“Whoever owns the ink in an industry is the one who gains an
unfair advantage over their competition”
- Verne Harnish, Founder of Entrepreneurs’ Organization (EO) and Author of Scaling Up
change your business.
Call now to hear
an important Free
Recorded Message
from Andy Buyting at
(800) 819 2804
Create Instant Credibility and Gain an Unfair Advantage
Over Your Competition
"BAD" LUCK
"EMERGING FROM THIS
PANDEMIC POSITIONED TO
EXPERIENCE A POSITIVE
RETURN ON YOUR BAD LUCK
IS GOING TO REQUIRE YOU
TO DO THINGS DIFFERENTLY."
It’s interesting how the coronavirus has impacted the trend. For
companies such as Zoom and mobile app developers, grocery stores
and other businesses that were already set up for online ordering,
this pandemic has actually positioned them quite well.
For the majority of companies, however, this has been a whole lot of
bad luck.
One thing COVID-19 has done right is stir things up in the business
world. It has changed business dynamics and consumer behaviors
very drastically, very quickly . . . and whenever there’s an upset in
the environment, there is always an abundance of opportunity.
What I’m suggesting right now, as a certified scaling up coach
working with various companies, is that it is in fact very possible to
achieve a positive return on this bad luck.
Regardless whether this event has been good or bad for their
industry, what I’m seeing with most of my clients in this scenario is
that they are taking the time to lift their heads above the water and
observe the landscape. Each realizes the importance of taking that
step back to see where their business is going and where their
industry is going so they can plan accordingly.
They know this is going to change their client base moving forward,
so they’re working hard to position themselves to experience a
positive return on this bad luck in the months and years to come.
Think of Bill Gates starting Microsoft. Everyone says Bill Gates was
lucky, that he was in the right place at the right time. However, what
Gates did and how he approached the marketplace was unique.
Gates studied programming for years, working tirelessly more than
anyone else to become a master of programming and to identify his
strengths and weaknesses in both programming and business.
Gates’s dedication to thoroughly understanding his industry
enabled him to navigate effectively, which propelled him to receive
the return on his good luck that he did.
On the other side of the equation, take Johnson & Johnson and the
catastrophe with contaminated Tylenol in 1982. The company was
hit with severely bad luck in this situation, yet Johnson & Johnson
actually experienced a positive return on this luck and managed to
come out ahead.
Despite being declared an overreaction by the FDA and FBI, Johnson
& Johnson spending over $100 million to recall all 32 million
bottles of Tylenol from store shelves following the incidents
effectively putting customer safety ahead of financial concerns. Less
than a year later, Tylenol regained a 30% market share as the
top-selling pain reliever.
The company took what should have been a tragedy and converted it
into a huge amount of goodwill integral to the future success of the
company. So, in the long-term, their bad luck turned out to be a
really good thing for them.
As we come out of this unfortunate event, I want to ask you: how is
your industry changing? What are going to be the permanent
changes that you see with your client base and what is going to
remain the same? How can you position your company to be in the
right place at the right time, to better understand and engage new
client behaviors?
Emerging from this pandemic positioned to experience a positive
return on your bad luck is going to require you to do things
differently. You will need to view your business in a new light.
We’re calling this change in approach the big pivot and have already
implemented it with great success for many of our clients.
Think of it this way: the “why” your company exists remains in this
new economy, but the “how” you exist, the way you approach your
services and the way your customers interpret your value, is going to
change drastically.
No matter the industry you’re in, the need for human connection is
prevalent in all markets. This is a key point of focus as you develop
your positive return strategy.
If you’re ready to talk strategy, book a call
with one of our marketing consultants. We
can help put a program together to navigate
your company out of this crisis and ensure
greater success going forward.
BOOK A DEMO AT WWW.TM.MEDIA
OR REACH OUT TO ME DIRECTLY AT
[email protected].
Andy Buyting's thought leadership journey started when
he published his first business book in 2007 and first
magazines in 2009. Since that time, he has leveraged
custom magazines and online digital content strategies to
establish himself as a leading authority
in content marketing and brand
positioning. Through his company,
Tulip Media, Andy and his team make
these content marketing strategies and
tools accessible to their
Client-Partners.
www.TM.Media
HOW TO WIN CLIENTS & INFLUENCE PEOPLE ANDY BUYTING
HOW TO
WIN CLIENTS
& INFLUENCE
PEOPLE
ANDY BUYTING
SECOND EDITION
WARNING
Reading this book will
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