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In Business, Your Destination Is Your Reality

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The last time you needed to drive to a place you had never been before, what did you do? 

Did you the load the specific address of your destination into your GPS, determine the best route, and then follow the directions?

Or, did you print out and follow your directions?

Or, did you do the opposite, that is, did you aimlessly follow random roads hoping that eventually you would arrive at your destination?

Sounds crazy, right that someone would consider this?  But, that is exactly what millions of business owners do every year and it is the reason that less than 20% of businesses succeed long-term. 

Building a successful business is not a collection of random acts of guess work and blind decisions.  To realize your dream of a successful business you have your make your destination a part of your current reality.

Know Your Destination

When Alice was in Wonderland she asked the Cheshire Cat which road she should take.  He asked her where she was going.  Alice replied that she didn't know.  Then came the much quoted Cheshire Cat reply of, "Then it doesn't matter which way you go".  

That may work very well in fiction or for a day of exploring a new hiking trail.  But it doesn't work that well in business.  Most business owners don't start a business thinking "Okay, I'm going to sink all my money, time, and effort into this venture, play it by ear, and if I lose all my money that is perfectly okay." 

Businesses are typically born out of a goal or a dream, such as "to be the best Italian Restaurant in the Tri-County area and be booked 3 months in advance" or "to grow my consulting business to $2M in revenue by my fifth year in business."

These aspirations and reasons for even starting are also the destination -- and they cannot be forgotten or buried in the frenzy of daily operations.  

Your destination must be known and visible every day.  It must be at the core of every decision you make. 

Large corporations don't have a vision and a mission just as a fad.  They have these plastered all over the walls because knowing your destination helps assure you will get there. 

The same way you would enter the precise address of your destination on your GPS, so it is in running your business.  Know your goals and keep them front and center to make sure you are in route to achieve them.

Importantly, take time to review your business plan or your 5 year strategic plan.  What were the main objectives of your business?  How do you describe your end-game?

Have Milestones

When planning a long road trip, you typically break it down into small pieces.   You study the map and learn the paces you will drive through.  For example, when going to New York to Las Vegas, you may map stops in Ohio, Missouri, and Colorado.  Because you prepared, and know what to expect along the way, and you know that if you see a sign that says "Welcome to North Carolina," you have veered off course.

Marking key places in your road map to business success is equally important. If you determine that for your business to thrive, you need to have 100 new clients by December, then reasonable milestones would be 25 by March, 50 by June, and 75 by the end of September. 

By planning milestones in advance, you know whether or not you are on track to meet your goals.  If by July you only have 30 new clients, you know you are off track, and need to reconfigure.  On the other hand, if you have 80 new clients by August, then you know you are ahead and can consider revising your goal upward.

So review your strategic plan, and then break down your goals into shorter term objectives.  Identify specific, objective measurements that you can take at precise intervals and map them out.  These milestones can take many forms such as sales, revenue, profit, clients, etc.  The important part is that you use quantifiable data that will tell you clearly if you are on track. 

Institute Scalable Systems


People, especially business owners, dream of success.  They have very vivid visions of the day they will "make it big," but so many are not really prepared for success.   Very often a business owner will successfully pitch their product only to have to turn down a lucrative deal because they don't have the production capabilities.

Take the "Wal-Mart Catch."  Inventors of new products salivate to have their product on the shelves of every Wal-Mart in the country.  However, when Wal-Mart puts in an order, it's not for 100 units.  It's for tens of thousands of units.  Inventor after inventor has lost their distribution contract because they did not have the systems in place to allow them to quickly scale up their business.  They did not have the manufacturing support to produce so many units. 

They knew the destination, but were unprepared to arrive. 

What is your end state? Do you have the systems in place to support having your dream come true tomorrow?  Be prepared.  Know exactly what it will take to run your business such as it will be at the end of your 5 year plan, and have all the partnerships, alliances, agreements, channels, support staff, and raw materials identified and ready to access when needed.  

If you want outrageous success, you have to be outrageously prepared for it.  

Your Destination is Your Reality

Your everyday business operations need to be focused on your destination.  When you are driving to the mall, you are driving to the mall.  Every turn you take, every road you choose has one purpose, to get you to the mall.  The same applies in your business.  Every product you manufacture, every service you provide, every relationship you cultivate must align to your target end-state. 

Avoid falling into auto-pilot.  Actively work toward your "end" every single day. Be conscious of how every sale gets you close to hitting your next milestone. 

Carefully measure your progress.  If you are off track, don't wallow.  Make adjustments and keep moving forward.  If you are ahead, pin-point the actions that are giving you an advantage, and do more of that! 
Keeping your destination alive and visible in your daily functions will keep it as your current reality and help you prepare for the success that comes with arriving!

And make sure you have a written strategic plan that maps out your end-vision and your periodic goals and milestones. If it's not written down, you can't achieve it. My strategic plan template allows you to quickly and easily get your plan down on paper.


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