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CONNECT. LEADERS. DECISIONS. RESULTS. COACHING. JOIN. STRATEGY. GROWTH. SUCCESS. NETWORK. EXPERTISE. VISION NGTH. TRIUMPH. CHALLENGE. ADVISE. ADVISORS. DECISIONS. COMMUNITY. CONNECT. LEADERS. DECISIONS.TRUST. STRATEGY. TRIUMP Y. LEADERSHIP. GLORY.CONNECTIONS. GLORY. ADVISE.JOIN.CHALLENGE.COMMUNITY.ADVISE.ADVISORS.CHALLENGE. COACHING . RESULTS. COACHING. JOIN. SUCCESS. GROWTH. NETWORK. EXPERTISE. TRIUMPH. GLORY. ADVISE. ADVISORS. EXECUTIVE. COAC TY. CONNECTIONS. STRENGTH. TRIUMPH. GLORY. STRATEGY. GROWTH. SUCCESS. NETWORK. EXPERTISE. DECISIONS.RESULTS. COA EADERS. DECISIONS. RESULTS. COACHING. JOIN. STRATEGY. GROWTH. SUCCESS. NETWORK. EXPERTISE. VISIONARY. LEADERSH . CHALLENGE. ADVISE. ADVISORS. EXECUTIVE. COMMUNITY. CONNECT. LEADERS. DECISIONS.TRUST. STRATEGY. TRIUMPH. JOIN. NET HIP. GLORY.CONNECTIONS. GLORY. ADVISE.JOIN.CHALLENGE.COMMUNITY.ADVISE.ADVISORS.EXECUTIVE. COACHING. GLORY. CO COACHING. GROWTH. SUCCESS. GROWTH. NETWORK. EXPERTISE. TRIUMPH. GLORY. ADVISE. ADVISORS. EXECUTIVE. COACHING.COM ONS. STRENGTH. TRIUMPH. GLORY. STRATEGY. GROWTH. SUCCESS. NETWORK. DECISIONS.RESULTS. COACHING.GLORY. CONNECT. LE . JOIN. SUCCESS. GROWTH. NETWORK. EXPERTISE. TRIUMPH. GLORY. ADVISE. ADVISORS. EXECUTIVE. COACHING.COMMUNITY. CO HIP. STRENGTH. TRIUMPH. CHALLENGE. ADVISORS. EXECUTIVE. COMMUNITY. LEADERS. DECISIONS.TRUST. STRATEGY. JOIN. NET S. ADVISE.JOIN.CHALLENGE.COMMUNITY.ADVISE.ADVISORS.EXECUTIVE. COACHING. GLORY. CONNECT. LEADERS. DECISIONS. RE

