‘I Can’t Because, I Need … ’

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late) that it wasn’t possible due to some other dependency? This dependency could be outdated technology, lack of the “right” resource or an immovable deliverable date. Well, this is just reality.

Does this sound like you?

Have you ever set up a goal, but then realized (either quickly or too late) that it wasn’t possible due to some other dependency?

This dependency could be outdated technology, lack of the “right” resource or an immovable deliverable date.

Well, this is just reality. And if you haven’t come across this yet, bless your soul.

Having worked with both large brands and small businesses … basically, budgets of all sizes … I realized this can happen to you no matter who you are.

When it comes to mobile, I feel it happens even more due to a few reasons.

The technology is advancing so fast that older, more traditional companies have a hard time keeping their back-end infrastructure up-to-date. This means the technology they have in place may not, and most likely won’t, support some of the new and innovative tools you may want to use to meet your goals.

The experience needed to execute mobile programs the way you desire doesn’t currently exist within your reach … either internally, or affordably with a partnering organization. This means that you’re either going to force additional demand on your existing staff (or yourself) or just not meet your goals.

Both of these can be a bummer, as you can imagine. But there can be light at the end of the tunnel for you.

Instead of just putting your head down and saying “we just can’t do this” or “this isn’t fair” (I know some businesses say this. We’re all human.) you just need to shift your mindset.

If you can’t reach a specific goal due to a particular dependency and sometimes dependencies … just change your goal.

I know this sounds simple, but I’ve watched this with my own eyes at huge brands that generate billions of dollars a year to small business owners who generate a little over $100,000 a year.

Too many of us (yes, myself included) have become so reactionary that we don’t plan out our success. We just chase shiny objects that won’t even get us to our goals.

If a dependency is holding you back, you have two options.

First, your new goal is to remove the dependency. If this takes time, so be it. Put together a road map (I mean an actual calendar) working backward from when you want to achieve this goal. Then identify as many smaller milestones that will help you get there. I don’t care if one of those milestones is faxing a contract.

Do people still use fax machines? I digress …

Whether you’re a small business or a large business, small wins matter. I’m telling you, I’m speaking from firsthand knowledge. Small wins help you build momentum, show progress to the rest of the organization (or again … yourself).

Second, modify your goal based on the dependency. You’ll probably want to do this while you’re doing the option above too. 😉 If you can’t reach your desired goal because you can’t afford a certain tool or enough money for advertising (hopefully, you’re not wasting advertising dollars already, as you likely are) then change your goal.

It amazes me to see people get hung up on only one desired outcome or path to that outcome that they just take no action at all. Stop your pity party and just change your goal. You can dictate what success looks like and what path can get you there based on these dependencies.

Once you’ve figured out how to modify your path to work within your means, I want you to make that calendar again. Determine when you want to reach that goal and identify all of the small wins along the way. Celebrate each and every one in some way and report that back to the business or your employees or your family if you’re a “solopreneur.”

You can power-on and find your success in a variety of ways.

Don’t let dependencies create inaction.

Are you enjoying more of these thought pieces? Please let me know in the comments.

Share what you think is holding you back from success. Go!

4 Tips to Get in the Mobile Mindset

We’ve talked about SMS, mobile websites and mobile email. But, as you may know, those are just tools to get your job of marketing your business done. Yes, building these into your strategy are the core foundations of mobile success, but mobile is more than technology … Mobile is about your customer. Now, I’m not here to shout out stats, because I’ve provided those before. And, frankly, you’re here … so you know adding mobile to your business is critical. Your customers are mobile … therefore, your business needs to be.

We’ve talked about SMS, mobile websites and mobile email. But, as you may know, those are just tools to get your job of marketing your business done.

Yes, building these into your strategy are the core foundations of mobile success, but mobile is more than technology …

Mobile is about your customer.

Now, I’m not here to shout out stats, because I’ve provided those before. And, frankly, you’re here … so you know adding mobile to your business is critical.

Your customers are mobile … therefore, your business needs to be.

Now, before you go and plan your strategy and determine the appropriate tactics to reach your goals, you need to put yourself in the mobile mindset.

I recently attended Mobile Marketer‘s Mobile FirstLook event in New York in which many brands, such as Coca-Cola, Sephora, MillerCoors, Nissan and JetBlue discussed their strategies.

I noticed that all of these individuals work within their entire organization to help them think differently about the mobile opportunity.

Making sure you have the mobile mindset and your organization is on board and you’re more likely to succeed.

Here are four tips I learned from the top brands on getting in the mobile mindset:

1. Think about your mobile opportunity across your organization.

Mobile isn’t just about marketing. Can mobile enable your sales team to sell more effectively? Can mobile optimize tasks to save time? Can mobile save you money by cutting down on transaction fees?

Before you think SMS, QR Codes or apps, think “How can mobile add value to all of the other parts of my organization?”

2. Stop making it complicated.

Believe me, I know it’s super complex and overwhelming to keep up with the latest and greatest technologies.

Coca-Cola focuses on six aspects of its mobile programs. Those are the six that work for THEIR business. They may not be the same for your business, but you can’t worry about ALL the possibilities of mobile. Focus on the handful of things that will most impact your business.

3. Work with the right partners. Ones you can trust.

Luckily, we don’t have to do all of this alone. In fact, if you try you’re more likely to get frustrated and give up. Aligning yourself with the right strategic partners and technology partners is important.

Again, every business is different, so you need to make sure that the workflow and process of your partners matches the style of your business. You most likely want to enjoy working with them, too. Make sure personalities mesh well.

Finally, I don’t care how big your company is. Mobile is no longer a “nice to have.” No matter the size of your business, you can find someone who knows more than you do and who is able to offer services.

4. Stop waiting.

This was probably the most powerful statement of all. So simple, but it needed to be said.

With technology advancing so fast, some businesses find themselves waiting for the next great thing in order to start. Guess what? When you do that … you never start.

Listen, nobody is going to do it for you … it’s on you to dive in and get the process started.

If you’re dilly-dallying and finding excuses to wait just a little bit longer … quit complaining and start taking action.

Yes, you’re going to make mistakes, and that’s fine. But what you learn from those mistakes will be an important part of your growth.

Starting now is the only way you’re going to learn what works for YOUR business.