My approach to business development is best described as Organic Marketing.
Organic Marketing is...the business activity of presenting products and services by utilizing a system of naturally relating parts with specific functions that work interdependently for the success of the Business.
My strategic view of marketing is better framed as business development. Because I work mostly with small and medium businesses, my clients are typically not interested in any marketing that cannot be tied closely to attracting more paying customers.
The Business Development Continuum is the primary tool in my consulting tool kit. The Continuum lays out a three-phase process that serves as the groundwork for leveraging the principles of organic marketing. With limited customization, we are able to map out the key elements of your specific three-phase process. From this point forward leveraging your integrated marketing activities will generate an exponential return on the investment you make in marketing.
Most business development systems are in desperate need of a do-over! In fact, most enterprises don't have a system at all. They often work from a treasured collection of marketing tactics and collateral materials. Granted, this could be great looking stuff—but here’s the bottom line: the lack of a true system will cloud your message and inhibit the achievement of your bigger-vision.
Which leads me to the fact that Do-overs are Good! I strongly encourage them. Growing up we played hours and hours of backyard baseball. It was then that I learned the nature and value of a do-over. Most of our play was more like spring training than world series --some hitting, some fielding, and lots of peer coaching --maybe some of the peer coaching was more like teasing. Either way, it was common for someone to ask for a do-over. A chance for one more swing at the ball before tossing aside the bat and picking up their glove and heading back out to the dreaded outfield. (who doesn't prefer hitting the ball to chasing it?)
Asking for a Do-over means you suspend the current rules of play, such as 3 strikes you're out, to take an extra swing or two and gain some new perspective and get yourself a little bit closer to doing your best work!
Do-overs are FUN when you have the right frame of mind! (see the blog post I wrote after my website got hacked)