A Great Idea Without Execution is Hallucination

Business success tips usually focus on issues like having a great idea, goals, strategy, financial plans, branding, customer service, measurement, operations, excellent people, etc. What is occasionally left behind are simple tips or rules for executing programs. This article describes both the issues and remedies to improve execution and thus, excellence.

“Do what you do so well that they will want to see it again and bring their friends.” -Walt Disney

Detail and excellence are really a culture in an organization and, not necessarily prescribed rules. For example, we sometimes ignore that marketing, excellence and effectiveness are all integrated. Airlines have done a great job automating operations like reservations and customer service to make service more efficient, reduce staff and provide quicker, better service. However, when something goes wrong like 120 degrees weather in Phoenix, they now lack the people to solve problems and literally destroy all the good intent they tried to create.

Your Culture and Perceptions Can Affect Execution

Don’t be afraid to fail. Instead, celebrate failure. Never be complacent. Michael Dell, founder and CEO of Dell Technologies says, “If you are only succeeding than you are not taking enough risks. See adversity as a challenge and look for the opportunity. Stretch yourself.”

In today’s world, you need to exceed, not just meet, the needs of your customers. You only have one chance to make a first impression. 90% of most impressions are made in the first 30 seconds of contact, and thus, less is more. Confidence, attention to details, flexibility, listening and always challenging how you can do better are the foundation of creating great execution.

How Do You Balance Establishing Procedures with the Need for Flexibility and Responsiveness?

Empower your staff and management to fix problems whether you are right or wrong. Knowing the individual “genius” of each member of your team will help ensure that their true gifts are being intelligently deployed and not squandered. And as a result, guarantees your business runs efficiently.

The greatest benefit of forecasting comes from prioritizing the 80-20 rule: 80 percent of sales come from 20 percent of a company’s products or services. Consider that the “chain is only as strong as the weakest link. Great ideas or products don’t offset bad pricing, marketing programs, forecasting or customer service.

There are some simple communications tools that we sometimes forget especially in stressful situations. Learn to say, “How are you?”, “Please” and “Thank you”. Listen and Be polite! These simple gestures reduce tension in situations and create more open discussion of issues.

“A life spent making mistakes is not only more honorable, but more useful than a life spent doing nothing. “-George Bernard Shaw

Understanding Change and Trends Can Greatly Improve focus

Internet retailing is growing 15-20% per year while brick and mortar retail is only growing 1-3%. Therefore, the opportunities on the internet are simply far greater than traditional retailers. Execution does not just involve internal staff and management. There are many reasons to consider engaging outside experts and managing them productively, as well as, managing in-house staff. For example, internet marketing, web design, social media, paid search, etc. require lots of different skills. You can’t do it alone.

In summary, maximizing details and execution are critical components of success. Great ideas are critical to provide differentiation. However, you do need the skills, experience and commitment to succeed. Don’t forget Execution!

Dr. Bert Shlensky, president of www.startupconnection.net, offers experience and skills and a team devoted to developing and executing winning strategies for businesses of all kinds. His books for the business entrepreneur: Marketing Plan for Startups & Small Business and Passion & Reality for Small Business Success, are available at www.startupconnection.net.