THEN WHY THE F**K DIDN’T YOU MAKE IT THAT WAY IN THE FIRST PLACE?

bloody-mary

Some 12 months ago now I wrote on these pages about a new mantra that I had adopted. I called it “What would the best in the world do?” and I don’t think it’s a coincidence that my business has more than doubled in size (on almost every measure) since I adopted the habit of forcing myself, several times every day, to ask – and answer – that question.

Now, to be clear, I’m not claiming that everything I do, or that my team do, yet meets the best in the world standard. I know that we have a long way to go, but my point is that by at the very least creating an awareness of it, by thinking about it, we are moving faster and making much more rapid progress.
On the recommendation of Mastermind member James Wilson, I recently got hold of a copy of a book by George Lois. If you haven’t heard of him then what you need to know is that he is an advertising legend who grew up alongside David Ogilvy in the late 50s and made his name in the 60s and 70s creating some of the most well-known and effective advertising campaigns in America. His book is called “Damn Good Advice (for people with talent!)” and James is right, it is a darned useful book and it’s also very easy to dip in and out of.
If you’re serious about building something worthy with your business it ought to be an essential addition to your library.
In the book, Lois tells the story of when he was in a bar in Las Vegas with the famous restaurateur, Joe Baum.
Baum ordered a Bloody Mary at the bar of his spectacular Forum Of The Twelve Caesars. Baum, before sipping his drink, asked the bartender “Is this the best Bloody Mary you can make?”
“Yes, Mr Baum” the bartender answered with assurance.
“Taste it” Baum ordered.
The bartender sipped and reflected.
“It’s good” he decided.
“Can you make a better one?” asked Baum.
The bartender mixed a new Bloody Mary.
“Now taste this one and tell me what you think” said Baum.
The bartender took a sip.
“This is very good, Mr Baum. It’s perfect!”
“Then why the f**k didn’t you make it that way in the first place?” barked the great Joe Baum.
Seems to me this is a story that we should all remember every time we do anything in life. It also seems to me to be a particularly important message to share with our staff.
But, of course, it has to be so much more than just telling the story. As leaders in our businesses we have to live and breathe this – and that’s difficult.
But then, no one ever said that it was easy or straightforward. Truth is for all of us, our lives are defined by the choices we make – which is why the vast majority of the population live mediocre lives.
It’s what separates us as entrepreneurs from the rest – if we think properly and act accordingly, that is.
IT’S ALL ABOUT IMPLEMENTATION 
Nobody who was at the National Entrepreneurs Convention and saw the video that Entrepreneur of the Year winner, Sian Nisbett, submitted as part of her entry can have failed to be impressed by the huge amount of implementation that Sian manages to get done.
We’ve just concluded the renewals of my six Mastermind Groups for 2015. It was one of my proudest achievements that 83% of this year’s Mastermind members have chosen to renew for next year.
What happens in Mastermind, fundamentally, is that we identify, collectively, the right things to be doing and then provide significant accountability to make sure it gets done. High quality thinking, followed by implementation.
The following note is one of several that I have received in the weeks since the Convention from members who were inspired by Sian and others that they met and heard from at the event, to get implementing. Here’s an abridged version of the note:

“The Convention was an awakening for all three of us who went. As a result of that weekend we’ve set a date of the end of November to close one part of the business. We’ve got a BOGOF deal running to clear stock quickly and we’ve used Infusion to let our 1500 strong database know. We’ve been inundated since we kicked off the campaign.
Also I’ve emailed my list letting them know that we are closing it and that we’re looking for someone to take it on. I’ve had five good enquiries so far!
We’ve set Facebook ads running…
…I’ve also reviewed our AdWords and upped that campaign significantly.
Have recruited an Account Manager to take over a lot of the day-to-day stuff that was bogging me down. Easy Online Recruitment have been great.
Spoken to a couple of book-keeping firms to outsource all of that.
Have bought some name badges for all staff, including myself.
Have met with Shoppers Anonymous and had a proposal from them which we’ll be moving forward with.
Set up a new phone system which records all calls.
Have sent out our first email on Infusion for the core business (despite having had Infusion for over a year!)
This is starting to clean the database and our “know like and trust” campaign kicks off next week and is all written.
We have set up an event to relaunch the shop after New Year and have got a PR company retained to work with us on this.
Tim from B60 called today to say our app will be ready on Monday and we’ll be using that to create a loyalty scheme amongst other stuff.
The team have been booked on a host of training courses via the TEAP Priority Booking.
There’s actually quite a few more bits and pieces as well, but I’m sure you’re starting to glaze over … for the first time we’ve got serious about what we’re doing …”

There’s quite an impressive list of implementation – and all in in less than three weeks.
The reality is that such progress could be made in your business as well – but only when you think the right way and focus your time and energy on the right things.
The vast majority of businesses are making very mediocre Bloody Marys, but boy do they taste good when you make one that’s perfect …