New Year Goal Planning: Pushing through the Dip...

Well, we're wrapping up 2008 and getting ready to "ring in a new year". If you're like me, it's time to finalize plans for 2009, so I've been thinking a lot about my professional goals and ideas for the coming year. It seems each year goes by so fast, so it's all the more important to lay some good goals and foundation for what we're going to focus on for the next 12 months. These are a few thoughts on goal planning for 2009.

In the past ten years I've learned three key things about business and campaign planning:

• Always look for the low hanging fruit - meaning, look for easy, cheap wins.
• Always ensure you're focusing on projects that have a clear, predetermined ROI and expected breakeven point.
• Identify obstacles you will face in achieving your goals (The Dip)
  

In all honesty, I can't stand when people throw out business cliches like; "Grab the low hanging fruit". As annoyed as I get when I hear that over-used phrase, the low hanging fruit is important to look for in everything you do. The low hanging fruit is easy to grab, if you just put your arm out and snag it.. It can produce lots of smaller results every day. However, I've seen plenty of examples of companies that always look to only capture the low hanging fruit in everything they do. The easy, cheap wins can definitely keep you moving...but if that's what you're mostly focused on... are you really progressing towards your goal for growth, long term success? This tool can be a vital part of your short-term strategy, but if you have no long term goals, or strategy to get there you'll always be a bottom feeder. If you're a $100 million dollar company, and your goal is to be a household name / recognized brand, you won't get there without some good long term goals and execution.

If you're boot-strapping a business, you need to thrive on short-term wins. Unless you’re flush with cash, or have a deep-pocket investor... You often can't afford to fund long-term growth without a heck of a lot of cheap, short term gains. If you're a maturing company, or market, always focusing on the projects or initiatives with short-term results... It is likely to prevent you from gaining the significant market share you need to be a long term success.

Plan for The Dip

Seth Godin, one of my favorite authors and speakers on marketing and business, published a book last year called "The Dip". It's a small book; I love small books because my attention span is so short. :) The Dip is all about doing what it takes to be #1 in any particular area. If your goal is to do something that no one else has done, or you want to overtake a particular market that's already developed... You'll face a bigger dip than areas that are considered more niche or less saturated. I've found that this principle holds true with anything, whether economic, professional, academic, athletic or family oriented.

Three Facts about the Dip

• If you have a difficult goal, or end in mind... The bigger the dip you'll face.
• Most people / companies give up during "The Dip".
• Are you willing to push through The Dip to achieve your goal?

The Dip can often be long, painful and definitely costly. Will you plan for The Dip, or will you give up when it starts to hurt a little? Will you make the necessary adjustments to push through The Dip, or will you just give up, abandon all the knowledge you've gained and start over with something entirely different?

Sure, you'll probably use a little of that knowledge in future efforts... You're missing the point! You were almost there! You almost had it, but when the going got tough, you gave up and started over. Will you do what it takes to push through The Dip to achieve long term viability? Or will you continue looking for the short-term, cheap wins?

I've seen it over and over again in my business. The strategy is developed with a goal to be financially viable immediately. You can forget, six months, or one year... It needs to produce tomorrow, if not by the end of the week. If we are selling lemonade, at the end of the day.. we better have more money than we started with...

I guess the question becomes, are you setting yourself up to be a one hit wonder, or are you building yourself to last? Whether your goals are personal, or busienss oriented... Draw your line in the sand, and build a strategy to move you towards that goal. Will you invest your time, resources and sweat and tears in this week, or the next 50 years?

Why I'm excited for 2009

One thing is certain, I'm glad that 2008 is over... In 2008, the financial market, housing market and consumer confidence in general was in the toilet...There wasn't much good that came from this year. We all lost a lot in 2008. I'd say that we certainly experienced an economic "Dip". However, one of the things I've gained from 2008, besides some invaluable family memories, are some ideas. Ideas which, if executed could carry me for the next decade.

Here's to 2009 and pushing through The Dip with some optimisim, good planning and flawless execution!

CP