Janice was a remarkable business leader who understood the power of no.
She had created two businesses that were both successful and sold for a significant multiple. She had a brilliant head for marketing and key to it was her willingness to say NO when opportunities didn’t fit her strategy. She had a compass leading her toward her north star.
- When faced with a chance to gain distribution but at discounts so deep that she couldn’t make money, she said no. Over time, she got the deal she wanted.
- When approached by investors who wanted to put money in the business but at a low valuation, she said no. A few years later, those same investors came back at a much higher valuation.
- When her product teams presented product concepts that had nothing different about it compared to the competition she said no. Her insistence on distinctive products that solve problems proved vital to her success.
- When marketing teams presented tactical ideas to gain vanity metrics that didn’t fit her long-term strategy, she said no.
Know Your Strategy
If you have a compass that is leading you in a specific and intentional direction, saying no may be just as important than the projects or actions you give a green light. Having a core set of principles and a north star leading you in the right direction can make all the difference between success and failure. Marketing your brand means saying no more often than you say yes so that you keep on course and patiently wait for opportunities that fit.
Do you know where you are going and have a compass leading you toward success?
No means you know your strategy.
Do you know your no strategy? Are your goals clear? Looking for guidance to improve how customer’s purchase from your brand? You can set up a time to chat using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free and we can explore if working together makes sense. Try my new chat feature on my site if you have a quick question.
Photo by Robert Penaloza on Unsplash