FOUR TENETS OF GROWTH: How CEOs Can Drive Results & Profits in 2011

WTH. NETWORK. EXPERTISE. TRIUMPH. GLORY. ADVISE. ADVISORS. EXECUTIVE. COACHING.COMMUNITY. CONNECT. LEADERS. CONNEC RATEGY. GROWTH. SUCCESS. NETWORK. EXPERTISE. DECISIONS.RESULTS. COACHING.COACHING. GLORY. CONNECT. RESULTS NETWORK. EXPERTISE. TRIUMPH. GLORY. ADVISE. ADVISORS. EXECUTIVE. COACHING.COMMUNITY. CONNECT. LEADERS. CONNEC NETWORK. EXPERTISE. DECISIONS.RESULTS. COACHING.EXECUTIVE. CARING. CONNECT. LEADERS. DECISIONS. RESULTS. COACHIN NETWORK. EXPERTISE. VISIONARY. LEADERSHIP. CONNECTIONS. STRENGTH. TRIUMPH. CHALLENGE. ADVISE. ADVISORS. EXECU DECISIONS.TRUST. STRATEGY. TRIUMPH. JOIN. NETWORK. EXPERTISE. VISIONARY. LEADERSHIP. GLORY.CONNECTIONS. GLORY. ADVISE ADVISORS.EXECUTIVE. COACHING. GLORY. CONNECT. LEADERS. DECISIONS. RESULTS. COACHING. GROWTH. SUCCESS. GROWTH. NET VISE. ADVISORS. EXECUTIVE. COACHING.COMMUNITY. CONNECT. LEADERS. CONNECTIONS. STRENGTH. TRIUMPH. GLORY. STR . EXPERTISE. DECISIONS.RESULTS. COACHING.COACHING. GLORY. CONNECT. LEADERS. DECISIONS. RESULTS. COACHING. JOIN. SU SE. TRIUMPH. GLORY. ADVISE. ADVISORS. TRIUMPH. CHALLENGE. ADVISE. ADVISORS. S. DECISIONS.TRUST. STRATEGY. TRIUMPH Y. LEADERSHIP. GLORY.CONNECTIONS. GLORY. ADVISE.JOIN.CHALLENGE.COMMUNITY.ADVISE.ADVISORS.EXECUTIVE. COACHING World’s Leading ChiefNETWORK. ExecutiveEXPERTISE. Organization . RESULTS. COACHING.The JOIN. SUCCESS. GROWTH. TRIUMPH. GLORY. ADVISE. ADVISORS. EXECUTIVE. COAC

EXECUTIVE. CARING. CONNECT. LEADERS. DECISIONS. RESULTS. COACHING. JOIN. STRATEGY. GROWTH. SUCCESS. NETWORK. EXPERTISE. VISIONARY. LEADERSHIP. CONNECTIONS. STRENGTH. TRIUMPH. CHALLENGE. ADVISE. ADVISORS. DECISIONS. COMMUNITY. CONNECT. LEADERS. DECISIONS.TRUST. STRATEGY. TRIUMPH. JOIN. NETWORK. EXPERTISE. VISIONARY. LEADERSHIP. GLORY.CONNECTIONS. GLORY. ADVISE.JOIN.CHALLENGE.COMMUNITY.ADVISE.ADVISORS.CHALLENGE.


2 FOUR TENETS OF GROWTH

Although the recession officially ended in June 2009, economic uncertainty reigned for months for executive leaders. But now the signs of optimism are beginning to appear: t5ISFFRVBSUFSTPGBMM$&0TFYQFDUUIFJSCVTJOFTTUPJNQSPWFJO BDDPSEJOHUP UIF27JTUBHF$&0$POmEFODF*OEFY BOENPSFUIBOIBMG QFSDFOU QMBOUP hire in the year ahead. t%VSJOHUIFIPMJEBZTFBTPO SFUBJMTBMFTSFCPVOEFEUPQSFSFDFTTJPOIJHIT 4QFOEJOHSFBDIFECJMMJPODPNQBSFEUPCJMMJPOJOUIFTBNFQFSJPEJO  BDDPSEJOHUP.BTUFS$BSE"EWJTPST4QFOEJOH1VMTF XIJDIUSBDLTTBMFTCZBMM payment forms. t*OEVTUSJBMQSPEVDUJPOSPTFQFSDFOUJO%FDFNCFS BDDPSEJOHUPUIF'FEFSBM Reserve, and factory orders rose 0.7 percent. With this new sense of confidence, now is an ideal time for business leaders to “sharpen their saws� in preparation for success this year and pinpoint the areas that XJMMNBLFUIFHSFBUFTUEJGGFSFODFGPSUIFJSPSHBOJ[BUJPOT 8FWFTFMFDUFEGPVSDBUFHPSJFTPGGPDVTCBTFEPOUIFJSUJNFMJOFTTBOEVSHFODZGPS $&0TBOECVTJOFTTPXOFSTDVTUPNFSBDRVJTJUJPO IFBMUIDBSF HSFFOJOJUJBUJWFTBOE QSPEVDUJWJUZ&BDIPGUIFGPVSUFOFUTJODMVEFTTVHHFTUJPOTGPSJODSFBTJOHZPVSFGmDJFODZ  MPXFSJOHZPVSDPTUTBOETUFFSJOHZPVJOBEJSFDUJPOPGHSPXUIGPSBMMPG

