Tag Archives: MINDSET

Lindsay’s In Business: PART 66: Targeting evolution

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What happens when you realise your path is entrepreneurship rather than employment? Lindsay takes up the challenge and shares an account of her journey as it unfolds…

It seems like we’ve been going around and around on this since we started.

Correction. We havebeen going around and around on this since we started.


Here’s a bit of pre-amble before I get on to this topic about a development from last month.

I’m happily partnered with an oil and gas consultancy based in London who see that great projects need effective people.  They are happy to explore diversification into this area with Mirror Mirror.  It’s so nice to have that collaboration going on. It’s like dating for ages after being single!

Anyway, we’re now talking to a couple of big companies, connecting Mirror Mirror to their business needs (and budgets), namely Quality and HSE.  Both are a priority, and both relate to communication, behaviours and shared cognition.

Specifically, on Quality, ISO 9001is a standard that certifies companies for quality. The latest update includes these components:

 “Improve Engagement of PeopleThe new standard clearly states the need for all people to be competent, empowered, and engaged in delivering value. Organizations are expected to enhance employee communication, provide better clarity on job expectations, find ways to motivate employees to contribute to organizational success, capture regular feedback, and facilitate a dialog with supervisors to help employees achieve their growth plan.”

Enhance Leadership Involvement: Unlike the earlier ISO 9001 standard, the revised version emphasizes leadership involvement in quality management. The leadership team is expected to be highly committed to strengthening the outcome of the quality management program. They need to ensure that every business unit within the organization understands and accepts the changes brought about by the new standard to ensure a unified commitment to quality.”

Mirror Mirror fits completely – what a great angle! If we win some work there, we can start talking to other people in Quality – and they would be our targets. And we are only able to think along these lines now that we have real conversations with potential clients happening around them.

Now back to targeting.

A contact of mine once said that targeting is like folding a sheet of A4 paper. Write out who you think your product / service is aimed at, starting with the whole world.  Fold the paper in half.  Write out the sentence again but be more specific.  Fold again.  Repeat until the paper is tiny.

The theory is that if you have razor sharp targeting, your can direct your marketing activities there and will be more likely to get a response.

This is how my first attempt looked about a year ago:

1.     The whole world
2.     Teams in organizations
3.     Who want to improve performance / implementation
4.     And are forward thinking / open to new ideas
5.     And going through change
6.     Who speak English as a working language
7.     And are based in Western Europe
8.     And want more help with the people side


My contact told me that was still WAY too general.  I can see that now.  That’s a very big target group.  But I was stuck.  And I felt bad about that, because if he’s right, my inability to target was blocking the progress of my precious business.

A stubborn question kept me from moving forward: how do you hone a target for your sales efforts when your means to new business only comes from networking, which in itself is quite random?

And then I met Patricia.  A marketing freelancer, who within one hour taught me that HOW you market is the difference between success and failure.  She said if you market on a relationship-led basis, you can’t help but target because there are only so many relationships you can develop at once.

I explained my activities: I was networking, doing social media work, some conferences and articles.  “Yes”, she said. “I’m sure that’s right, but let’s look at HOW you are doing that.”

On a small budget, online networking – from a relationship development perspective – would look like inviting 1-1 connections on LinkedIn.  Perhaps contacting them once a week, with very short notes, links to things they might find interesting.  Not selling, just being kind. And then eventually asking if they’d like to meet.

And the next area – social media work.  Yes great.  But, as Patricia explained, let’s look at HOW I’m using these. Twitter isn’t what it was 5 years ago. It’s not so effective. LinkedIn is my channel.

Write articles, post, recycle, share the links with those NEW relationships that I’m building.  Get profile at conferences that link up. Test different content, see what gets the most clicks.

Towards the end, Patricia commented that it was good to meet with me in person because then she can understand how I think.  She said I’m a structured person.

Very structured. I know this.

So structured in fact, that I have been operating like a robot. Lists, tick, efficiency, straight to the point – WHERE WAS THE ADAPTABILITY, WHERE WAS THE SENSITIVITY AND THE SOCIAL MATURITY???!  I could kick myself.  Honestly. At this age, I should know better.

I’d need to use my judgement to gauge reactions and determine which people and situations are most receptive to Mirror Mirror.  And herein lies the problem. This for me is very difficult. I totally trust my experience and intuition that anyone in a complex situation can benefit from Mirror Mirror – if they’re open to it.  Seeing that that individual people who don’t recognise the need could represent the reaction of whole market areas, doesn’t make sense to me. Whether you see the need for Mirror Mirror or not is an emotional rather than a factual response.  It’s about them, not the whole market, surely.

But not everyone is a completely independent, challenging thinker like me. As Patricia explained, there are trends, people / roles / industries / cultures that will be more receptive to Mirror Mirror than others.  No matter how ambiguous that might seem, you need to spot the trends and hone-in on the most likely buyers.

So again, who is my target?

We already know that the business is coming to the point where we have identified certain business objectives (and budgets) that give us a ‘hook’ and a need. These are HSE, quality, the agile mindset, strategic communications, and performance in general.

