Best of: Robert Bloom — Four Steps to The Growth Discovery Process
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The secret to successfully scaling up is to focus on a few things, but to be different and to be unique in your industry. So, how can you stand out from the crowd and be different? Today’s show is a rerun all the way back to Episode 1 and dives into how to both embrace your unique talents and how you can discover what you bring to the table.
Robert (Bob) Bloom is the authority on customer-centric growth. He is the author of The Inside Advantage and The New Experts. Bob was the U.S. Chairman and CEO of Publicis Worldwide. He got his start as an entrepreneur, took his company national, and then sold it. Bob has developed strategies for companies like BMW, L’Oreal, Nestlé, and even helped to launch Southwest Airlines, T-Mobile, Juicy Juice, and many others. In today’s episode, Bob and I talk about strategy and finding your own inside advantage.
There is a secret that so many business leaders are missing. Most people start with a strategy, but it is one that is in their minds and may not be contemporary at the moment. Secondly, the most important thing that a strategy has to have is consensus internally with all of your staff, whether you have three people or hundreds. If everybody doesn’t agree that you are going in the right direction, it doesn’t matter, because you will never get there.
The other thing that is absolutely critical is differentiation. In this day and time, if you don’t differentiate your brand, your company, or your services, you will not make it. The competition out there is mushy; everybody is doing the same thing.
There are four steps in the Growth Discovery Process
Who is your core customer?
You must start with the first element. Customers are human beings; you can’t talk to a statistic. You must talk to this human being and understand his/her company or personal needs from that standpoint. When you do that, you understand your ‘Who.’ Get inside that person’s head and heart. Look at your customer as if that person was right in the room with you.
What does your core customer want, need and desire?
You want to look inside your business. What does your core customer want, need, and desire? You have a WHO and WHAT. What do you do inside your business? What is the uncommon offering that your business will own and leverage?
‘How’ is the persuasive strategy that will convince your core customer to buy your uncommon offering, versus all competitive offerings.
You need to persuade or convince your customer that you are really going to do what you say you are going to do. You need to develop an approach to convince your customer to buy from you and not your competitor.
‘Own it!’ is the series of imaginative acts that will celebrate your uncommon offering and make it well known to your core customer.
You want your brand or company to stand for it! You have to own what you say you are going to own. OWN YOUR WHAT! It has to be yours and yours alone, in 15 words or less. Simple — Consistent, Committed and Clear!
Check out the podcast to find out more in-depth about how Bob took these strategies into the big businesses mentioned in the introduction.
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Scaling Up is the best-selling book by Verne Harnish and our team for Gazelles Coaching, on how the fastest growing companies succeed where so many others fail. My name is Bill Gallagher, host of the Scaling Up business podcast and a leading Gazelles Coach. Gazelles is the term we use for fast-growing companies.
We help leadership teams with 4 Decisions around People, Strategy, Execution, and Cash so that they can Scale Up successfully and beat the odds of business growth success. Scaling Up for Gazelles companies is based on the Rockefeller Habits 2.0 (from Verne’s original best-selling business book, Mastering the Rockefeller Habits).