After having wasted precious years, energy and resources towards Business Ideas and Activities that brought poor or no results at all, the “Epiphany” came, and it was Excruciatingly Simple : I had to use my Common Sense in a Counter-Intuitive manner, and see the Forest instead of the TREE.
Well, this may not sound as new to you, but if that is the case, you are among a very tiny and priviledged minority, because almost ALL of the Clients, especially the Corporate ones, I had the honor to work with, suffer from this kind of “Blindness” to their Business’s Four Dimensions….or should I call it “unawareness”?
Exactly like a person has a PHYSICAL, an EMOTIONAL, a MENTAL and a SPIRITUAL Dimension, there is a Direct Analogue to a Business with the flame of potential and success in it.
The Physical Dimension stands for your Human Resources, your PEOPLE, your Establishments and your Technical Infrastructure. These are the “visible parts” of your Business. I would give a special degree of Gravity to your PEOPLE and separate them from the rest “physical elements” as they truly are the CORE that either makes or breaks your Model’s Backbone.
The Mental Dimension stands for the Business Plan, its Strategic Development and Effective Execution. Many think that a bright IDEA is what it takes to catapult a Business to the realms of profitability, and that as long as they carry the IDEA in their mind, things will fall together and success will come. WRONG ! You can’t go anywhere without a MAP and a concrete PLAN with a very well defined sequence of Actions and Goals. It is essential for your TEAM, it is essential for you so you don’t lose FOCUS and keep everyone on track, always looking for more efficient ways to get there…
The Social-Emotional Dimension stands for the Customer Service, and all kinds of Relationships and Interactivity with Clients, Subscribers or Members, your Alliances, Synergies and JV Partnerships as well as your Public Relations Policy. Maybe the most underrated element and the one with the greatest power of all. We humans are by default Social Beings. The biggest part of our brain is the PRIMITIVE BRAIN which has under control the 80% of our consciousness is triggered by EMOTIONS and dominated by a gland-like structure in the core of our cerebrum called “AMYGDALA”. How can we EVER ignore our Clients’ emotions? Well, sadly, most of us DO IGNORE THEM. We keep ignoring that it is way cheaper to keep and please an already established client than to acquire a new one. ZAPPOS.COM one of E-Commerce phenomena, owes its phenomenal success to its MAIN PRINCIPLE : Making Clients Happy. They didn’t focus on excellent shoes quality, quantity or design, etc. They instead put themselves in their clients’ shoes and offered them the FANTASTIC EXPERIENCE of being treated in a UNIQUE MANNER. The result…. BILLIONS in sales, and an army of fanatic clients attracting more and more at an exponential speed through word of mouth… Think of it.
Spiritual Dimension is about your Vision and your Mission. The Core-Belief which is depicted to your BRAND and comes from your main elements that make you UNIQUE, as well as a constant course of incremental improvement. Older School of Marketing calls it USP : Unique Selling Proposition. I call it the ROOT-CONCEPT. It’s not easy to be understood or evaluated at first glance. It may not be evaluated at all, but it’s of essential importance. To help you get my point, I’ll borrow a parable I once heard from a very successful personal motivator in the US. He spoke about the bamboo plant. He was so glad he had just purchased a small pot with soil and the root of bamboo in it. The joy lasted a few months while he was watering the pot and made sure it was placed on a sunny spot with plenty of fresh air around. Soon disappointment set in as he didn’t see the slightest green sign on the soil’s surface as if the plant was NON EXISTENT or non-responsive to his daily care. His wife started teasing him about his choice. His friends were joking with his stubborness to keep watering a pot of soil, but a little tiny voice inside him, held resistance and didn’t let him quit. He didn’t throw the pot to the garbage and didn’t stop watering the plant and whispering words of encouragement to the sleeping baby root. It was after FOUR YEARS of patience and persistence, he saw the first green leave unfolding its delicacy to the open air, just above the soil’s surface. To his glorious delight, the bamboo had just started its crazy growth at 3000-5000% per year. It took it 4 years to build strong roots and accumulate resources. Nobody dared to question him again. Our Spiritual Dimension rarely sees the light -just like bamboo’s roots- and it’s hidden in dark and assumingly dirty depths, but without it there would be NO FLOWERS and NO FRUITS. Always take care of your Business’ ROOTS and constantly feed them with the right “nutrients”.