.
LADIES and gentlemen,
we are now moments away from 2014. If you are an employee, most of you
will be looking forward to this time of the year as it may mean year-end
holidays and bonuses.
Some of you may also be busy making your New Year resolutions. But
if you are a business owner, you may be busy coming up with your
business plan for next year.
Planning for the year ahead requires a bit of both reflecting on the
past and looking forward to the future. Apart from my own annual
business plan, as a marketing consultant, I also help some of my clients
come up with their marketing plans for the year ahead, or elements of
the plan.
The first order of the day is to narrow down the objectives and then come up with goals and plans to achieve those goals.
Naturally, the goals and objectives are always positive and geared
towards growth. But any marketer or business owner will tell you, the
marketing plan is always one of the plans that are changed the most
throughout the year. Depending on what the company is offering and which
market they operate in, for some companies, the marketing plan can be
so fluid and dynamic that it can be changed as frequently as once a
month or week.
Marketers have it tough and I often tell people who aspire to be
marketing managers or want to be hired as one that if you are the type
of person who likes routine work or following a set of rules, you are
not suitable to be a marketer. People who are successful marketers are
not just required to be able to change quickly when it comes to their
marketing activities but also know how to run faster than the pack.
Basically you cannot provide strategic marketing direction without
knowing what is ahead or at least having the foresight to understand
what will take place.
But change is something not everyone can embrace with open arms,
especially for entrepreneurs. It always feels safe to stick to the same
business model or plan every year. They think that as long as that plan
is not “killing” the business, why not? For example, I am always amazed
by one of my friends who is still using a very old handphone (I think it
is eight years old) while I have already changed three phones in the
span of that period.
He can afford a new one, but stubbornly refuses to get one. Two
years ago, his nephew had enough of his stubbornness and bought him a
touchscreen smartphone. When I met this friend again recently, I saw he
was still using the old phone. I asked about the new phone and he said
it was sitting in his drawer as he found it just too troublesome to
transfer all his contact details from the old phone to the new one. He
was comfortable with the functions of the old one and did not feel like
learning the functions of the new phone.
He does not realise just how much he is missing out on.
While there are few people like my friend, I think sometimes
entrepreneurs can be like that when it comes to things they need to
change in their business. It could be a non-performing employee whom
they know they should have let go a long time ago, but just did not want
to for fear of rocking the boat.
So they end up paying for non-performance year in and year out, to the detriment of the business.
It could be products they need to retire from their offerings or
offices or outlets they need to relocate. It could also be about
learning new things or new technology and starting from zero again.
All are hard and uncomfortable decisions especially when change is
involved. Change is risky and can be a scary path, but if deep down we
know and realise that the change will bring about something better, then
we should not be afraid to change. Now is the time.

Contributed by Jeanisha Wan
Jeanisha doesn’t like last minute changes, but equates the need
to change with water that needs to
be constantly flowing to be fresh. She is more fearful of having her
business end up like the water in the Dead Sea. Talk to her at talk2jeanisha@gmail.com. Happy New Year!
Related articles:
1.The finish line
2.The little things count
3.Being good matters
4.Standing on the shoulders of giants
5.Don't give up in the face of failure
6.Purpose-driven work
8.Focusing on the positives can do wonders
9.Give unconditionally
10.Dreams do come true
11.Eagerness to win customers makes people forget how to keep existing ones
12.Staying the course
13.Improvement through observation
14.Make your brank stick
15.Hard work equates to good work?
16.Great surprises
17.The power of surprise
18.A bold lesson