As a recent graduate of the Goldman Sachs ‘10,000 small businesses’ programme, we were obviously all put through our paces in terms of shining a light on our business growth plans. This led me to think if I was asked to distill that right down, how would I describe this from my perspective?…
1. Be clear on your proposition
Be absolutely clear on your proposition, don’t try and be all things to all people, really know what you’re good at and what your customers need. Then develop a brand proposition that is compelling for your customers and focus on being the best you can be.
2. Create a brand-led approach to marketing
Then drive awareness and sales through a marketing plan that puts customers at the heart of your business. Too many businesses focus on selling alone as the route to growth, and miss opportunities to build a loyal army of customers and advocates who will also help you sustain growth and build long-term brand value.
3. Get the best people you can
Employ the best people you can possibly afford and invest time ensuring they share and understand the vision, values and brand proposition. Involve your employees in the business planning from day one so they grow with the business and are as engaged and passionate about customers and delivering value as you are.
4. Share and share alike
Be generous with your knowledge to help others. This not only builds awareness of your expertise, it helps you build a loyal network.
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