It’s always easier to write a long essay than it is to produce an accurate, concise one. It also always seems more professional to produce a complicated strategic plan than a simple action outline.
In fact, many consultants feel they must provide pages and pages of analysis and recommentations. This, it seems, is the best way to demonstrate their depth of knowledge and to justify their fee. The fact is that many of these plans are too complicated to implement, and fail to provide a simple road map ahead.
For me, the mark of a true professional is an ability to absorb and comprehend complicated details, and then present a perceptive and concise review of the situation, identify the most effective message points, and describe a few basic action initiatives that will most effectively move the organization forward.
Most organizations have collected more programs than are really needed. In fact, many activities may be needlessly draining resouces, talent and energy. Deciding what not to do, however, often proves to be more difficult than adding new things to do. In time, by adding more and more programs, many organizations have actually drifted away from their most productive mission and vision.
The key is to simply answer these questions: Is this program or activity directly related to our core business? Are others doing it better? Is it an essential revenue source? Answering these questions should make the decisions you need to make about your “product” line very clear.
Your brand is your “differentiated identity.” We have argued in other posts that clarifying it is the ultimate key to success. The programs and message points that collectively establish this identity are the ones you want to preserve. Now, stay focused on them.
Over time, all organizations collect unecessary publications and engage in needless communication activities. You will probably want to keep a “branding piece” that establishes your market position. In addition, you may also want to have a piece for each major “sub-brand” program and activity. If you determine you need a tangible “hold in your hands” symbol, you may still want a few printed pieces. But most other communication can take electronic form these days, especially current news and information about your institution.
Segment and prioritize your markets and use only the media that each segment prefers. Usually this will be a combination of both new and traditional multi-media platforms, and they should be focused to converge simultaneously on each segment. Remember more is not better in an already information-cluttered world. Concise, focused, repeated interactive messages is what you will need for success.
All these points have been individually discussed, or will be, in other posts. The point of this one is simple! Although it isn’t easy, simplicity is essential. And then staying focused is absolutely required.
Larry D. Lauer 