You Don't Know What You Don't Know
I’m in a shoe store just recently, I’m looking for some new shoes, new funky black shoes, because I broke out of my old shoes. I walk into this shoe store, It’s a brand new shoe store that hasn’t been around very long. Probably the newest one around. And I go to the men’s section and it’s like three shelves of shoes, and I said, “Oh, you really don’t have much of a selection. I didn’t realize this was just a women’s shoe store.” And they go “Oh it’s not, you know, we have men’s shoes right here.” They’ve got a thousand pairs of women’s shoes and 10 men’s shoes. No, this isn’t a men’s shoe store. You’re not here to serve me. You’re not here to serve any man that needs a shoe. People have it in their mind, “Oh yeah well, look we’re a men’s shoe store. We have these twelve shoes. Don’t you want to pick one?” No, I don’t. They don’t look at it from the standpoint of serving the customer, serving the marketplace the best that they can. Every decision has to be about the marketplace and the customer, not about the entrepreneur and not about their business, not about their place of work. People’s mindset is completely wrong. It’s frustrating. But oftentimes, people don’t know what they don’t know. We call it unconscious incompetence. And I use a word often it’s called ignorance. And people get uptight about that and they think that I’m insulting them. But I’m not. Ignorance just means we don’t know what we don’t know. And so many entrepreneurs are floundering or struggling because they don’t know what they don’t know. And if you don’t even know what you don’t know, it’s impossible for you to succeed.
– Alan Goff
Identify your company's mission and purpose.
Get back to the basics. What was the reason you started your business in the first place? Let’s work together to figure out why your company exists, and the purpose that it serves. What is your value proposition and why? Is your staff on board with your mission?
Identify the needs of your clients.
What are the needs and wants of your prospective clients? Together, we will figure out how your business fulfills your customers’ needs. It is not enough to think you know what your customers need or want? Let’s figure out if there is a need in the marketplace for your product or service, and how much of a need. If there is no need, is there a want for your products or services, and how much of a want? Alan Goff will lead you to understand how to position your business to best serve the needs and wants of your prospective clientele.
Identify opportunities for improvement.
We know how your establishment fulfills the needs and wants of your customers. Now we will assess how to improve your performance. Alan will consult your business team and address any outstanding opportunities for improvement. Whether it be operations, financial management, priority management, strategy and goal mapping, human resources and team leadership, or any other identifiable area of concern, Alan Goff will lead you to accelerated achievements and radical results.