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Effectively Implementing Your Marketing Plan: A Step-by-Step Guide

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Peter Dickinson

So, welcome to the Vision2Success Digital Marketing Workshop effectively implementing your marketing plan, the step-by-step guide, which I’ll be presenting today. These free regular workshops are designed to help you take your vision and realise it into a successful business. The overall structure of the next hour will be a short introduction to who we are, and what Vision2Success is all about. And then the main part, which is the educational presentation on an aspect of marketing. There’ll be a chance to ask questions at the end. But please feel free to drop questions into chat, and I’ll make sure they’re addressed as we go.  Because it will help bring the thing into context for you. And then if there’s any, as I said, we will be answering questions from our live streaming on LinkedIn, Facebook, and YouTube. And if we have time at the end, we could open the floor up to any questions on marketing or business in general. I’ve worked with over 600 businesses in the last 20 years. So hopefully, we’ve got some idea of what the answers to your questions might be. 

So, when we work with the business, we find out what their “Current Situation” is, you know, you’ve got to, in order to work out a trajectory of where somebody needs to be, you need to know where you currently are. 

So, what has changed? Because a lot of people are thinking, “Well, you know, I went on a social media course a few years ago, I did a website management course a few years ago, whatever, what’s changed?”. Well, a lot has changed. I found a COVID image because that has fundamentally changed a lot of the way things are done.

So, what worked may not work anymore. And you’ve got to appreciate that what you learned two or three years ago about digital marketing, may no longer be applicable. And we’ve noticed a massive jump in complexity, and in the innovation of technology. We’ll be looking at how we now get the baseline metrics for when we work with a client. We’ve recently, just very recently, in the last couple of weeks, completely revamped the reports that we send to clients. They’ve got a lot more detail in them focused on different aspects so that you can really drill down into what you need to focus on, in order to want things to improve. 

Working habits, you know, we’re all in this presentation. We’re all in this on Zoom. I mean technology has improved rapidly during COVID. You know, I moved to Shropshire, which is some distance from Manchester, which is where the business is based. Charlie, my daughter’s currently in New York, so we can hit more Global Times. But it doesn’t matter. It doesn’t matter where you work; our team are spread around the world. We’ve got people working for us in pretty much not every continent, but quite a lot of continents. Because we want to work with the best, and, you know, that may not always be in the country you’re working from. And it’s also to provide cost-effective services to folk to our customers. So, a lot has changed. 

Because people are able to work from home, the amount of online spending has dramatically gone up. And so, the algorithms, so you got lot more people a lot more eyes looking at things. And that’s made it a lot more challenging for people, to the suppliers to get seen. So, I was for example, talking on my LinkedIn to a hosting provider, those people who support websites and so on. And about 10 years ago, they just used to put Google Ads up and news to get lots of traffic, because of not keeping up and because of not working on how to differentiate themselves they became me too. And the Google Ads no longer work or are a cost because people like GoDaddy; I’m not great fun at GoDaddy, but the marketing is good. We’ve got SiteGround, which were a big fan of. There’s Cloudways and a few of these other ones, which make it so easy to do the support. That means that it’s harder for people to get found. And we know that we’re working with clients who are using Amazon, their algorithms equally, if you think of, sort of where you buy from now. And quite a lot of you will be buying from Amazon, so you’d be very hard-pushed, even if you didn’t like Amazon, not to buy it from Amazon. So, it makes it very hard for other websites to get found. It’s not an ideal situation. 

Also, I’ve been talking to all my 30,000, LinkedIn connections. And generally, 70% rely on referrals and word of mouth, which is excellent. But their businesses are never going to grow at 10, 20, 30%. If you want to grow, you either have to have a very fast-moving market that’s growing anyway. Or you need to be very proactive. That’s kind of where we sit in the marketplace. We’re looking for companies who are serious about growing and who want to get bigger. For some of the larger companies, I’ve been speaking to the M&A guys, Mergers and Acquisitions, guys. The more prominent companies are just hoovering up smaller companies to get that growth. They’re not bothering with marketing as such, they just go “Right, okay, well, we’ve absorbed one company who’s got a customer base, let’s go and find another one and get a customer base.” And that’s how the more prominent companies are great, and some of the bigger companies are growing. But growing by acquisition is a skill in itself. But if you’re a small company looking to grow, then you have no choice but to use, and be proactive with your marketing. 

