Focused marketing
December 20, 2004Return to blog homepage
I met with a gentleman for lunch today whose had a long career in the IT business. It was clear he had a lot of wisdom in regards to running a tech company, and I was eager to hear the advice he was offering.
After asking some questions about Creative Arc, I could see by his facial expressions that he had been in my shoes before. The struggle with startups, he explained, was the temptation to be 'all things to all people.' As a small business owner it seems only logical to follow the opportunites that are presented to you. Unfortunately, that boxes you in as a 'reactive' business instead of an 'intentional' business.
A reactive business studies its opportunities and tries to produce whatever it has the resources to handle. An intentional business focuses on a specific solution and fills their sales pipeline with quality leads. In other words, they work on creating a strategy and sticking to it. They define the pains of an industry and develop a solution to address that business need.
I'll be the first to admit that I have a hard time not being tempted by leads, RFPs or other opportunities that come my why. However, after spending more than 8 months focusing on one industry, I definitely see the benefit of selling yourself as an expert providing tailored solutions.
How about your Web business? Are you reactive or intentional?
