I’m sure I’ve learned more lessons than these in the past year, but as I look back on 2006, here are the one’s that stand out.
If you’ve got a business system in place that works, don’t change it because a new client doesn’t like it. Most of the frustrations, head banging, and poorly managed expectations of clients this year have come from when we deviated from our "flyte plan," the system we use to help clients develop effective Web sites and successful Internet marketing campaigns.
We’ve been through the development process almost 300 times in our existence, and we’re continually refining the flyte plan to build better Web sites. There’s a reason we ask for content before design, and a reason we have so many sign-offs along the way.
We do it because we want the client to make loads of money.
Now, before you say we need to be more flexible, read on….
If you do decide to abandon your system because of the needs of a client, replace that system with an agreed upon new system that works for both you and the client. This was the true lesson I learned this year. There are times that–for whatever reason–your way of doing things won’t work for a particular client. The perceived value of this client may get you to change your processes.
That’s OK.
What’s not OK is just taking the job without a new plan in place. You need to get with your client and determine a new system that does work, for both you and them. I’m not a big fan of business phrases like "proactive" or "paradigm," but you need to find that win-win situation.
Spend more money on training your staff. I’m not sure why I was so conservative when it came to sending co-workers to classes or having them take classes online, but it was a mistake. We started having our developers take CSS classes this year online, and although the feedback on that class was mixed, you can’t grow as a company unless your co-workers are increasing their knowledge base and keeping challenged.
Listen to your gut. This is a lesson I learned years ago, but I’m constantly reminded of how true it is. If your gut tells you to do something or to avoid someone, LISTEN TO IT! A mistake you make when listening to your gut isn’t a mistake, it’s a learning opportunity. You’ll never go wrong by listening to that little voice inside of you.
Mistakes are good. No, scratch that. They’re essential. If you’re not making mistakes, you’re too conservative and you’ll never grow. Your competitors will catch and surpass you and your customers will move on to better solutions. If you manage people don’t get angry if they make mistakes. Just make sure they learn from them. I’ve made too many mistakes in my life to be angry when someone else makes one.
However, you can get angry if they make the same mistake twice. That means they just weren’t paying attention.
Marketing rules. I almost followed that up with "advertising drools." Thankfully I didn’t, but there’s a big difference between marketing and advertising. Your business may require advertising, but there’s plenty of low-cost marketing options out there that are much more effective than a half-page ad in the local paper.
I found that teaching a class at the local university, writing this blog, doing speeches and starting an Internet marketing blog at MaineToday.com brought me more business than I could have gotten through traditional advertising. Plus, I wasn’t hampered by the limited space in a printed ad or the 30 seconds in a traditional TV spot.
Like I said, there’s probably a hundred other lessons I could have added here, but these are the wounds that are still fresh. What lessons did you learn this year?
