12 Steps for Small Business Owners. Please Stop the Denial. (Part I)
Posted by dan ronken
A short time ago, I ran across a post written by Pete Caputa where he was reviewing a '12 Step Social Media Program for Traditional Marketers.' I agree with his viewpoint and appreciate the twelve 'things' (which he re-named into 'steps') he was sharing with us.
Upon closer review, I realized these steps had nothing to do with the traditional twelve steps as laid out by many popular recovery groups. And why would they, anyway? After all, this post was not intended to help people recover from their addictions. It was for marketing folks and business owners to get started with social media.
So I started to think..."Could there be twelve steps for small business owners that can be 'loosely' based on the inherent wisdom of the traditional twelve steps of recovery?
Hence the inspiration for this post. The 'italicized words' are ones I changed to fit the context of this article. We'll cover five steps today and the remaining seven steps in the next post. Oh, I also thought it makes sense to switch out some of the religious language and keep it secular as well.
Step 1 - Admitted we were powerless over 'controlling everything on the web' and that 'some marketing aspects of our business' had become unmanageable.
Harnessing personal power and having control over our own destiny is deeply ingrained in the American Psyche. However, we are deeply in denial (get it) if we think we can control everything that is said about us on the web. Why then not take ownership of what you can control? By blogging, becoming active in social media, and by providing high value offerings, you can give your company a voice and take charge of your reputation on the web.
Step 2 - Came to believe that a power greater than ourselves can help restore our 'marketing budget and connection to others.'
While it's true that social media marketing may not cost you money upfront, it does require that you invest a certain amount of time in order to reap the rewards. And believe me, there are plenty of rewards out there for businesses who are willing to participate. If you embrace, and engage in social media marketing for business, you just might have a little spiritual experience of your own. After all, we are social creatures and have an inherent need to connect with others. This includes our customers (of course you must be aware of your professional boundaries).
Step 3 - Made a decision to turn our 'old will' and our 'out-dated paradigm' over to the care of 'those who choose to live in the past.'
Boy did I take a big leap and revise the original wording of this step! I'll probably take some heat for it but I think it makes total sense in the current business environment. It basically means, surrender. I don't mean simply give up. I'm referring to letting some things go and creating space for new ideas to flourish. Let your competitors be the ones left asking themselves, "What the hell happened?"
Step 4 - Made a searching and fearless 'factual' inventory of our 'company.'
The old and wise Socrates states, "An unexamined life is not worth living." Is it even possible to run a successful business without proper introspection? Identifying your true assets and liabilities(beyond the balance sheet) will help determine the character of your company and differentiation in the marketplace will surely follow.
Step 5 - Admitted to 'our higher accountant', ourselves and to another human being (our employees) the exact nature of our wrongs .
As a business owner, you obviously can't share every single mistake with your employees. Some things are best left pondered amongst your most trusted advisors. The message here is to open the channels of communication. Phone calls, surveys, mass mailings, blah! Find out in 'real time' what the heck is being said about your company by using such tools as Twitter and other social media platforms.
Conclusion Part I
So it's true, there are still plenty of small to mid-sized business owners that are still suffering, not only from the recent downturn in our economy, but also from a lack of understanding of how a few simple steps, if put into practice, may be the only intervention they need.
Please subscribe via email or RSS feed to hear the remaining steps included in my next post. Tell me what you think? Am I crossing the line by creating a 'mash-up' of these altruistic not-for-profit ideas and applying some of this wisdom to the business community?
Photo Credit: Howardo