him through. Unfortunately that was absent as well.

You can end up in the same situation with your business. Even if you, as an entrepreneur, set a clear goal when you neglect to check in with your prospective customers to see if what you created and what you communicate about your business is something they understand.

How to bridge the gap:
1. Write down your goal
2. Talk to people about your business and pay attention to their reaction to the words you use and any questions they have.
3. Develop one message that is a clear description of the core purpose or promise your business makes to customers.
4. Gather a group of trusted associates, a mastermind group, a mentor who is successful who will tell you when you are going down the wrong path.

Oh, by the way, in the author’s talk he also mentioned that the public does not seem interested in his topic. The question that begs to be asked is; then why would you write on it?

Make sure you don’t make the mistake of creating what you want instead of filling a customer need.

The way to create BUZZ in your business

Have you seen the Diamond Shreddies commercial on TV? What did you think when you saw it? Did you realize immediately that it was a joke? Did you think, how stupid; it’s just a shreddie turned sideways?

The campaign created a question in the minds of consumers. They went looking for answers because they just weren’t quite sure what to think.

Google, Diamond Shreddies.

Almost 8000 sites come up. Shreddies could not have come up with a more effective way of revitalizing and drawing attention to a tired old brand!

Learn how to Brand Your Business

Copyright © 2008 Nancy Fraser - Nota Bene Consulting