As part of this observation process we often come across common communications barriers that are holding a remarkable business back – by making it look like an average business to the outside world. One of the biggest challenges SMEs in sectors like construction have is the ability to communicate what their highly technical experts do in laymen’s terms. They benefit from being innately unique but don’t have big specialist marketing and business development teams to proactively find and translate what makes them different and special to a non-technical audience. Whether you’re a chef, a lawyer, an engineer or a teacher, if you can’t adapt how you communicate what you do in a way that your audience understands, you’ll never achieve that all important buy-in from those you are pitching to, whether that is via a formal tender or pitch process, an informal coffee or an online interaction.
...A better model is the model that’s been working in digital since day one: Create, seed, iterate, keep seeding, iterate some more and then “pivot” if necessary. Who gets it totally right on the first try anyway? Twitter started as a podcasting company called Odeo. Rovio created 51 games before they made Angry Birds. Flickr was originally just a tiny part of an online game. The founders of Yelp tried to revolutionize email before actually revolutionizing local reviews. And Instagram started out as a Foursquare competitor, but then scrapped the idea in favor of photo sharing. There’s a reason that “pivoting” is now a start-up cliché. Today’s more progressive companies are starting to talk about agile development. Some are even employing it. But the need for change is bigger than that. It’s not just about an agile method of development. It’s also about an agile method of budgeting and marketing....
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