Testing, Benchmarking, Strategy and That Other Word. . .

By Steven Bauer

My previous posts have addressed testing and benchmarking , and strategy. With further contemplation and the feedback from those posts – I’d like to close a loop around those two and add another.

Aaron Goldman responded with a warning about stopping at benchmarking and the potential of “overanalysis paralysis”. That should be a definite concern for everyone. We must not allow ourselves to engage in that activity, nor should we allow clients to direct us down that path.

So, how do we prevent overanalysis paralysis?

To begin, strategy is our plan. Benchmarking is the baseline we use to evaluate our plan. And testing is the process to implement our plan. But what is the trigger that leads us to planning and guides how we act on the results? And then, what is it that will help us from engaging in overanalysis paralysis? The answer to both of those questions is – INTENTIONALITY. (There’s the other word!)

How can we determine intentionality? Ask questions.

Here are some good questions to uncover intentionality:
• What kind of company are you?
• What kind of company do you want to become?
• What kind of company must you become?
• What are your growth, size and profitability goals?
• What is happening in your industry, with your competitors and in general?
• What products or services do you offer?
• To what customers or users?
• On what basis do you want to compete?

This list of questions is by no means complete, so now here is your chance to discuss and add to the list. I look forward to your suggestions and input!

4 comments:

Dave McAnally said...

• What kind of company do you want to become?
• What kind of company must you become?


What's the difference between want and must here? And more to the point, how do you objectively answer these as two separate things?

Aaron Goldman said...

Steven - how do you differentiate "intentionality" from goals and objectives?

Steven said...

Aaron - understanding intentionality - what it is you are about and want to be about - should help you formulate your goals and objectives. Intentionality is broader base, where goals and objectives are specfic, measurable, attainable, relevant and time-based.

Steven said...

Dave – car companies want to sell the most cars, that is what they want. Today, they must become companies that produce cars that are fuel-efficient and eco-friendly. Maybe the question might be better phrased, “What kind of company is the marketplace driving you to become?”

 
Copyright © 2008 Resolution Media, Inc. All rights reserved.