Using the flywheel model when creating a strategy for my clients.

I use the flywheel model when creating a strategy for my clients.

? Many people ask why I don’t use a traditional sales funnel. And whilst a sales funnel is a great visual aid - I don’t like that it has an entry and exit point. It feels too restrictive.

I prefer to work with a more cyclical model. Something that loops back round - so all the energy and momentum isn’t lost.

? I prefer to identify the touchpoints for a cynical process. Highlighting something that can be done in their business that is highly leveraged vs something that is just done once.

1?? Investigate

The first stage is to look at the business and where it is right now. We look at:

• The hurdles in the business.
• How the business is perceived.
• Problems customers have and what they really need.
• Customer problems that are not being addressed.

This is the first step, we gather the data so that we have knowledge and awareness of the potential problems and opportunities.

2?? Identify

There are always 100 roads we can go down but we need to choose just one. I apply methods and models to help filter all the options.

We look at:

• Differentiation from the competition
• Relevance for the customers.
• Sustainability for the future.

3?? Design

This is the stage where we work out how we are going to follow and execute the plan.

I’m all about processes. I like to design a process that can be repeated, identifying who owns it and who’s measuring it. I’m always looking for ways to simplify and automate as much of the method as possible.

4?? Implement

This is when the plan gets going and someone is owning it and measuring it.

As things change - with the market, the customers, and the competitors - we need to know when to adjust the strategy. And because everything has been measured, it’s easy to see the changes required and understand what needs adapting.

? This whole process is cynical - so once you are implementing and measuring the outcomes, things can be tweaked and changed easily.

? Then you can start again to look at new areas of concern or opportunity in the business and apply the whole flywheel again.

Listen to me talk more about all of this on the Art of Construction podcast with host Devon Tilly.

AOC Show 284: Building Your Business Story and Strategy