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UPFRONT» Happenings The Power of Why
8 Questions To Get You Thinking BY DONALD COOPER
s you plan for a more success- ful year in 2018, here are eight simple but powerful “why” ques-
tions to get you thinking and im- proving. Be sure to involve your staff. They know stuff, and they hate it when you don’t ask.
Why are we in business? How do we define finan- cial and personal success?
Why are we located where we are? Is it to
optimize growth or life- style, or both, or did it just happen and we’ve never questioned it? Is where we’re located related only to history or to current realities and future possibilities?
Why do we have the business mod- el we have? Will it be relevant and
sustainable in tomorrow’s very differ- ent world, or is it of historical interest only?
Why do our target customers buy what we sell? What functional,
emotional and financial value are they looking for?
Why should people buy from us? What is our compelling value
and experience that grabs our target customers, clearly dif- ferentiates us from our com- petitors, makes us famous and grows our bottom line?
the way we do when tech- nology or a simple shift in focus might allow us to reach a much larger market, if we’re ex- traordinary and if we choose to do so?
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For each process, policy or rule in our business, why do we do it that
way? Is it working? Does it deliver a safer workplace, compelling custom- er value, more engaged staff, an envi- ronmentally responsible outcome, im- proved efficiency or profitability?
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Why would top performers want to work for us rather than for
someone else? The real battle in business today is the battle for tal- ent. Are we a talent magnet? (The best people have to work for some- body. It’s just that we have to de- serve them.)
Donald Cooper has been both a world- class manufacturer (Cooper Sporting Goods) and an award-winning retailer. For the past 20 years he has worked with businesses to create compelling customer value, clarity of purpose and long-term profitability. Contact him or sign up for his newsletter at
www.donaldcooper.com.
Why do we define our target market
12 Fitness Business Canada January/February 2018
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