2023: Take Control Of Your Growth (1 of 5)

author
By Mo Bunnell

What's On My Mind

I love thinking strategically.

​And I love helping people grow their books of businesses, teams, practices, and organizations.

​That led me to design a simple four-box model I use to help people prioritize what to focus on next.

​I'm going to teach you this model in this five part series.

​Today: the model.

​Then: an article diving deep into each perspective.

​This is what I use in growing our business–it results in unlocks every time I use it.

​​First, let's tie back to last week. Like we talked, there are three ways you can think about growth: Sporadic, Sprint and Systems.

And like I closed last week's article...

Systems create staggering results.

Measurable. Repeatable. Consistent.

Back to the four-box model. It's about thinking through each important aspect of your business or book of business with a systems mindset.

​Important: I've found that there's always a limiting factor in every person or team's growth system.

​(If you want more on attacking limiting factors, I wrote about them earlier this year HERE.)

​Your job: Use the model to diagnose where you or your team's limiting factor is.

​Remove the most limiting factor, and you'll add growth.

​It's counterintuitive: remove to add.

And it works.

​eHere's the model.

Let me walk through each area.

First: Solution
The solution is what clients buy from you.
​Key question: Is your solution clearly differentiated in the marketplace? If not, this is a bottleneck.

Why?

​If you're not differentiated, you're a commodity. If you're a commodity, you won't win often, and when you do, it'll be at low pricing.

Most solutions are differentiated in one or more of four ways:

  • Higher ROI
  • Faster or safer process
  • More enjoyable or engaging for stakeholders
  • Tighter positioning or more focused approach

​I'll go deep on ways to think about and improve your Solution in a single article later, but for now ask yourself...

​How could you better differentiate your solution?

Second: PreBD

​PreBD is how people find you and, when done right, become predisposed to hire you before you even meet.

​Some people call this Marketing, but I like the phrase PreBD much better.

​PreBD means:

  • Activities that add tremendous value to the recipient, triggering awareness you exist, gratitude, and reciprocity.
  • Things that add so much value they spread and increase in impact over time. (Think: reverse half-life.)
  • Gratis content that prompts outreach to you to get even more value.

​(Soapbox point: I LOVE marketing professionals, the people doing great work. It's the word marketing that's getting a bad name, similar to how "sales" has a bad name. It's time for a rebrand!)

​PreBD is strategic. It is aligned with BD. And it rhymes.

​(Isn't rhyming awesome? It's especially fun when you don't expect it.)

​Key question: Do you have more leads than you can handle? If not, this is a bottleneck.

​Like the other four factors, I'll dig into PreBD deeply in its own article.

​(Hint: Digital assets grow in power over time, and I'll show you how to harness them.)

​But for now ask yourself...

​What are the most common questions you answer in initial conversations? That's what you can build your PreBD around.

Third: BD

​We all know what this means!

Key questions:

  • Do you and your teams convert at the rate you want?
  • Do you cross-service across your expertise areas as much as you want?
  • Is your BD process and playbook efficient across all your client-facing roles in the way other functions are efficient? (Like IT using agile or accounting using GAAP?)

If not, this is a bottleneck.

You know I'll have lots to say in that article!

But for now ask yourself...

​What part of BD isn't working as well as you'd like? What's your limiting factor? Certain roles? Client planning? Expertise areas? Geographies?

Last: Delivery

​For most of you reading this, you could replace Delivery with talent, but you might also consider your delivery process.

​Key question to ask yourself: Once something is purchased, do you have the talent and streamlined process to deliver, exceeding expectations, and creating raving fans?

If not, this is a bottleneck.

​You guessed it–we'll dig in deeper into Delivery a future article.

​But for now ask yourself...

​Where do we have pockets where we need more delivery talent or processes to get A+++ grades?

​Let's close this first article in the series with this.

​Attacking limiting factors is incredibly powerful.

​(Seriously, check out the previous article if you missed it!)

​It reverse engineers your thinking.

​There are countless people that need your expertise right now. Countless perfect clients. Countless dollars.

​Is your solution truly unique, to a level where they would sense in a matter of minutes?

​Are your perfect clients finding you at a rate you can barely keep up with?

​Can they easily buy from you to a level the process goes fast?

​Are they delighted after purchase to a level they want to tell others?

​Every leader I've ever shown this through has limiting factors. It's normal.

​And when you fix one, creating a major unlock, you'll find another.

​That's fine. The game is finding the next limiting factor and unlocking the flow.

​We'll tackle each area in an upcoming article. Four more!

​Best yet: this is going to give you a head start on next year.

​We'll attack growth head-on.

Let's Bruce Lee 2023!

Mo

ps. Speaking of PreBD...We are hiring another important team member, a Digital Media Specialist. This is a different role than what we promoted the last few weeks.

If you know of someone that would be interested, have them apply HERE.

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