So, one of the things when we talk to people is, well, what are the goals of your business? What do you want to achieve? And since we work with a lot of founders and business owners, first of all, say “Well, okay, what do you want to achieve?” One of the mistakes that we’ve seen, that frustrates me is when we work with a company, I really get to know them, really get to find out what it is that makes them tick, what is it they like, what is it they want and so on. And if there is a larger company, they’ll have other consultancies, doing all the work on different bits of the business. And these guys don’t particularly have any marketing experience. But they will start to suggest things that could do their marketing. But they don’t understand what the business owner wants, they don’t understand the major objectives of the business. So, you need to be crystal clear before working with any marketing consultant, or agent or even bringing on-market marketing people into your team what is it you want to achieve? Where do you want to be in 10 years’ time? There’s a thing called Traction by Gino Wickman, which is a brilliant book on growing your business. He’s got all the tools and things you will ever need. And part of the first exercise you do after vision and values is what’s the 10-year goal? Where do you want to be in 10 years? Where do you want to be in three years? So, be really crystal clear on what it is you want to achieve? Because if you haven’t got a plan, any plan will do. And that’s what happened. 

So, the next step is what is your most profitable product or service? There is if you want to accelerate growth and bring in more money, which is at the end of the day, what we’re all here about, then identify what is your most profitable product or service. And that sounds quite easy to do. But I run a waste management business where my overheads are about 70% of the turnover, which meant my direct costs were only 20% with a 10% margin for profit. And because those people and assets are spread over quite a few contracts it’s actually quite hard to find a product or service. So, it may sound easy question to ask, but sometimes it can be a difficult question to answer, but it is well worth doing that exercise. And if you’re not sure how to do it, then obviously we can help you or your accountant should be able to tell you.

Next becomes what is your most profitable customer? Who’s your most profitable customer? And, we talk about buyer personas and if you’ve watched any of the other previous workshops, and they will be coming out in the five-minute workshops as well, over the next few months. Really understand who your most profitable customer is. Again, this can be quite tricky, very easy to ask, quite can be quite challenging to answer. And then also look at what marketing approach is currently working, what is it that you’re doing that will actually be generating the results that you need. 

So, this is from Alex Hormozi. And it took me a while, well my daughter found it, Charlie, my daughter found this. If you just search the success equation on Google, comes up with all sorts of stuff. But after a bit of research, we got to this equation.

 So, Dream Outcome, what is it you want to achieve? That’s why we asked that question earlier on. What is the chance of achieving that? So, for example, the hosting company I’ve been talking to, because they’re not remarkable anymore, not, you know, that was the owner’s words, they don’t stand out, what is the chance of actually getting to where they need to be, you know. One of their options might be just to sell out to a customer base to another company, and, and do something different. And we do both SEO, and search engine optimization and pay-per-click ads. People will say to people it’s going to take between six to 12 months, or even 18 months, before your search engine optimization will have any effect. And it’s quite time-consuming and, therefore quite expensive to do. But in the long run, it’s really good. But the problem is, it doesn’t give you short-term results and other people go well, it’s in Google, and you’ll get found. No, there’s a huge amount of competition, and lots of fine-tuning, to be done, for a website to be to really do well within the search engines. So that’s when we come to look at things like paid ads, and we’re going to go into this bit more detail.

So yes, there’s more sacrifice; you have to pay some money. The effort is minimal. To be honest, if you can get the right keywords at the right marketplace, you can point to the right landing page. You know, the time delays are days for Google to sort of wake up and go, “Oh, yes, this is this is worth promoting”, because it is not instant. It’s not like a switch, it takes a few a week or so for Google to check it out, people to base on, people visiting the sites and so on.

