The Very Important

Yesterday, I met with an entrepreneur who owns a healthy IT business. He contacted me to network a bit. He shared some wonderful leads with me and then we brainstormed as he discussed some growth opportunities and ancillary business ideas he is exploring.

When our meeting ended, and we walked towards the door, for a moment my balance was askew. It was then that I realized there was something that just felt different. It took me a few moments, but as I shook his hand and looked into his eyes, I got it! I realized WHY this meeting had been so different.

For 10 months, perhaps even longer, 90% of my meetings with clients have been to discuss and offer strategic support for their struggling and sometimes desperately faltering businesses. Their product repackaging, their lead generation reinvention, their reinvestment of greatly reduced marketing dollars, and their downsized staff restructuring. Here, was a meeting in which the topic of the “truly urgent” was not at hand. He wasn’t looking for strategic insight on his day-to-day marketing, his customer profile, or his changing channels of distribution, he was looking to brainstorm his strategic plans for growth in the next 3-5 years and beyond. It was a paradigm shift for me. He was, indeed, addressing the “very important” of his professional life.

Perhaps this is a sign that the economic downturn is waning?

I am excited to work with this new client on his “future scope” of potentially exciting new opportunities and am grateful for the recognition that I can be a strong resource for him.

I have hopes that in the next few months more people will approach Freakin’ Genius Marketing with longer-term matters, shifting from their “truly urgent” hats to their “very important” suits! The difference is really about making the choice of not letting their businesses run their lives, and instead building the business of their dreams. Addressing the “very important” means preparing for the future, and that future is looking better and better every day.


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