In business school, I was introduced to one case study after the next. By the end of the two years, the words “case study” made me nauseous. While at the time, it just seemed like busy work, I now, see the value in them. Years later in my work and as I began to build my business, I began to I rely on them heavily. Now people are rolling their glazed over eyes ever so slightly and sighing when I ask, ‘has this been done before and are there any case studies with solid outcomes’. If there are none, my next question is how effectively document, so we can create our own …..case study.
One thing that was consistent in each of those dreaded yet respected case studies is the importance of modeling. This is fortunately one of my core competencies (biz school lingo)…..skills. I am good at seeing the big picture, delve deep into the details and conceptualize a model for the team to understand. I like things to make sense, flow smoothly, and I like to have back up plans in case they do not go as expected. Case Studies allow this possiblity. They are shortcuts to success. It provides a systematic structure for you to look at what world class companies have done, and how you can eliminate the need to falling into the same mistakes. Time and time again, I have seen people attempt to throw things on a board and to see what sticks–then wonder why progress is not happening. Even if you have a side gig, or are a director of a division, this is a overview of keys you need on your strategic key ring when creating a world class service.
Connecting with Purpose
The first key in building a solid program or service offering is to know your end goal. What quantifiable impact or outcomes do you want as a result of your work. When you can create a mental picture you are more likely to achieve it. Vision Boarding is a good exercise to create a tangible picture of what you want to achieve. One thing you need to understand is sometimes the end goal may require multiple phases. For example if you want to be a millionaire, you first phase is up-skilling and increasing your income-whether it be a job or side gig. Your second phase is saving a set amount and learning how to manage money, the third phase is investing in either a business or property, the fourth phase is getting the right team in place, the fifth phase would be to scale utilizing the resources at your disposal. Each of these phases will require multiple steps, but each of these phases will propel you forward to reaching your end goal.
Client Solutions
The second key is understanding your target audience. Who are you trying to serve? For each person you serve,you must understand their motivations. Each of your clients will have specific problem in seeking out your service. Then you need to tailor your offer to their unique needs. You have to explain how you can serve those needs in a simplistic fashion. For example, if you are working with a financial planner, they will mostly talk about the lofty goals of retirement and chilling on the beach in Key west sipping mojitos. They are not going to talk to you about alpha and beta volatility in the market. Not once! Even you would not care, you just want to hop the next flight!Don’t focus on the ‘how’ with them, the sweat is done behind the scenes. However, others like me will want to know the details and probably frequent touch points for updates. So remember to focus on what your clients motivations and goals and connect your offer to that goal.
Build the Model
The third key you need is a well-defined process. You have to build a prototype. You have to take an in depth look at all of your resources and have a grasp, from start to finish, what is this going to look like. I recommend buying a white board and creating a flow chart, that lays out the multiphasic areas of your service, create if-then scenarios, from brand awareness to post-point of sale follow ups. This also means looking at the organizational structure and getting the right people onboard with the tools and skills sets to compliment your offerings. They all must have the energy, competence, and dedication as you have to achieving the end goal. These partners must smoothly integrate into the process. They have to be onboard with the vision as well. Those after personal gain will derail the most strategic of plans. You have to set deadlines and priorities and you have to be accountable to yourself and others.
Demolish the Silos
The fourth key is Accountability. Most people fear this. They have to answer to their failures instead of disappearing silently into the night. Accountability should not be feared, first and foremost. Being accountable to someone be it a boss, friend or family forces you to take an in-depth look at the challenges faced which led to poor outcomes, analyze everything that has been done, and focus on what can be done better the next time. It is not a time pass blame, but a time to identify thing you don’t want to let happen again if possible. Accountability is an opportunity to connect with mentors, seek their guidance, and implement proven suggestions. Mentors are walking case studies! Some things they have gone through before, and this is the exactly the expertise you need to be successful.
Create A Growing Thing
The final key is to build a model of sustainability. So, sure you have the process down, but is it sustainable within itself. The process should have positive effects on the goal and each client. The process should end up generating significant income. Over time the costs should decrease as the process becomes more and more efficient. The costs should never outweigh the benefits of its implementation. In other words ‘will you make a profit?’ In some cases, you might end up with very high demanding clients who are costing you more money (in time) than the cost of the service. How will you handle this? How will you train new people and managers to step in where you left off when it is time for your exit.
This is a high level overview to business and some thing you need to consider as you build a world class offering. We will often find your self needing to reconnect with your why! This okay. Sometimes in the hustle and bustle of life, we lose focus. Other times, you will need to realign our goals and seek ways to improve on client solutions, and tweak your model to make those outcomes stronger. That requires communicating with partners, friends and family. Make sure that you are documenting your process so you are not repeating the same mistakes. Pretty soon, you will be getting interviewed on how you built a world class service that thrives! Fall in love with the process!
