The Three Questions I Ask Every Potential Client!

(NOTE) The Disney I speak of is the Disney I knew in the 70s and 80s not of today and its politics...

Every single year, I speak to hundreds of business owners and ask them, "What business are you in?", “Why did you start your business?” and "What do you want your business to become?”

It all starts with the story of why they started their business. You see you have to have a "WHY”; but maybe not a compelling story yet.

What motivated you to start your business? Did you have a plan? What motivated you to start your own business??Are you filling a market need or have you created a product or service that no one else has??Telling people your "WHY" will become the cornerstone of your branding and lead to crafting your compelling story. As well, it is vital to keep your marketing, financial, and business plans up-to-date on a quarterly or even monthly basis.

Now let's talk about the third question. We also need to know what you want your business to be.

What do you want your business to be or become? You'd think that's an easy question to answer for most people.?Among the hundreds of business owners I speak to, only a few have a clear answer, while others lack vision or have no plan. Most businesses fail within the first two years due to poor planning. This is something I have experienced first-hand. During my time at Apple Computer, I met with software startups and resellers of our products, and it was clear who would succeed based on the effort they put into planning their business.?When it comes to growing your business, your why is what drives you.

You have two options: be mediocre or build a model that sets you apart from your competition, what I call EXTRAORDINARY. Let’s look at an iconic company, Disney. When Walt Disney planned his first theme park Disneyland that opened in 1955, do you think he said well let’s create an amusement park with some rides or did he have a plan - I think we all know the answer to that question.?I have studied Disney for years and even worked there for 4 years.

At Disney every single detail is planned from the ticket booth to the shops and attractions. Nothing is left to chance.?You see Walt had a vision; You see Disney the company, is not just an amusement park, movie studio, or Mickey Mouse - they are all about creating awesome reactions to the products that make.

One of the Disney Imagineers told me the leading statement is “ Nothing happens unless we choose to make it happen!” That statement should be in your mind every single time you think about doing something in your business.

Now comes the last question. It seems like a rather beginning question but I ask this question for business owners to provoke thought.?What business are you in? You must understand what business you are in before you can move forward. I first heard this from my CEO at Apple Steve Jobs, and he said we are not in the personal computer business we are all about creating a better customer experience. That went on to become people “THINK DIFFERENT” using an Apple.

Here's a story about a plumber I met in 2009, let's call him Roy. Roy had a vision to dominate the plumbing marketplace in his area.?From one service truck to 30 in five years, he had a clear vision.?The portions of the vision was already there when I became engaged to him.?We worked tirelessly for 4 months developing his brand, his compelling story, and messaging. Most of all his strategic marketing blueprint, which is the roadmap for the overall goals, strategies, objectives, and tactics.?In 30 months, we were able to fulfill his dream.?Now that he understands how to work on the business instead of in the business, this is a common mindset challenge for most owners. Originally when I met Roy he told me he wanted to be the best-in-class plumbing company in his market. Roy’s vision was realized and he has his eyes on the next market area.

Do you have your WHY, a compelling story, and a vision of what you want to become?

I'm BobbyGrant - That's What I Do!