What/How/Why – Simon Sinek (ted talk)
In this video, I found the shift in perspective from "what" to "why" that Sinek suggests impactful. I agree with Sinek when he says that most businesses use the "what" angle in their marketing. Businesses can be suspicious of shifting their marketing perspective to a perceived riskier "why." They generally feel more comfortable with the standard “what."
It is common for businesses to lose sight of who their ideal clients are and the original intentions of the business when financial fears take up center stage. When businesses are starting up, they are prone to take on all clients because the reality of making their financial bottom line starts to drive their business model.
Many business owners will tell you they moved toward business ownership from employment to feel more deeply fulfilled in their work. And yet, they find it challenging to step outside the box for fear of not making their finances work. When business owners can trust that they will be successful with non-standard methods like Sinek's "why," it can make the difference between having a successful business on paper vs. the real fulfillment that entrepreneurs seek.
Businesses moving toward using "why" is precisely the type of risk that can make business owners more satisfied with their day to day work and less frustrated with building their business.
The bottom line: the "why" perspective Sinek suggests has the potential to lead entrepreneurs down the path they dreamed about when they became business owners, and find their intended clients.
Amy Cuddy Power Posing TED Talk
We've all heard that it isn't what you say, but how you say it, right? But do we feel like we have power over how we say things? People might practice a speech, but how much does it improve your presence?
Amy Cuddy, a social psychologist, has studied ways for people to increase their presence in ways that may seem all too simple. Imagine that spending 2 minutes of power posing in the bathroom before meeting with a potential client can increase and decrease hormones that are capable of increasing your presence in the situation. How could it be so simple? Cuddy's research proved it to be true.
We've all experienced listening to speeches where we are very engaged, and those where we are reaching for our cell phones. If there is a little tweak as easy as what Amy discussed in this shorted version of her famous TED talk, why not use it?
Try it before your next important meeting with a client and see if it yields results. It is so simple; it seems silly not to try it.
Testimonials
“Jackie has been a dream to work with. She manages our work projects and communicates well. She has been an inspiration with my small business and has offered tremendous advice for streamlining my daily workflow and management to result in great profits and enjoyment in the workplace.”
“I’ve worked professionally with Jackie for a number of years. I truly enjoy collaborating with her on projects because she offers creative ideas that are also very practical, a specific plan of action, and concise feedback. I especially appreciate her follow through. She never drops a “ball” and is clear with communication during the whole project. She is a valuable team member and visionary”
“Jackie has a genuine interest in helping others grow their businesses. As a business owner herself, she has a unique perspective, knows what it takes, and is great about sharing that with her clients.”
“ It has always been a great experience to work side by side with Jackie on projects. If Jackie commits to a project, you can be assured she will complete the project on time and with more creative ideas than thought possible. It’s refreshing to see work ethic, focus, and commitment. Thanks Jackie for sharing your talents with your community.”
“Jackie brings a unique strategic approach to her clients to help streamline and grow their business. Her processes are easy to follow, but yield big results!”
“Jackie Zyvoloski has one of those brilliant business minds you find every now and then. And her track record shows she knows how to use it.
Over several years I’ve had a unique window through which to observe Jackie develop and exercise her business acumen. Throughout my years of working with Jackie, her innate business sense and instincts were very impressive. Jackie took charge of several aspects of her dental practice and with her natural skills, played key roles in the transition from the buyout of a retiring dentist’s traditional practice into a new state of the art dental facility with 2 additional dentists and supporting technical and office staffs, systems designed to promote efficiency including text and email patient contact, all backed with an impressive marketing program that includes internet and social media presence. All this was accomplished before Jackie decided to formalize her talents when she was one of the few students accepted into the prestigious MBA program at the Leeds School of Business at the University of Colorado. It’s one thing to have the necessary skills and acumen to accurately access the detailed operations of a business, and another to possess the ability to quickly understand and embrace a client’s needs and goals and detail and execute a plan to meet those goals, all while communicating frankly. ”
Case Studies
CASE STUDY 1 – TECH COMPANY, BOULDER, CO
With this consulting project, I had the chance to review the communication systems of a team in a larger business. This resulted in greater team unity, improved communication between other departments, and within the group, leading to more efficient business practices not only within the team, but for the company at large.
Challenge: Lack of communication within a group. Introverted group of people, many weren’t event aware of the communication difficulties. Also, difficulties communicating between other groups within the company caused business inefficiencies.
Solution: By working with the team members individually, and the team as a whole, the team was able to find common ground and develop better communication and meeting systems. Upper management was able to see the consultant recommendations leading to their support in larger changes between other groups.
Results: This resulted in less miscommunications, greater efficiency, and less frustration overall by the team and their partnering teams.
case study 2 – STUDIO Z DENTAL, LOUISVILLE, CO
In this project, I was able to assess the competition and identify missing elements in the overall business strategy to increase profitability, efficiency, client acquisition and retention.
Challenge: A dental office choosing not to contract with insurance companies allows the office to offer a high quality product, but patients find the insurance to be challenging at times
Solution: Developed an in-house membership plan for current and prospective clients with the biggest discounts the office offers. This was make possible to cutting out the administration related to processing insurance.
Results: The program enrolled more than two times the members than estimated in its first year, and helped reduced attrition rates, and assisted in capturing new patients.