Growth January 15, 2021

Stop Getting Lost in the Tactics

Paul Scrivens @Scrivs

Whenever you're trying to build a business it's very easy to continue to look for that one tactic that is going to change the world for you.

It's probably why so many of us get lost here in IH. We keep on waiting for those success stories to pop-up so we can look for more tactics.

Why is this a problem?

Because usually, the system for any successful business is always the same. The tactics can vary, but the tactics always fit within the system.

What exactly does this mean?

The game of basketball is a good example. The rules are the same for everyone and so is the final objective (score more points than the other team).

With that system in place, each team can figure out the tactics that they wish to use to win inside of the system.

It's why styles of play are constantly changing as each team looks for their new set of tactics (shoot more threes, play zone defense) to help them win.

But the system always remains the same.

It's no different when building a business. The system is always the same. You might not think it, but it's true.

Here's the system that I follow and the one I think all businesses follow either intentionally or unintentionally.

  1. Get them to notice you. Before anything people have to know you exist.
  2. Get them to pay attention to you. Now that they know you exist you have to keep them focused on you.
  3. Get them to trust you. Before they spend money they need to trust you.
  4. Convert that trust into money

That's it. That's the system of business for all businesses.

From here you can see how there are a ton of different tactics that you can apply to each step in the system above.

Some might turn to Twitter while others will look to Twitch. Some might start a blog while others will go with YouTube.

The tactics are never what cause success. The tactics only work when they fit within the system. It's why people will say that it took them 10 years for overnight success.

This is why building in public has become so popular because by default it implements the system above.

When you begin to talk about what you're building you get the right people to notice you.

When you continue to talk about it you get the right people to continue to pay attention.

When you talk about your successes and failures with building this thing (basically just being honest about what is happening) then you build their trust.

From there, selling is no longer selling. You're simply showing them that your offer exists and for those people that it's perfect for, they will buy it.

So when you stick to reading all of the success stories here and everywhere else, you can look at the tactics that they talk about, but take a step back to ensure you understand how those tactics apply to the system overall.

Because that's where the real wins happen.

  1. 1

    I agree with you @Scrivs. Honestly, a lot of the entrepreneurs dwell on tactics and strategies which are useless until you execute on them directly.

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