Saturday, September 10, 2011

Create and Follow a Process

Processes are like noses in business. Everybody has one. Guess what? I don't have to have the strongest sense of smell in the world to know when something stinks, I just need to use the nose I have.

So it is with processes. Jack's black belt training requires a philosophy, knowledge of seemingly irrelevant things, and little memorized routines called forms that the students use to develop physical eye to hand coordination and control. Does Jack's school use the best process to train Karate? Who knows and who cares! They use and follow a process and stick to it.

In the video example above, content creation is a process. The questions and answer format is a clean, fill-in-the-blanks questionnaire for creating the compelling content that the executive needs to connect with his target audience.

I don't care if it's the best process in the world and neither do the companies who hire me. I step into a vacuum void of leads, and my processes are better than the ones that the marketing team doesn't have.

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