Background- Why backing off to get a better view is important to a mid-marketer

Why is it some companies always seem to stay on an even keel, and always, at least, appear to know where they’re going?

Maybe it’s because they actually do. As any successful person might offer, winning is no accident. Winning almost always requires some degree of talent, conscious effort, desire to improve, and personal commitment. Successful mid-sized companies are not much different.

One special tendency of the successful business is both the desire and ability to be self objective-something easier said than done. This means a company willing to see itself as a continuum of interactions from both inside and out, good and bad. The winning company knows its customers better, because it spends more time listening, and usually asks more questions.
Often, the lifeblood of its product and service can be drawn from a solid understanding of changing market needs, and the ability to deliver in different ways as needed. For example, it doesn’t necessarily avoid customer complaints. Rather, it might plan in advance how to respond and then act accordingly.

The sum total, then, of its products, services, and people form and fit a clearly defined position and personality. This is not “hocus-pocus.” This is something 3all great organizations ruminate over and perfect, behind closed doors. Its essence is something you, too, can bring to your organization. Naturally, one challenge is just finding the time.

MidMarketers like yourself are busy. You’re trying to juggle a million projects, manage resources as well as try to stay ahead of the competition. So, how could you possibly have time to explore your position and personality?

Still, ask yourself…

Can I quickly and clearly state the personality and position of my company without getting lost in a long list of services and industry buzz words? Might that list drift into a rundown of clients and accomplishments, too?
You can become much more effective and efficient by really defining your organization’s position and personality-who you are, not what you are.

Back off, Jack.

A MidMarketer running at full speed may find it hard to satisfy the number one prerequisite for defining the company personality and position. And this is, of all things… taking your foot off the gas for once… and backing off.
“Gung Ho” may work when initiating a promotional blitz. But it can snuff out any honest attempt at self-evaluation and gaining an objective view.
Backing off means stepping back and allowing a complete and objective understanding of the organization’s marketing position and personality to emerge.

As you would guess, this is easier said than done for most key executives in a mid-sized organization.

You can quickly review or refine your position, however, by following a simple process. It can start by creating a concise, single page “Position and Personality” document. Look for this template in our tools section. It’s just one piece of paper-one page. But it can encapsulate the position and personality of your brand or organization.
Doing so will generate multiple benefits, including:

• clearer communications
• better marketing initiatives
• one, unified voice to the public
• focused and rejuvenated efforts