Opportunities often hide behind change that you may not be willing to make or even able to comprehend at this point nor see needing change as the current methods achieve the bare minimum goals. This resistance to change can also be thanks to fear that replacing the old may not work, take too long to learn or make it harder for you. This fear is shared by new and old business’s alike, but a little risk can reap rewards as explained by the concept ‘The better you get, the better you’d better get’. It suggests that alongside improving, you should also become efficient and effective in your improvement otherwise the business faces failure.
So why can’t you just keep all the old attributes of the business that works and add on the new aspects? The answer is that you can keep the old but keeping everything from the original business. Keeping everything would be akin to a store that has old computers that work but not very well. The store then decides to just buy two more new computers instead of replacing all the old ones. They then still have the problems of the old computers to deal with and so have not solved their problem. Their reasoning? The old computers had familiar programs and all staff know how to use them. This means there is no pressure on the employees to learn to use the new laptops and when the old computers inevitably stop working, not many employees can use them. In the long term, without innovation and change, the business will suffer.
The first step to this change is to figure out how your business needs to change and if that change is possible. However, finding the faults in your own creation can often be difficult or impossible, especially if everything has stayed the same for a long time. It’s a concept as difficult as accepting responsibility for your own actions and according to studies performed by Stanford university, it’s extremely difficult to do. The study shows that many people will only admit to it if they believe they can change. So, what do you do when you can’t change without changing? The solution to this ‘catch 22’ is an outsider’s perspective.
An outsider can be a friend or a close business partner, as long as they are able to give you a fresh outlook, are trustworthy and can be blunt with you. Their involvement with the business means they will be able to find faults and be able to give suggestions that you can consider. These suggestions may be a little too much for now as the changes are drastic and could possibly go terribly wrong in your opinion. That leads us to the next point you need to remember when you change things, in personal or work life. Change needs to occur slowly in order for it to work.
People will usually respond badly to change that occurs too quickly with too much being changed at once. The business is working and growing so not everything needs to be changed straight way to get better. Just some small things first, then progress into more risky things. In the words of Irene Rosenfeld, CEO of Kraft Foods inc. till 2017, “I talk a lot about taking risks, and then I follow that up very quickly by saying, ‘Take prudent risks.’” Understand the repercussions of the changes you are going to make and make sure you have plans against things that may go wrong.
This safe guarding will insure that everyone involved in the changes will be more comfortable and be able to communicate to customers what is happening. You need to make sure everyone is made aware of changes in case of something going wrong. Slow change helps with keeping others in the loop as sometimes information can move slowly in the groups involved. A gradual change also allows for people to become used to the small changes and prepare for large changes. This makes a business better at changing.
A business that changes and moves to get better and reflect the consumers is a business that succeeds. You need to be able to be flexible and move with the wants and needs of consumers otherwise you risk losing them. You need to understand ‘the better you get, the better you’d better get’ to make sure your business continues to thrive like it has.
Questia.com. (2019). “The
Art of Prudent Risk Taking” by Kindler, Herbert S. – Training &
Development, Vol. 52, Issue 4, April 1998 | Online Research Library: Questia.
[Accessed 20 Feb. 2019].
Business.gov.au. (2019). Innovation.
Available at: https://www.business.gov.au/change-and-growth/innovation
[Accessed 20 Feb. 2019].
(2019). Irene Rosenfeld | Biography & Facts. [online] Available
at: https://www.britannica.com/biography/Irene-Rosenfeld [Accessed 20 Feb.
(2019). SAGE Journals: Your gateway to world-class journal research.
Available at: https://journals.sagepub.com/doi/abs/10.1177/0146167214552789?journalCode=pspc [Accessed 20 Feb. 2019].
Google My Business appears on the right-hand side of the search engine when you search for a business or company. Its value is not fully realised by most businesses, but it's the first thing we set up when we're working with your business.
Google my Business assists your existing and prospective customers find you easier and find the important information about your business. It lists your open hours and lets your customers know when you are closed over the holidays.
It will show your contact details prominently, which for a mobile user this is vital. You need to make it as easy as possible for customers and your prospective customers to contact you. Business is a contact sport after all! You may think this is odd coming from a consultant that enables business automation, but you still need that initial contact to create trust and understanding.
If you have your address listed on Google My Business, your customers will see a map and directions to your business. This is great for mobile users and businesses with a shop front. Even if you don’t have a shopfront (like Toowoomba Digital), it helps legitimise your business, creating confidence for your potential customers.
Here is the big reason though! We’ve seen where competitors have used your business name in their keywords and advertising. This places their adverts above your organic search position. You have spent a lot of time, effort and/or money getting yourself onto the number 1 position on search. Don't have your customers looking for you by name and unintentionally clicking on your competitors advertising.
If you have your Google My Business set up properly you will still appear above the fold and if you have included posts and pictures, your business will be prominent.
We suggest that you use the same Google account that you have with all your Google business products (Google Analytics, Google Mail, etc). On the image above, you can see the Google My Business product, and this is what you are looking for. Click on the button and follow the bouncing ball. If you want help, you can always assign Toowoomba Digital as an account manager and we will confidently set it up for you.
You will need to verify your account address which involves getting a postcard sent to you that has a verification code to verify your business location.
This is probably one of the most effective, easiest and cheapest methods of getting your brand out there. Which is why we have it as a mandatory item in all our clients strategic marketing plans.
Set it up - you don't have to use all of the bells and whistles (you can even have a simple brochure webpage there if you wish). You can set it and forget it. Putting a few photos up there and the occasional post makes it a bit stickier and more likely to be noticed and read.
Reach out if you need a hand with setting up your Google My Business.
Recently, I was working with my neighbours putting in the foundations for a shed they were building. The son had taken over the family property through a succession plan. It was interesting to listen to each different perspective. Each generation talked about their surroundings, challenges, achievements and plans for the future; and the differences began to surface.
The discussion shifted to a tree near the old family house. The father described it as having the most amazing flowers. He had recently purchased an empty block and built his dream house. He was now considering the trees and garden that he would plant around the new house.
The son saw the tree in a much different light having done much mowing below the tree and described the massive seed pods that the tree produced. He had plans of removing the tree with a chainsaw. The father I felt was considering planting one in his new yard. The obvious solution is that they hire a tree relocation firm, but it was possibly felt that the cost would be prohibitive.
My observation was that the older generation is prepared to live with the bad elements to benefit from the good. Whereas, the new generation held onto the short term and negative aspects in spite of the long term good. In business, we often go for the quick solution; when a bit of hard work, focus and determination will achieve a much better outcome. Be prepared to have to shift a few seed pods each year to see the benefits of a blooming great business.