Noah Berk

Even the most creative ideas need logic in order to connect with the right audience. You can have incredibly creative ads, websites, or social media campaigns, but if they don’t have the appropriate messaging that will help you achieve a specific business goal, they don’t hold much value. This is where knowing your audience is critical. How will they receive your ideas? Do your ideas help solve a problem? Always consider the data you will obtain from creative tactics to help you learn more about your customers, the market, and your business. Use this data to measure specific, measurable goals and gain as many insights as you can. Trends fade - you want people to think of your product or service when they're looking for a solution.

Speaking from the perspective of a consulting firm, our biggest costs are people. Therefore, it's critical to have the right people on your team who are meeting your expectations. Excellent consultants are worth 10x more than just a few “okay” consultants. If you focus on hiring the best people, training the best people, and giving them the resources they need to be successful, sure, their salaries may be higher, but in the long run, their output will be tenfold compared to your “okay” consultants. Hiring the right people is the easiest way to be more efficient, and ironically, help reduce expenses. High performers are more billable, able to handle more work at a faster pace, more proactive, and have stronger customer service skills.

“Market trend analysis” doesn’t have to be this big fancy ordeal. Sometimes, your team may get intimidated when you mention the market and may not understand what this really means for them. I recommend establishing a culture that encourages curiosity vs forcing structured learning and development. Inspire people to soak in new information and trends. Paying attention to the market could simply mean hopping on Google and finding recent articles about what’s going on in your industry. Every time I read an article, I usually walk away with at least one new piece of information. Breaking it down for your team and getting excited with them will likely help with resistance.

When you first outline your strategy, it can seem like you have plenty of time to hit deadlines, but one of the best things you can do is to hit the ground running while momentum is high. To avoid confusion with stakeholders, clearly communicate timelines and owners while the strategy is being finalized and approved, and make sure everyone is on board. Focus on small milestones to work toward bigger goals. A great way to keep everyone on track is to lean on a strong project management tool, like monday.com, which can serve as a shared source of truth. Lastly, when discussing strategic efforts, having conversations vs sending mass emails is usually more impactful. People want to help - like many things, it all comes down to communication!

There will always be conflicting opinions on a new business strategy and at the end of the day, you won’t make everyone happy. What you CAN do is reinforce the vision. Explain how the new strategy will solve a problem, grow the business, and benefit the team and brand in the long term - these are all components that are likely a part of your original vision. Remind the team how this new strategy will support the overall goals and objectives that make up the foundation of your business. New strategies will always arise - when you lean on your vision to be your North Star, and help guide you through shifts in the business, you'll establish consistency, and remain true to the core of who you are.

As a leader, you will always be faced with financial pressures. The strongest leaders adapt and pivot as circumstances change. When your finances are not strong, you have to prioritize where you’re spending your time, money, and resources. Revisit your original plan and figure out how you can still achieve your goals by streamlining expenses. Part of being a leader is getting creative in difficult situations, while maintaining a positive, but solution-oriented attitude. Be careful to not rattle your team as you’re navigating through these changes and do what you can to keep their spirits high. Changes in your financial situation does not mean you have to give up on your vision and strategy!