So that’s the equation that should be in your head every time, that anybody talks to you. So, we’re working in one company, and their strategy is international diversification. Because we think we pretty much saturated the UK market for what they do. And then somebody rocked, oh, why don’t you go? Enter these? The Red Rose awards for Lancashire, for example. Well, that’s only gives you visibility in Lancashire. So, there’s lots of effort, quite a time delay. Is even gonna achieve the likelihood, what’s the likelihood of achievement, not great for globalization. So, this is the equation you should look at whenever you’re doing anything. And a lot of business owners do this anyway. But naturally, if you’re a founder, business owner, or entrepreneur, this stuff’s hardwired into your brain. And if it isn’t, if you want, if you aspire to be there any of those things, then that’s what you need to be able to do on a regular basis. 

So, I love this customer flywheel; we all talk about funnels. But this is closer to reality. And if you Google, I think it’s customer flywheel. You’ll get various sorts of things on this. So, at the top here, we’ve got strangers, and that’s where we’re in the attraction phase. We then want sales and prospects, and this is where we have to engage them with other videos, web chat, email, phone, you know, whatever your market is, however, your market engages with you. They might be on board, online calculators. We’re going to talk about habit tracker in a bit. And then hopefully that turns into customers. And it doesn’t stop there. It’s all about delighting your customers. What do you need to do to really make your customers go, “Wow, this is a great company to work for.” And it’s an ongoing process. And they will then promote your business. And like I say, if you’ve been in business a while, and your growth, you’ve no real aspirations for growth, then referrals will keep your business going. Certainly, according to, 70% of the people I’ve been speaking to. 

So, it’s getting inquiries from your warm audience, a cold audience. So, this is like Google Ads warm audience, which might be your email newsletter. Getting content out there being seen, we push out a lot of content onto LinkedIn, YouTube, Instagram, Facebook, etc. All top tips to help you and I’d say our latest one is doing these micro modules because the content is changing. I was with a very traditional manufacturing company yesterday. And about a couple of years ago, I encouraged them to get somebody in one of their employees to really get going on the video. And he’s pulled out some cracking five-minute, two very short videos on how to use, you know, engineers and buyers, people like that, looking for solutions, love that kind of thing. And, finally, paid advertising, it is the fastest, but most expensive route. But if you’ve got to get things going quickly, and the keywords aren’t too competed for. You put up a good landing page, very focused on your target product, most profitable product or service, then that can be a quick way to bring some money in. So you can do things in more detail. 

For data collection, you need to have a baseline. Things I do when we take a new client is hook up all the Google Analytics, the Google Search Console, and the Google Looker Studio which are all free all from Google. And so, we set up the conversion tracking, which needs a little bit of technical work, which one of our team does, which then tells us what’s converting at the moment, because that’s really important, you know, what was currently working because there might be areas where we can go ahead and double down on that. Google Search Console. I mean, all these things we’ve covered in previous workshops, if you go to “How to get to the top of Google”, I think that presentation, that workshop we ran, if you go to the Vision2Success website, and find that it’s got all this sort of detail information on it. Well, Google Search Console tells you, what Google is sending to your website; analytics is about what’s happening on your website. Google Looker Studio is a new, relatively new setup. But it’s the reporting tool that we use, we haven’t found anything, there are quite a few pay-for tools. But to be honest, Looker Data Studio really is bug-free. We have a member of our team who is an expert on it. And he built all our reporting for all our clients.

So, as I said, we have actions. So, clarify your vision, identify the most profitable product or service, and identify your ideal client. And then, whether it’s with your developer, or you can do it yourself, then you need to set up. And these are all free, by the way: Tag Manager, GA4 which is the analytics Search Console, and Looker Data Studio. And again, if you pop it in your diary to see me for 30 minutes, I’ll quickly take you through that process. And then you can decide whether you can do it yourself or pay somebody to do it. Your developer should be able to do this stuff. But if not, you know where to go.

