Give-and-take growth: when it comes to achieving success in your business, compromise doesn't have to mean surrender

Entrepreneur, March, 2004 by Romanus Wolter

TRAVELING IN A STRAIGHT LINE MAY be the fastest way to get somewhere, but that doesn't mean it's the best way to grow your business. In fact, there are many mountains and seemingly impassable waterways that will alter your journey toward success.

As entrepreneurs, we often think that we must have all the answers and always know exactly what our next step will be. If we just keep "doing," we will achieve success. If we compromise, we assume we have failed or lost control of our destiny.

As humans, we do not have all the answers. Our goals change as we constantly learn and adapt. This is not surrender, but rather a natural progression. Make compromise part of your everyday vocabulary, and succeed by:

1. Realizing that you will have multiple successes. State your initial goal clearly, and realize that, as you learn from the real world, your goal may change. This does not mean you have failed; it simply means you have learned what works. Each new version of your goal is a step toward ultimate success.

2. Taking action to test your goals. To truly succeed, you must discover what works both in the marketplace and in your life. Ask your customers how your business can be improved--this real-world feedback will lead to continued success. Stay passionate about what you're doing by reminding yourself every night what you love about your business.

3. Changing your goats as you learn, Many entrepreneurs who find they must change their goals question the value of their past work. Stop worrying about how much time and effort you have invested in what you have accomplished. Be honest with yourself about where you are right now, and discover how to apply what you have learned to your new goal.

4. Sharing your new goals. Just because your goals change doesn't mean you've failed. Your friends, family and colleagues are there to help. However, they can't help if they don't understand your objectives. Explain your goals and how your research has shown you a better way to achieve success. When people understand what you truly intend to achieve, they will forget their doubts and support you.

Passion plus real action equals success. Speak of your new goals with the same fervor and enthusiasm you had when you first started out. People connect with and respect passion, and they will support you as you continue to achieve new successes.

COUNTDOWN TO START-UP

STEP 2: CREATE AN INSTANT IMPACT MESSAGE.

When most people heat about a new product or service, they immediately ask themselves "How will I or someone I know benefit from this idea?"

People process this question instantly--usually within 10 seconds. To inspire others to help you succeed, you need to develop an "instant impact message" that helps people immediately recognize the value your business offers.

Your instant impact message is a brief, powerful message that's based on the benefit you offer to your customers. Benefit distinguishes your business from the competition and makes it easy for people to remember you. They then become part of your sales team as they share information about your business.

Creating a winning message that clarifies your purpose and maintains a specific focus is really quite simple. First, write down how your business helps your customers. Circle any key descriptive words--ones that resonate with your heart. Then use the most exalting words to form a single statement that focuses on the key benefit your business provides. For example, if you own a restaurant, you can use "Healthy food that satisfies any appetite."

Use your instant impact message everywhere--at business functions and on your business cards. The more people hear about your business, the more business and ideas you'll generate.

Next month: Discover what works by taking field trips.

Speaker and consultant Romanus Wolter, aka "The Kick Start Guy," is author of Kick Start Your Dream Business. Write to him at romanus@kickstartguy.com.