Three Rules to Keep Your Company in its "Super Sweet Spot"

Following three simple rules will help make sure you've staying on track as you build your Super Sweet Spot. By following these rules, you'll be able to create sustained, profitable growth in a recovering economy.

Rule 1: Learn how to say "No". Lots of business people, especially those who are just starting out, don't like to say "No" to an order. So when a customer asks for something that's out of your Super Sweet Spot range, management does everything it can to give the customer what he wants. Satisfying your customers is generally an excellent idea. However, if it ends up getting in the way of your laser-like focus on your Super Sweet Spot, you will probably lose your competitive advantage. Saying "No, we can't do that" every once in a while can actually help your business succeed.

Rule 2: Don't be a copycat. The worst possible strategy is to attempt to duplicate the success of the industry leader. Remember several years ago when Kmart tried to compete directly with Wal-Mart? Unfortunately, then CEO Chuck Conaway saw Wal-Mart as a model for where he wanted to go with Kmart. He didn't conduct any relevant customer research to determine the needs of the company's Core and Must-Have customers. As a result, he couldn't create a viable Super Sweet Spot that would have kept Kmart from slamming up against the Wal-Mart fortress and ending up in bankruptcy court.

Rule 3: Be realistic about your company's strengths. While many business attributes can be changed with time, patience and money, some are very difficult to transform. A high-cost company, for example, can't easily become a low-cost one. A bureaucratic company can't easily become quick and agile. A process-driven company can't easily become fertile ground for creativity.

The magic for a company happens when business owners, executives, and managers match the realities of the business with a meaningful customer-relevant Super Sweet Spot. If you can't find one, you're not looking hard enough.

To learn the rules and secrets to creating a Super Sweet Spot for your company, hire Bob Gordman to share his expertise in creating and sustaining profitable growth, just give ES a call to check his availability.