So, step two, we’ve got to baseline, we now need to reimagine the business. And build Einstein’s quote, you know; Insanity is doing the same thing over and over again, expecting different results. Especially at the moment was sort of kind of weird economic climate that we’re currently in the way. It feels like it’s bobbing along the bottom. But who knows? You know, if you keep doing what you’ve been doing, it will not change. So, we need new habits.

So, focusing on growth. So, we’ve got our baseline, we should know now what’s working and what isn’t. Which of our markets are growing There is no point throwing money into a declining market unless you’ve got a Last Man Standing strategy, which is a specific strategy for co in markets where the competitors are falling by the wayside because they’ve not been efficient, they’ve not got the right strategy in place? I worked with a paper box-making company, or they made the tools for people making boxes, and there was a particular machine that they became specialists in. And they were the only ones in this country that did it. And so, they are last month’s standing strategy. But you’ve got to be careful what you’re doing. If you think bulb manufacturers that were used to having TVs, they’re still quite popular in big stage amps for music festivals and so on. Although I don’t know what the case is then. But so, the Mallards, the people who made them, were the last man standing because they’d got a big share of the market, but they shrunk their business to fit that market. But most of the time, you want to be in a growing market.

And there’s a thing called the Ansoff Matrix. So, can you sell more in the same market? What’s called market penetration? Can you sell new products or services to your existing market? Which is the next least risky approach? So, we do marketing, and we’ve developed the fractional CMOS accelerator service, which allowed, which is a new product for the existing market, a market we already knew, and were already present in. However, we felt that we needed to focus in on something that would get us to our ideal customer without our ideal product or service. So, we’ve done it to ourselves, and you’ll see in our marketing, how that’s changed if you do follow us. Then, the next more challenging one is selling existing products to new markets. I don’t recommend selling new products to new markets unless you’re a start-up and you have no choice. 

So, what can you focus on, what can you reimagine? So, when we work with people we talk about. Okay, because I’ve worked with over 600 business in lots of sectors, there are two things we can pinch from other sector to say, “Oh, if you thought about it, and we thought about that”, and sometimes that perspective go, “Oh, yes, we can do that”, and so on. You do what’s in this modern term of pivot. And we’ve done several pivots now, as we’ve been exploring different ways to, grow the business; it’s not a we pivot, and that’s it, probably requires several mini pivots to get to where you need to be. And all the time, you know, how can you provide better value to clients without additional increase in your costs. And that’s where we’ve worked hard on our reporting. Because now it’s all set up, it’s something that we can keep rolling out, and we will be providing far, far better information to our clients and other than our competitors, as well, which means we can analyse weather up to a lot better. So, this is the sort of thinking that you need to be taken on board. 

Okay, talking about how Einstein and, you know, changing your habits, you know, look at why our habits are successful, it’s all about doing good things repeatedly and consistently. That’s why you develop good habits a working, friend of ours does. A lot of training on productivity and a lot of that is about doing things consistently and doing the right things. You know, you got to think why, you know, this young lady is an athlete in the picture there; you know, she’s got things stacked against her. But if she, you know, by being consistent and working away at it, sort of getting coaching advice and so forth. No reason why, you know, that’s why athletes are successful. That means regular reporting, which I’m going to mention in a slide coming up on our habit tracker. And when you develop a new habit, you’re layering new habits on old habits, and that’s why sometimes you regress, if you’re not, if that new habit has not overtaken that bad habit. Changing habits, it was whole books on it. It’s quite a science in itself because humans are geared to doing the same thing, and changing it to something new can be quite challenging. 

