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If you don't know where the goal is...

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This is our third post as part of our strategy series. You can find the first, Strategy vs Tactics here and the second on Audiences here . ------------------------------------------------------------------- Lewis Carroll said, "if you don't know where you're going, any road will get you there." Where "there" is would be anyone's guess. This might be fun, if you're up for an adventure, but if you're trying to run a successful business or organization, it's a recipe for chasing down a lot of dead ends - or running off the road entirely. That's why knowing what you want to achieve is so important. A goal is a long-term proposition. It's a step in achieving your vision - that aspirational dream of success. Examples of vision are: Microsoft: A computer on every desk and in every home.  Wikipedia: A world in which every single person is given free access to the sum of all human knowledge. Oxfam: A world without poverty....
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The general public, you say?

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In the last blog post , I talked about "audience" as being one of the critical factors in figuring out your business/organizational strategy. Understanding your audience is so important that it's worth spending time on the difference between primary and secondary (or tertiary, etc.) audiences.  To begin, can we agree to get rid of the term "general public?" It's a lazy short form that we often use when we think we want market to everyone , hoping that it will resonate with someone . The problem with this approach is that when we think of the general public, we're really thinking about a faceless blur of people. What we're really saying is that we don't know our produce or service well enough to know who can benefit from it. We're really saying that we haven't done our homework. Let's consider an example, pretending for a moment that we run a daycare service and have space for a few more children. (A silly example. Who's e...
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Top 5 tips for successful media interviews

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There is likely nothing more intimidating than being interviewed by a journalist particularly if the topic of the interview is controversial. No one wants to look foolish and become the next social media meme. Here are some strategies to help get your message out. Prepare : Preparation is your friend. Think about what you might be asked. Be sure you have an answer to the tough questions. I can't tell you the number of times during a coaching session I've been told, "Don't ask me that. I don't like that question." If the question is uncomfortable, you can be sure it will be asked. If you are caught off-guard with a phone call from a journalist, asking for an interview, don't feel that you have to respond in the moment. It is perfectly acceptable to arrange a time that is mutually convenient. Even 10 minutes can help you prepare a key message and get any relevant statistics or information. Prepare your key messages : What is the one (maximum thre...
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