Wednesday, November 17, 2010


What does success look like?

I feel like a broken record sometimes, because I ask this question a lot.  But in a variety of contexts, I’m surprised at how often people aren’t able to articulate a good answer.

This doesn’t just apply to marketing campaigns and sales channels.  Everything we do has a purpose, an end-goal.  Sometimes that goal is easier to define and quantify, but you should at minimum be able to describe the result, the feeling, the outcome you want – that will make you, your company, your investors, your family, or your customers happy.

As you’re thinking about 2011 planning this time of year especially, answer this question first.  What does success look like?  What outcome will we celebrate vigorously when we achieve it?   Start with that definition of success, and map everything else back to that.


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