Strategic Alienation?

What do you think of when you hear the word strategic? After using this word for almost two years to introduce myself and what I do, I can tell you that I always received one of three responses from small business owners:

• Interest in what I do followed by questions.
• Polite interest with a rapid change in topic.
• An immediate loss of interest and panicked look for an escape route.

Interestingly enough I receive each of the reactions about 1/3 of the time, so people are evenly divided.

As I was?discussing this today with my marketing advisor she pointed out that this is actually an interesting response. The follow up question is: What causes these reactions?

So today, I?m going to offer my best hypothesis, but I welcome your comments and responses since the better I understand the more value I can deliver to small business owners. Here it goes.

Interest in what I do followed by questions. One third of business owners get what I do and the inherent value in planning and thinking strategically. Frequently these people are accustomed to spending a minimum of 3 ? 4 hours each year working on their business instead of in their business. Many complete a strategic plan or other high level business review on an annual basis.

Polite interest with a rapid change of topic. Interestingly enough, this group frequently comments: ?This would be great for Mary Jones who owns a _________ business.? Note that it?s always a different type of business than they run. In other words, it?s a good thing for some people but they don?t see the need for themselves. I believe that these people are so involved in working in their business on a daily basis that they cannot yet see the value in working on their business from a higher strategic perspective. They?are unable?to see the value in planning for growth.

An immediate loss of interest and panicked look for an escape route. The final third of business owners believe that strategy and strategic planning is either scary, boring, a total waste of time, or just plain overwhelming. Regardless, it is out of their comfort zone and they do not want to talk about it.

The reality is 100% of small business owners can benefit from the focus and assurance that you are working on the most important tasks that strategic planning and thinking strategically can bring. In fact, the most common reaction from Strategic Plan-ting? Workshop attendees after a day of planning is excitement. They feel energized and can?t wait to get back to work to start implementing their plan.

Strategy and strategic planning does not need to be scary, boring, or overwhelming. When someone walks you through the process it becomes empowering and energizing.

Regardless, based on past reactions, I have changed my introduction and eliminated the word strategic. As my marketing advisor is quick to agree, it is not strategic to?alienate 2/3 of the people you meet.

Have an excellent day!

Karen

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