When I was 18, I sailed across the Atlantic in the Tall Ships Race.
On a 70’ boat, with 16 other people on board, we left Cadiz in Spain and, 4 weeks later, arrived in Bermuda. After mooring the boat, we all stepped out onto the quay, walked a few paces and turned to look back. I’ll always remember the comment by one of my fellow shipmates in this moment, after after spending nearly a month getting intimately familiar with every nook and cranny of this vessel:
“Huh. I’d forgotten it was red.”
Hang on, we’d been living up close and personal with this boat for the last 4 weeks – how on earth could you not have known what colour it was? Surely that’s a pretty fundamental characteristic to have overlooked?
It’s not about capability, it’s about perspective
I expect you can see where I’m going with this...
This is the major difference between what it is like to get a consultant in to look at your business and doing it yourself, or getting your in-house team to do it. It is fundamentally impossible to see what your business looks like from an outsider’s perspective when you’re inside your business. Having worked as an in-house Marketing Manager previously, I know how difficult it is to do this, even when you have the necessary marketing skills and expertise.
What does your business look like from the outside?
- Their vision for their business
- The real value they deliver to their customers
- The position they want to occupy in their market
- What their ideal buyers look like
- The differences between themselves and others in the marketplace
Even consultants need consultancy
But for my clients, having both the expertise and the perspective means that I can help them understand their business in a new way and enable them to take clear, strategic action based on what their business looks like from the outside.
Only as an outsider can I look at a business and say, “your boat is red.”
If you'd like to step out of your boat and get some perspective, you might benefit from a strategic sounding board session. Or drop me a tweet, email or give me a ring with any questions.