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With
each business development initiative you implement be sure to always
measure and compare results. Always test one idea against another.
It
is amazing how few companies do. Few test any aspect of their marketing
and then compare it to something else. They bet their destiny on
arbitrary, subjective decisions and conjecture.
One
way of saying it is like this:
"We
do not have the right or the power to predetermine what the marketplace
wants — to do so is arrogant in the extreme."
Interesting
thought, isn't it? None of us want to be considered arrogant. And the way
to avoid it is by measuring the results of different approaches. But it's
not just measuring — it's measuring everything!
Here's
a simple example: ever wondered why McDonalds stores are red and yellow?
— It's not by accident), they tested different approaches (colors in
this case) and found red and yellow produced better results for them.
Measurement
has a purpose. It's to demand maximum performance from each process in
your business. We can help you identify which processes you could and
should be measuring in your business. |