So, one of the things that we would look at tracking, well, sales revenue, obviously, conversions, how many sales are you making? What is the past to get to that conversion, that can be pretty challenging? But Google Analytics, if it’s if your data is coming from digitally, have got a thing called Conversion Paths. So, you can see how people come into the website and where they’ve got to, if you’re more traditional, and you use the phone, or people send an inquiry by email, and you then pursue it that way, you may have a slightly long lead time, then that’s where a CRM comes in. And if you’ve not got a CRM, and you’re dealing with quite a few new people, new prospects every week, month, whatever, then you should be looking at the HubSpot CRM; it’s free. It’s incredible the functionality that it beats anything out there. There’s the thing that if you want to pay for it, then there are things like Pipedrive and Insightly.

How many leads I worked with a cleaning company and said, “Where do you get leads from? Oh, I don’t know.” I said, well, when because the people used to ring in into this business because a cleaning company, and you know, the yellow pages and things like that, even today. And it’s quite a battle for the people answering the phone to just answer one question. Where did you hear about us? So, getting the source of a lead is super important, and then also really recording. What leads are you getting? You know, you are growing your email database, and email marketing works. And the better you get at it, the more you’ll retain your existing client base.

We talked about delighting your customers. While this is a fantastic way to feed additional news information that they may not have heard of. I’m getting towards pension age and Aviva company that does quite a bit of my stuff, send me an email. I don’t generally read them, but they have good-level headlines. They talked about Flexi retirement, so not semi-retirement, because I love this stuff. But maybe, you know, there might be some times in the summer where “Hey, be cool, just take a few weeks off or something, a few months off or something”. And so maybe this Flexi retirement, so that was, you know, so they grabbed me. And they’ve kept me engaged with them. So rather than looking hunting rounds, you know, okay, yeah, that’s working for me. You know, if you got a lead magnet, like some kind of calculator or some kind of eBook or something like that, then record those who are looking at your website traffic. So, there’s some of your key ones, you may have something different.

So, thinking about developing these good habits, what is the biggest win of the week? What do you think you could have done better this week? We have a habit tracker, which we’re very happy for you to use, you know, to test out with these questions. If you go to tracker.kub-uk.net, you can you can log on to it free of charge. And, you know, what are the challenges did you face this week? You know, one of the hurdles you have to get over, you know, keeping like a diary of these things, or using some kind of system really helps. And then what are the actions going forward? So, after meeting with somebody, we’ll note all the actions and tell them “Hey, this is what you guys need to be working on. These are the things we’re going to work on on your behalf.” And slowly but surely, there’s a thing called marginal gains by Dave Brailsford. He helped a few years ago with the Chinese Olympics get the women athletes and women cyclists to do brilliantly in that and it was also marginal gains, working on little bits, and working on these habits, giving us better habits. And then we ask the question, how can we help you? 

So, here are the actions. So, reimagine your business. What do your customers really value in need? And you’ll find this sort of question in any good sales and marketing book. Especially in terms of digital marketing, what is it you really stand out, and what makes you really different from the competition? You know, we’re all in me-too businesses, and there are very few who have one USP unique selling point. It’s all about differentiation, how the package of bits that you do makes you stand out for the people you want to sell to, and that’s why I asked for the room, I was doing an in-person President workshop with about 35 people, only five people knew what their ideal customer was, which I found frightening, to be honest. Because I’ve been talking with this group for quite a long time now, and I know all the other marketers, there’s about four or five of us in the group will have been talking about the same thing. You know, so because all about who you’re selling to, and what they would value, just think of selling your telecom system. You know, if you’re selling to a medical company, who provides medical devices, their requirements are going to be different to say, a call centre, selling phone lines and things like that. And then what are the metrics? What are you going actually to measure? Because if you don’t measure, then you’re not it’s not doing it we provide either weekly or monthly reports for our clients, so it gives them that information straight away. 

So, we’ve got the baseline, and we’ve reimagined the business; what are we going to do day one after that? What’s the thing that’s going to kick off the business? So, we’re big fans of this writer RACI. 

