Double Post: Engage 1on1 “Super Sessions” and “Look Over The Fence”

Last week, Rebecca Grinnals announced that she and I are offering one day 1 on 1 "Super Sessions" for those of you in the wedding industry. 

If you are not familiar with Rebecca and her consulting business, Engaging Concepts, I can only say that you need to be.  I have known Rebecca for 4 1/2 years, have worked on several projects with her and speak weekly with her on just about every business topic you can think of.  Rebecca's knowledge of the wedding market is encyclopedic.  Her marketing smarts are ridiculous.  She has an uncanny ability to understand where the market is today, where it is heading, where your business fits (or doesn't) and what you need to do to take best advantage.

The Super Session is a one day intensive meeting to go through all aspects of your business model– marketing, market position, strategy, pricing, and structure.  The goal is to identify the strengths and weaknesses of your business and offer practical action plans to help you improve your business.  Prior to the session, we will provide you with a detailed questionairre that will help us thoroughly understand your business.  For the most part, Rebecca looks at business outside in, while I look inside out.  Having both perspectives available to you is what I think makes the "Super Session" so compelling.

I am so proud to be collaborating with Rebecca on the Super-Sessions and am very confident that we can really help your business and its development — near and long-term.  For additional information, availability, options and cost please contact Rebecca's office at engage@engagingconcepts.com or call 407.566.2298.

LOOK OVER THE FENCE

So often, creative businesses are limited by self-imposed constraints of industry standards.  Pricing, structure and marketing strategy are all based on how it is "supposed" to be done.  Even what is considered new is based on old, preconceived notions of what should be.  I suppose there is a certain safety in going with what has been proven in the past and what might still be functioning (as opposed to working) for you now.  Complacency though, in the end, will make you irrelevant.

Look at other creative businesses outside of your industry.  Ideas will abound.  How do fashion designers transcend their art and become a lifestyle brand?  More subtly, how does an architect price?  What makes a graphic designer's work valuable?  Next, look at non-creative businesses that do what you do — provide a product, service or both — and see what you can learn.  For instance, what can you learn about Walt Disney's customer service practices?  McDonald's branding and operations?  ZipCar's growth strategy?  You will be surprised as the assumptions you have made about how you thought it had to be done.  When you look with "beginner's eyes" you will probably find a better way.

Another side benefit of looking at businesses outside of your own industry is to discover markets for your business that would not be immediately apparent had you not looked.  Realizing that your skill set and your art apply outside of your industry is how happy accidents happen.