Tenet One: Refine Your Customer Acquisition Strategy 5PEBZ DPOTVNFSTVOMJNJUFE PGUFONPCJMF BDDFTTUPJOGPSNBUJPOBCPVUCSBOETIBT fundamentally altered their approach to buying. (BSUOFS *OD UIFXPSMETMFBEJOHJOGPSNBUJPOUFDIOPMPHZSFTFBSDIBOEBEWJTPSZ DPNQBOZ FTUJNBUFEUIBUCJMMJPOQFPQMFDBSSJFEIBOETFUTDBQBCMFPGSJDIDPNNFSDF CZUIFFOEPGWith more than a quarter of small to medium Vistage member companies naming retention and acquisition as the most pressing issues their firms currently face, leaders are rethinking their sales strategies. 5IFUSVUIJTUIBUUIFPMEGVOOFMNFUBQIPSGPSNBSLFUJOHOPMPOHFSBQQMJFT"T .D,JOTFZQSJODJQBM%BWJE$&EFMNBOXSJUFTGPSUIFHarvard Business Review UPEBZT DPOTVNFSTBSFiQSPNJTDVPVTwJOUIFJSCSBOESFMBUJPOTIJQT5IFZDPOOFDUXJUINBOZ CSBOETJOEFQFOEFOUMZ GSFRVFOUMZiFYQBOEJOHUIFQPPMCFGPSFOBSSPXJOHJUw *OUIFNPTUTVDDFTTGVMTDFOBSJP DPOTVNFSTSFNBJOBHHSFTTJWFMZFOHBHFEXJUIUIF CSBOETUIFZCVZGSPN FTTFOUJBMMZDPMMBCPSBUJOHXJUIFBDICSBOETEFWFMPQNFOUUISPVHI recommendations and social media.

Š2011 VISTAGE INTERNATIONAL. ALL RIGHTS RESERVED.


3 FOUR TENETS OF GROWTH

5IFRVFTUJPOGPSMFBEFSTOPXJTHow can they adopt engagement-driven marketing strategies that reach and convert consumers in this highly connected ecosystem — and what low-cost technologies, if any, can help them do so effectively and authentically? We examine several ways to revamp your DVTUPNFSBDRVJTJUJPOTUSBUFHZ BOENFBTVSFJUTTVDDFTT 