So, who’s going to be the deliverable person responsible for delivering the marketing? Who’s going to do the work? Is it an agency that is your apprentice? Have you got a marketing manager or sort of marketing coordinator in the business who’s physically going to go on the keyboard and do what’s needed and what’s necessary, and then who’s going to be accountable for that work? Now, who’s the marketing manager? and this is where the Fractional CMO stuff comes in. For actual, CMO stands for part-time chief marketing officer and was more of a US thing. But think of as a part-time marketing manager. So, who’s going to make that happen? And then who’s going to communicate, what reports and information you send to the report C suite? Because we’re doing quite a bit with the US, but with the management team, senior management team in the UK. And then what do the board get? So as a Board of Higher board above that, you know, what, what do they get? C and I might be the same thing, might be the business owner, entrepreneur or founder. 

So, what do we need to get volume sales? We’ll need consistency. Quite a lot of time people say right, when do social media, and they do it for about two weeks, and they go longer time for this. So, boom, that falls flat, is all about, they’ll do email marketing for a couple of newsletters. And then that’s it all about consistency. One of those good things about using a good external agency is that they’re paid to do this stuff. So, it’s their focus. Sometimes, if you use an internal person who’s also got to do the accounts, he’s also got to do a million other things, which are in the urgent and important box. Marketing tends to fall in the urgent, not urgent but important box. And of course, all the firefighting stuff takes over. So, it’s about, you know, how are we going to build this in? And not saying, Yes, we’re going to do it and then fail to do it. And that’s where the reporting comes in, you know, regular review what’s working, what’s, what doesn’t work. And then if you find something that works, can you double down, so I buy and sell shares, while used to until sort of COVID came along and sort of put the market into a bit of a spin. But there what you do if a share was growing, you then double down on it. It’s exactly the same marketing, but only has an impact of certain levels. So, for example, if you’ve your marketing app in Google AdWords, a specific keyword, that just working particularly well, there will come a point when you double down, where it has no impact. And that’s why you need to make sure that because you’ve run out of people searching for it, you’re getting to all your audience, and then you need to look at another campaign.

So, what is the right funnel? One of the things we always ask especially on these 90 Day accelerator programmes, what paid advertising can we sensibly put in place? Is not for everything, doesn’t ever doesn’t work on everything. And is it Facebook? Is it Instagram? Is it even TikTok? You know what paid would. So, for example, or couple years ago now, on Facebook, you can spend a pound and get seven pounds back in sales. It was like clockwork. And then Apple came along said no, no, you can’t get access to all this information that you had before. So, the targeting just dropped to the floor for Facebook. And it turned out that every one pound you spent, you’re getting a pound back. So okay for brand awareness, but not which good for anything else.

And there’s a rising growing number, I mean, the number of emails I get of external lead generators. So, it’s whether those become important, or like I’ve done in some companies, we employ a desk-based sales person, and used to use the old-fashioned ringing round still, it still works for some industries. So, don’t go ignore the old-fashioned stuff as well. Which is sometimes easy to do. Although getting, you know, the younger generation to pick up a phone is becoming more challenging because of course, my generation, that’s all we had. But it’s but there’s still some really good people out there, whatever their age. So don’t ignore standard telesales. Do it a nice way, but you don’t have to say it’s not double glazing, you can have a nice conversation with somebody.

The other thing that I have personally been very successful with is partnerships. Over the years that 600 companies wasn’t just me generating them, probably about to say about 400 came from partnerships. I’ve got with business support organisations. And that’s worked very well for me. So, who else in your industry. So, the app we’re developing, we’ll be looking to work with marketing consultants, because it really helps them with their business. And they will then have customers who bring to the table. So, we’re going to be marketing to marketing consultants, and they will be their marketing to their clients. So then that what’s called a multiplier effect. So yeah, have a good thing. We will have our other tech technical companies that we work with, they don’t have any sales people. And they get probably 90% of their inquiries from their partnerships. And so, they’re looking for more partners to work with. Because there’s that synergy there. And if you remember, right at the beginning slide, we talked about collaboration. And that’s what that’s all about, you know, who can you work with to get a win-win situation. They benefit, and you benefit. And as things become more specialised, you’ll see probably more of that. 

