So when you’re getting ready to go, you need a system or process. And let me tell you a bad system or process is better than no process at all. What I mean is, you can always change things and move things in the direction that you want to go. But you can’t do that until you get going. You get going by using a process or system and it doesn’t matter. I’m specifically talking about marketing but it could be for anything. It could be for how you open close a retail location for the day. It could be how you hire people. It could be for how you videotape a Web video. It doesn’t matter. Any process, no matter how good you think it is, is always up for refinement. You should be able to look at it and say “Can we do this particular step or particular process a better way?” But it doesn’t matter. If you’ve got a bad process it’s something to get you going in the right direction. If you can look at the results and say “I didn’t come up with the results that I wanted, let’s try it a different way,” and you can modify different steps. Now there are a number of different businesses where they essentially sell you – as you might say – a business a box or a business an envelope. Generally what these are, are lists. They are processes that you are supposed to go through; This is how you get a new client, this is how you collect money, this is how you market yourself. These are the steps that you go through to accomplish or your tasks. Even with those “business in a box” you should be able to look at the process, measure your results and find out if this is working for you or not and then take steps to refine them.