1. Stop Selling and Start Nurturing *OCustomer-Centric Selling BVUIPST.JDIBFM5#PTXPSUIBOE+PIO3)PMMBOEEFTDSJCF OFYUHFOFSBUJPONBSLFUJOHBTBDPOWFSTBUJPO i*OUPEBZTDPNQFUJUJWFFOWJSPONFOU BTBMFTQFSTPONVTUCFTJODFSFBOEDPNQFUFOUKVTU UPHFUUIFPQQPSUVOJUZUPDPNQFUF wUIFZXSJUFi5IFPOMZQFSTPOXIPDBODBMM<UIF QSPEVDU>BTPMVUJPOJTUIFCVZFS5IFTFMMFSDBOOPUBOETIPVMEOPUEFmOFBTPMVUJPOw +JN$FDJM 7JTUBHFTQFBLFSBOEBOFYQFSUJOOVSUVSFNBSLFUJOH TBZTUIBUDVMUJWBUJOH OFXCVTJOFTT JOTUFBEPGEFNBOEJOHJU JTUIFPOMZXBZUPSFWJWFnBHHJOHTBMFT )FTDPBDIFEDPVOUMFTT$&0T .JDSPTPGUQBSUOFSTBOE7JTUBHFNFNCFSTXPSMEXJEF POUIFOVSUVSFBQQSPBDI5IFGVOEBNFOUBMJEFBJTIBSEMZOFX CVUUIFBCJMJUZUP DVTUPNJ[FJUXJUIUIFFOEMFTTXFBMUIPGEBUBXFIBWFJTSFWPMVUJPOJ[JOHUIFOVSUVSJOH of customer relationships. i5IFXPSMEIBTTIJGUFESJHIUVOEFSOFBUIPVSGFFU BOECFDBVTFJUTIBQQFOJOHPOUIF *OUFSOFU XFEPOUMPPLBUJUFWFSZEBZ wIFTBZT /VSUVSFNBSLFUJOHLFZTJOPOUIPTFDIBOHFTCZUBSHFUJOHDVTUPNFSTOFFET BT expressed in the multitude of social connections and interests they chart online. :PVDBOEFQMPZUIFTFGPVSTUFQTXJUIMJUUMFNPSFUIBOBO*OUFSOFUDPOOFDUJPOBOE a few stamps:  Identify your top current customers and your top prospects. 2. Individualize your interactions before you begin by using available technology FWFOBTJNQMF(PPHMFTFBSDI UPBTTFNCMFLFZJOGPSNBUJPOPOUIFUPQDVTUPNFST BOEUPQQSPTQFDUTZPVWFJEFOUJmFE  InteractBGUFSZPVPCUBJOiBCTPMVUFFYQMJDJUwQFSNJTTJPOUPEPTP$VTUPNJ[F JOUFSBDUJPOTCBTFEPOUIFJOGPSNBUJPOZPVWFGPVOE 4. Influence your most important prospects through regular, meaningful interactions. "TVDDFTTGVMOVSUVSFNBSLFUJOHDBNQBJHOJTXFMMPSHBOJ[FE$FDJMTDPSFTUSBUFHZ JODMVEFTBOJOEJWJEVBMJ[FEMFUUFSXSJUJOHDBNQBJHOUPUPQQSPTQFDUT TQBDFEBUJOUFSWBMT BOEGFBUVSJOHUSJOLFUTBTTUBOEJOTGPSSFBMMJGFNFUBQIPST UIJOLTISFEEFEDBTI )FTTP TQFDJmDBCPVUJOEJWJEVBMJ[BUJPOPGUIFNBSLFUJOHJOUFSBDUJPOUIBUIJTCPPLTNurturing Customer Relationships DPBVUIPSFECZ&SJD3BCJOPXJU[ BOE101 Best Nurturing Tips PVUMJOFIPXUIFNBJMTIPVMEMPPL -VNQZNBJMHFUTPQFOFE4JHOMFUUFSTJOCMVFJOL %POUVTFFOWFMPQFTXJUIXJOEPXTCFDBVTFJUMPPLTMJLFKVOLNBJM 

©2011 VISTAGE INTERNATIONAL. ALL RIGHTS RESERVED.


4 FOUR TENETS OF GROWTH

5IJTJTXIBU$FDJMDBMMTUIFiESJQJSSJHBUJPOwBQQSPBDIÂ&#x2030;UIBUJT OVSUVSJOHQSPTQFDUT SFHVMBSMZBOEFOTVSJOHUIBUFBDIUPVDIJTNFBOJOHGVMUPUIFNi5PEBZJUTBNBUUFSPG DSFBUJWJUZBOETFOTJUJWJUZBOEBVUIFOUJDJUZ wIFTBZTi-JWFUIFQIJMPTPQIZPGIFMQJOH DVTUPNFSTTVDDFFE OPUKVTUCVZw 5IFUBLFBXBZJTUIBUyou must touch your customers in ways they understand, at regular intervals, with information that is of emotional value to them.