Okay, so how do we get more from my personal effort?

Well, we do a thing called campaign stacking. So, we might have a Google AdWords campaign, which will generate, download, say, for example, all inquiries. They will then go into an email marketing campaign. And then from that, once they’ve had five or six emails, which kind of introduce them to the business, we then probably put them into their longer-term email marketing list. And that’s what we do with these workshops. We’ve got a big list, which is fairly cold, we have a smaller list of those people who like to hear from us and like to regularly attend the workshops. And so, you know, we market to both of those. And, you know, we talked, affiliate strategies are similar to the partnerships approach, you know, how can you get other people involved where there’s a win-win. Must be a win-win. And a lot of people forget that they can repurpose content, they can lengthen it, shorten it, I was in a company where we need to get more international distribution going. They’ve already got a lot of stuff or content for the UK market. And one of their jobs now is to probably use AI, because AI believes that this is to repurpose that material for a global market, it’s going to be quite quick with the AI. And they’ve already got all the content, so it’s quite easy to do. Is there anything that you can double down on, and it may be the case you can’t. But always worth finding out. Because that is a great way of getting further growth without much effort, we go back to that success equation. And one of the things we all forget, and we all need to remind those, do what you love doing, and what’s going to add real value, and then delegate, you know who else can do this work. And don’t ignore things like Fiverr, Upwork, freelancer, you know, some fantastic people around the world, who don’t demand very much in terms of payment, but can make a real difference, you know. We’ve significantly deepened what we can do, increase the depth of what we can do by using on an Ad hoc basis, but regularly with these people, you know, to work with our project, they know, our values, they know how we work. And, you know, we just say, “Hey, we’ve got another project,” that doesn’t require too much explanation, because they know what we’re expecting.  And it works really well.

I don’t know how many of you are Simon Sinek fans, I think, he’s producing really good books. And one of his later books, the Infinite Game is all about playing the long game. We talk about competition, but running a business is not competition. Yes, we call competitors, we call it competition. But actually, if you’re a business, there are people who sell business for a year and all that sort of stuff. But the majority of us were in it for the long game, we’re in it for sustainable growth and income. And his book really goes into that. And he talks about worthy rivals, so not competitors, maybe, but worthy rivals, I love that phrase. Because it’s about finding those people who you can connect with, who you can look at and go “Okay, I like some of the stuff that they’re doing. I’m not going to copy it. But I’m going to adapt and develop it for my business.” And Apple and Microsoft for a long time were worthy rivals, whether that’s true now, I don’t know. But yeah, look at look at who’s doing really well. What things could you do that would make a difference?

We talked about marginal gains, absolutely. You know, you’re not going to change the world. And, we don’t want to get involved in what the US called betting the farm on things. You know, throwing all your eggs into one basket. It’s all about what bits can we improve and keep improving. Google likes that when it sees it to a website, employees like that, because there’s not massive change. But It’s that continual change, it’s about improving things and getting them involved in improving things. And again, there’s whole bunches of leadership and management type workshops that you’ll have seen that.

Okay, it’s coming out to 12 o’clock. Very, very many thanks to everyone attending the webinar, I hope you did find it useful. So, the recording is a presentation we put on the website and the data, and the link sent out to everyone who’s registered, so you don’t have to panic, Rachel will be on the case, and you’ll get a link to that. So as part of an awesome series, the next workshop will be driving sales, revenue growth through effective marketing. So, we mentioned marketing, campaign stalking, doing the right thing for you guys. Then, you know, that’s what we’ll be covering. So, we’ll be covering some of the things that are probably glossed over, but in more depth, you know, what was it looked like when we hit the keyboards with these things. And if you want to find out more book on the events section of Vision2Success, and I look forward to seeing you in November, and Rachel’s popped the URL into the into the chat as well. So, thank you very much and have a good week.

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