Patricia brought up the situation of the new manager. Wouldn’t this be a great way to onboard?  OK so we added onboarding to the list.

“Who do you want to work for?” she asked.

Reluctantly, I became specific by saying “Large organizations, because that’s where the budgets are.”

“OK”, she said. “And if you went into an organization like that to do one team, which of your business objectives fits the best?  You have to go in step by step to build trust.”

Admittedly, going in to approach strategic communication with Mirror Mirror is more of an end-game because it would be so disruptive.  We’d have to build up to that point over years.  So that was out.  And the generic ‘performance’ piece is too broad.  So even though those two business cases were the basis on which Mirror Mirror was designed, we are left with HSE, quality, agile and onboarding. And the managers / leaders of those, who would be the buyers.

Immediately my targeting becomes clearer.  I don’t need to be so precious.

1.     The whole world
2.     Leaders and managers of teams
3.     In large organizations
4.     Based in English speaking Western Europe
5.     Who want to achieve better safety / quality / agility / onboarding
6.     And are forward thinking / open to new ideas
7.     And are under pressure to get better results
8.     And interested in developing relationships with external suppliers.

I will design a structured  – and socially sensitive plan – to test that target group and hopefully get sales in the process. Even if sales is 25% about targeting, 25% about story / pitch, 25% about credibility, and 25% about timing, every detail counts.

Mirror Mirror – … because a collective focus, with each team at the centre, drives performance.

Your story, our platform: If you’ve got a story and would like to share it with other Femflectors, please let us know. Femflection is all about transferring learnings to help others, be they big or subtle. We want to connect with your feelings, your learnings, your reflections or your hopes for the future – in blog or interview format. Express yourself here. Get in touch with us via anja.uitdehaag@femflection.com

For more content visit our website http://www.femflection.com


Lindsay’s In Business PART 61: All things to all people – stupid me 

What happens when you realise your path is entrepreneurship rather than employment? Lindsay takes up the challenge and shares an account of her journey as it unfolds…

I’m back in London and sitting in a café bar with my Business Development Director. We’re soon to meet a well-connected, very insightful contact he’s set up for me. We talk for the first time about the misalignment bonanza between us over the past months.

I realise now that he had held back from opening up his network to Mirror Mirror because the proposition just isn’t right.  It’s not something he feels he can sell. I don’t know how far that was conscious or unconscious, but while I’d been super task and delivery focused with the plan to revamp and sell sell sell, he’d been more people and impact focused. I’d lost trust with him way too quickly and he’d lost the communication with me way too quickly.

Continue reading

Lateral job move

massBy: Angie Falls

Since I am already six year with the current company I decided to make a lateral job change within my organization to gain experience and to increase the potential for advancement. Often I am being asked maybe its time to move on. You have been already so long with the company. A way too traditional mindset. I am all for thinking out of the box and exploring new ideas and different mindsets.  A job in a different department offers greater responsibilities and challenges. I can stay at the same location and be transferred laterally in another area. I choose this path instead of moving on and search for a challenge in a new company.

Reflecting on this choice makes me more determined to invest in this new function. I get the opportunity to learn new disciplines in the same branch. It gives me a new perspective with my current 20 years experience. When you have spend 2 decades in a specific discipline you develop skills which extends beyond the technical knowledge. Due to globalization and fast paced technological progress  It is more and more evident that soft skills need to be enriched along the way. One of the most important soft skill is the ability to see from another perspective than your own. Empathy is a skill to be strongly illuminated. It offers us a chance to gain insight in a topic or situation from another angle. If excersized from different angles this skill will enable us to make profound decissions. Self reflection another essential soft skill which if not possesed will restrain you. The lack of these skills can decrease employee productivity. Which soft skill are desired by companies depends on the cultural fit. In my opinion ownership is one of the soft skills which I feel the majority needs to focus on. Once I got the advice which sounds like this. In your profession you are the CEO of something whatever you’re responsible for.

Taking ownership of your work means assuming responsibility for helping the organization as a whole to succeed. I invest in the outcomes of my work, implementing ways to do things better and holding myself accountable when there is a negative outcome. I analyze, find solutions and perform on those solutions. This also gives me pride in my work and energizes me. Too often I meet people who do not enjoy their profession. Have lost passion in what they do or didn’t have the passion in the beginning. When the foundation is not solid how can we expect it will flourish. There was no ground to start with.

One of my personal challenges is my strong assertive personality. Too much assertiveness can become domineering. I am working on polite assertiveness. It helps addressing problems calmly and forthrightly and not shying away from difficult or cumbersome conversations.

To conclude my favorite list of soft skills;

  • Emotional Intelligence
  • Ownership
  • Staying Calm
  • Openness to Feedback
  • Polite Assertiveness
  • Decency
  • Integrity

Putting effort on a daily basis to develop and operate based on this soft skill set.

Your story, our platform: If you’ve got a story and would like to share it with other Femflectors, please let us know. Femflection is all about transferring learnings to help others, be they big or subtle. We want to connect with your feelings, your learnings, your reflections or your hopes for the future – in blog or interview format. Express yourself here. Get in touch with us via anja.uitdehaag@femflection.com

For more content visit our website http://www.femflection.com