Was there a time when you had big dreams for your agency or your book of business? Did you somehow, over time, let go of those big ideas and settle for something mediocre because it was just too hard to get people on board? To keep up unflagging optimism? To not get bogged down in the minutiae? If so, then this article is for you.
It seems execution, or follow through (or lack of!), has become a slow, painful torture for most of the agencies I see. But I believe it’s possible to reconnect and achieve the things you once aspired to — my firm helps people do it every day. I warn you, my approach requires you to do more than just read this article. It requires you to take a good, hard look at yourself with integrity and commit ideas to paper, so you can begin to change your perspective on how to execute, for good. So grab some paper and a pen, and let’s try it MY WAY.
What’s the big hang up?
It’s such a shame to walk into good agencies only to hear all the “why not’s” agency principals, producers and account management teams do not move with a visionary purpose. I hear, “We’re tired; We’re overwhelmed; We don’t know how, and; my favorite, I don’t have time to do something new … I’m too busy now.” How sad. What happened to carpe diem — living in the present with a passion and embracing the joy of life?
On the bright side, I also hear, “What are others doing? How do I measure up in the market? What can I be doing to create a better profit margin?” All of these questions tell me an agency is seeking a better vision and more measurable results. I believe that most people want to change, and want to implement and execute change in their organizations. Heck, if not, we wouldn’t spend billions of dollars a year on self-improvement programs and diet plans. So, what’s the big hang up? One reason is fear. People tend to vacillate between worrying about a past they wish they could alter (the woulda, coulda, shoulda) and a fear of the future. Another is the “don’t know HOW” factor. But, there is hope. And there is a way.
Charting your course, to a “T”
Many years ago, Charles Merrill of Merrill Lynch determined that by making decisions quickly he would be right 60% of the time. If he studied and spent time waiting and analyzing that percentage increased to only 70%. In his case, he determined the extra 10% wasn’t worth the lack of forward movement for the organization. It was not worth all the time lost for what little was missed. How about you?
Let’s get to the heart of the matter. First, you must author a vision for your future. Ask yourself, “What do I want to achieve?” Be clear, and write it down. I’m serious — get out a sheet of paper and write down in three sentences what you want to accomplish. Perhaps it is the overarching vision of your dream to be profitable, to have staff that is self-governing or getting back on track with your sales.
Next, make a traditional “T” chart, with 2 columns. Label the first column THE PRICE I PAY. In that column, write down in bullet-point format all the bad, sorry, disappointing things that happen because you are not achieving what you aspire towards. It may include: tired, overwhelmed, stressed, lack of productivity, frustrated, lackluster results, etc.
Now comes the hard part. I have seen clients literally transform themselves and their organizations with this next breakthrough piece. But you must be serious about it and you MUST have written down the thing you aspire to. Next, label your second column WHAT I GET. It’s important to note that this is NOT THE PAYOFF, or the good things, because if the prices we pay were compelling enough to make us change, none of us would eat a piece of chocolate cake ever again. There is nothing good about chocolate cake – but for most of us, there is EVERYTHING good about chocolate cake. See how this works? WHAT I GET is often the chance to be right, complain, be lumped in with the norm, be a victim to my circumstances, to be the nice guy, to not have to find a way to say, “I tried once, but it didn’t work out.”
Focusing on WHAT and BY WHEN
The T-chart exercise is designed to help you understand what you want to achieve and the reasons you are not moving ahead. Often, it is because people are more content with staying put than really making lasting change. But you are not doomed to feeling stuck on the hamster wheel now that you have determined:
1. The thing you aspire towards,
2. A list of things that you pay prices for, and
3. What you get out of staying stuck,
YOU WILL BREAK through your lack of execution. How? By focusing on the WHAT and BY WHEN— this is a list of what you want to accomplish, and my favorite two words, BY WHEN? Be specific — next week, the beginning of the quarter or after the holidays isn’t specific enough. For Producers, this might look something like: WHAT: I will spend 5 hours this week meeting with my existing clients to ask for referrals and do a mini-client survey by the end of 2 weeks. BY WHEN: Thursday the 11th by noon I will have set those appointments, and by the following Thursday at 5:00, they will be done.
Executing lasting change
Execution or implementation is a simple thing. Not moving towards our goals is often a reflection of the lack of purpose and lack of focus on that purpose. If your purpose is not clear, you will be tossed around by everyone else’s agenda.
So, do the hardest thing. Write down the things you aspire towards, be sure to put down your price vs. what you get, make a WHAT and BY WHEN list and feel free to call me if you get stuck along the way– after all, change is what we cause!
Live in the present and do something different because, after all, you’re not dead yet — so you DO have time!
About the Author
Brandie Hinen is president of P.A.C.E., Inc. & Maestro!, a company that specializes in professional coaching and business training to help firms move from DISCUSSION to ACTION! She can be reached at [email protected].