2. Spend More Time on Winback $VTUPNFSEFGFDUJPOJTQSPCBCMZPOFPGUIFNPTUPWFSMPPLFEJTTVFTGBDJOHTBMFT EFQBSUNFOUT:FU BT+JMM(SJGmOBOE.JDIBFM8-PXFOTUFJOQPJOUPVUJOCustomer Winback: How to Recapture Lost Customers and Keep Them Loyal, dollar for dollar, XJOOJOHCBDLDVTUPNFSTJTNPSFTVDDFTTGVMBOENPSFDPTUFGGFDUJWFUIBOOFX DVTUPNFSBDRVJTJUJPO 8IZ 4JNQMF%FGFDUPSTBSFGBNJMJBSXJUIZPVSQSPEVDU BOEZPVDBOQFSTPOBMMZBEESFTT UIFNJOBXJOCBDLFGGPSUUIBUQSPQPTFTUPTPMWFUIFJSQSPCMFNPSEFTJSF "OZXJOCBDLTUSBUFHZNVTUDBQJUBMJ[FPODVTUPNFSJOGPSNBUJPOBOEJOWPMWFBO JOEJWJEVBMJ[FEBQQSPBDIÂ&#x2030;UIJOLPGJUBTOVSUVSFNBSLFUJOHGPSEFGFDUPST:PVNVTU JEFOUJGZUIFEFGFDUPSTBOEJOnVFODFUIFNUPCFDPNFDVTUPNFSTBHBJO 5IFOVNCFSTTQFBLGPSUIFNTFMWFT0OBWFSBHF BDDPSEJOHUPSFOPXOFEMPZBMUZFYQFSUT (SJGmOBOE-PXFOTUFJO ZPVIBWFBQFSDFOUDIBODFPGTFMMJOHTVDDFTTGVMMZUPQSFWJPVT DVTUPNFST CVUPOMZBQFSDFOUDIBODFPGUVSOJOHOFXQSPTQFDUTJOUPDVTUPNFST

3. Integrate Your Online Marketing Strategy 5IFBCJMJty to determine what is valuable to prospects largely depends on your ability UPFGGFDUJWFMZBOBMZ[FEBUBBCPVUUIFN0UIFSXJTF UIFBDRVJTJUJPOQSPDFTTJTTUJMMBTIPU JOUIFEBSL %BWJE#PPUI 7JTUBHFTQFBLFSBOEGPVOEJOHQBSUOFSPG8FC4IBSF JTBOFYQFSUJO EBUBESJWFOXFCNBSLFUJOH)FTBZT i%BUBBMPOFEPFTOUESJWFJNQSPWFNFOUTÂ&#x2030;JUKVTU IFMQTZPVNFBTVSFXIBUTIBQQFOJOH:PVIBWFUPVTFUIBUEBUB ESBXJOTJHIUTGSPNJU  BOEUBLFBDUJPOJOPSEFSUPFGGFDUSFBM NFBTVSBCMFDIBOHFw #PPUIFNQIBTJ[FTUIBUUIFSFBSFUISFFQJMMBSTUPTVDDFTTGPSBOZPOMJOFNBSLFUJOH strategy and that a successful web strategy integrates all three: Traffic acquisition 2. Conversion Measurement

©2011 VISTAGE INTERNATIONAL. ALL RIGHTS RESERVED.


