Yesterday, I spent a few hours working in the morning, then I went and played golf.
It was a “business” meeting.
One of the guys I was playing with is from Sweden. He runs a successful talent evaluation company, with offices in 30 countries.
He is also a customer of a company that I’m working in partnership with.
One of the reasons for the game was to share some ideas around PR and the positioning of the products we sell.
He was suggesting we splinter components of the business and target different audiences. He was talking about targeting many traffic sources.
It was sound advice. It wasn’t the right advice for where the business is at right now.
The company has created a LOT of content and product. But, nothing has been successful from a marketing and revenue standpoint over the past few years.
The product is first class. It just hasn’t translated into dollars. (queue yesterday’s post)
I’m currently working on getting the products converting. It takes time, though. I’ve found from experience; you should focus on one traffic source at a time. Get it working first, before moving on to others.
When I’ve tried to focus my attention on too many places at once, none have ended up doing well. This particular business has been floundering over the past few years for this reason.
While well intentioned, receiving advice like this isn’t productive. It adds confusion and clutter. Receiving advice from others is common, though. I get some form of opinion every single day.
For years, I would take it on and try to implement. I would see how I could apply it to my situation.
It didn’t work well. So I stopped.
Now, if I want it, I seek out an opinion about a particular tactic or strategy. Otherwise, if I get unsolicited advice from someone, I listen and engage in conversation about it. Then, I forget and move on. If I have to say no, I do. I’m not rude about it.
“No” has become the most common word in my business vocabulary.
Since I have started taking this stance, a couple of things have begun to happen.
I have less to think about and as a result am less “busy”.
When I’m less “busy”, I spend more time doing things that matter. Like writing. Like spending more time helping and learning about customers. Like starting the Fast Growth Insights Report.
What I work on has started to have more of an impact.
I have focused my efforts on only a few specific actions. It is producing better results than ever before.
I’ve already said no today, twice. It feels good.