5 FOUR TENETS OF GROWTH

4UBSUCZBOBMZ[JOHFWFSZQJFDFPGXIBUZPVEPPOMJOFÂ&#x2030;XIBUZPVSFQVUUJOHPVUUIFSF BTQBSUPGZPVSCSBOEÂ&#x2030;mSTU tOptimize your website.5IJTEPFTOUNFBOBTLJOHZPVS*5HVZUPSFBEBCPPL BOEDIBOHFTPNFDPEF0QUJNJ[BUJPOJTUIFQSPDFTTPGEFWFMPQJOHBDPOTUBOUMZ evolving strategy that reacts to your customers. Be systematic and passionate about measurement, constantly experiment, use surveys and other voice of customer tools, and run usability tests. tDrive qualified traffic.5IFmSTUTUFQUPEPJOHUIJTXFMM BDDPSEJOHUP#PPUI JT UISPVHIGPSNBMLFZXPSESFTFBSDI0OMZBGUFSZPVLOPXXIBUZPVSUBSHFUNBSLFUJT MPPLJOHGPSDBOZPVEFWFMPQIJHIMZUBSHFUFEPSHBOJDBOEQBJETFBSDIDBNQBJHOTBDSPTT the right platforms that will drive conversions. tUse social media. "GUFSBMM JUTXIFSFUIFOBUJPOBMDPOWFSTBUJPOJTUBLJOHQMBDFUPEBZ #SJBO%VOO $&0PG#FTU#VZ XSJUFT i&JUIFSZPVSFQBSUPGUIBUDPOWFSTBUJPOPSZPVSF OPUw"OEJUTGSFF tConnect your online and offline strategies.*UNBLFTHPPECVTJOFTTTFOTF BOEJU IFMQTCVJMEMPZBMUZBOEFBSOFENFEJB BMTPLOPXOBTXPSEPGNPVUI +PIO+BOUTDI  TNBMMCVTJOFTTNBSLFUJOHFYQFSUBOEGPVOEFSPG%VDU5BQF.BSLFUJOH QSFEJDUTUIBU POMJOFUPPGnJOF 00 XJMMTIBQFTNBMMCVTJOFTTTVDDFTTJO tShift ad dollars from using paid media to building outlets and content. #JMM(FPSHF QSPGFTTPSPGNBOBHFNFOUQSBDUJDFBU)BSWBSE#VTJOFTT4DIPPM UIJOLT providing content to tailored demographics is better than a Super Bowl commercial GPSTPNFCSBOET)FDJUFTFYBNQMFTPGDPNQBOJFTEPJOHJUXFMMJOUIFHarvard Business Review: t,SBGU'PPETJTPOFPGUIFMBSHFTUQVCMJTIFSTPGGPPESFMBUFENBUFSJBMT t*#. launches thought leadership communities. t1FQTJ$PVTFTTPDJBMOFUXPSLTUPSFBDITPDJBMFOUSFQSFOFVST tIntegrate social customer relationship management (CRM). Gartner predicts that TPDJBMUFDIOPMPHJFTXJMMCFJOUFHSBUFEJONPTUCVTJOFTTBQQMJDBUJPOTCZ-FBEJOH $3.TPGUXBSFJTJODSFBTJOHMZXFCCBTFE5BLFBEWBOUBHFPGNPCJMFUFDIOPMPHZUIBU CSJOHTJUBMMUPHFUIFS MJLF4ZCBTF.PCJMF4BMFT$3.BQQ

4. Capitalize on Business Intelligence â&#x20AC;&#x153;Swimming in oceans of data is not business intelligence,â&#x20AC;? says Booth. â&#x20AC;&#x153;We now have unprecedented access to tools and streams that can generate enormous amounts of EBUBSBOHJOHGSPNDMJDLTUSFBNBOEWPJDFPGDVTUPNFSUPVTBCJMJUZQBUUFSOTBOECFIBWJPSBM EBUB8IJMFUIJTQSFTFOUTBHSFBUPQQPSUVOJUZ JUTBMTPTPPWFSXIFMNJOHJUDBOBDUVBMMZCF a problem.â&#x20AC;?

Š2011 VISTAGE INTERNATIONAL. ALL RIGHTS RESERVED.


6 FOUR TENETS OF GROWTH

With the right metrics, Booth says, you can start to learn and understand who your DVTUPNFSTBSFBOEXIBUUIFZXBOU5IFOZPVDBOSFBDUUPUIBUBOEEFWFMPQJNQPSUBOU predictive measures about your business and sales strategy. But you have to get serious BCPVUBMMPDBUJOHSFTPVSDFTGPSEBUBBOBMZTJTUIFEBUBXPOUUFMMZPVXIBUUPEP )FHJWFTTQFDJmDFYBNQMFTPGBDUJPOBCMFJUFNTUIBUDPNFGSPNBOBMZ[JOHCVTJOFTTEBUB ZJFMEFECZGSFFUPPMT GSPN(PPHMF"OBMZUJDTUP5XJUUFS t%POUXBTUFZPVSUJNFDPVOUJOHWJTJUTBOEQBHFWJFXTNPOUIBGUFSNPOUIFocus on pulling insights out of the data by looking at the outliers and analyzing the things that changed or differed from your expectations.5IF*OUFMMJHFODF feature of Google Analytics can save you days of digging through reports. tRun A/B and multivariate tests to get more people to convertÂ&#x2030;ZPVNJHIU not actually need to collect their fax number to get them signed up for your OFXTMFUUFS*GZPVEPOUIBWFBDPOWFSTJPOSBUFPGQFSDFOU ZPVTIPVMEIBWFB test running right now. tLook at the differences among geographic and visitor segments and the way they consume your content or traverse your site.:PVDBOBEKVTUUPUIFJS QSFGFSFODFTEZOBNJDBMMZVTJOHDPPLJFT *1BEESFTTCBTFEHFPMPDBUJPOBOEFWFO $3.EBUB tFind correlations between day parts and ROI and adjust your advertising to take advantage of the best profit margins. Remember, you have unprecedented control of the way your advertising dollars are spent. You can UBSHFUBOZUIJOHGSPNUJNFPGEBZUP[JQDPEFUPUIFUZQFPGEFWJDFZPVSBETBSF shown on. tFind the campaigns, traffic sources, channels, and keywords that youâ&#x20AC;&#x2122;re spending money on that are yielding low conversion rates and spend those dollars on higher ROI activities instead. t-PPLBUUIFUZQFTPG5XFFUT CMPHQPTUT DPOUFOU BOE'BDFCPPLJOUFSBDUJPOTUIBU HFUOPSFTQPOTFBOEUIFPOFTUIBUUFOEUPHFOFSBUFCV[[BOEUSBGmDFocus on giving your followers what they want. As with any strategy you develop for improving sales, Booth recommends investing JOQSPDFTTBOESFTPVSDFTSBUIFSUIBOKVTUNPSFTPGUXBSFi'PSFWFSZZPVTQFOEPO a tool, spend $9 on the people who use the tool. While some level of marketing automation is already here, there will never be a program or algorithm that can completely replace your vision, your experience, and ultimately your strategy.â&#x20AC;? +JN$FDJMDPODVST"VUPNBUJPODBOPOMZHPTPGBSÂ&#x2030;XIFUIFSJUT$3.TPGUXBSFPS (PPHMF"OBMZUJDT&WFOBTJODFSFBQQSPBDIUPOVSUVSFNVTUIBWFBCVTJOFTTQSPDFTTUP support it. i8FBSFOPUHPJOHUPHPCBDLUPUIFPMEQSBZFSNFUIPE QSBZJOHGPSUIFQIPOFUP SJOH wIFTBZTi8FSFHPJOHUPIBWFUPIBWFBQSPDFTTGPSDVTUPNFSBDRVJTJUJPOMJLFXF do for every other thing in the house.â&#x20AC;? Š2011 VISTAGE INTERNATIONAL. ALL RIGHTS RESERVED.


7 FOUR TENETS OF GROWTH

Tenet Two: Understand How to Maximize Your Health Care Options "O0DUPCFSTVSWFZPGNJENBSLFU64DPNQBOJFTCZ&EHFXPPE1BSUOFST *OTVSBODF$FOUFS &1*$ TIPXFEUIBUOFBSMZUISFFRVBSUFSTPGSFTQPOEFOUTIBEZFU UPDPNQMFUFBTUSBUFHZUPBEESFTTUIFMPOHUFSNJNQBDUPGIFBMUIDBSFSFGPSN:FU QSPWJTJPOTPGUIF1BUJFOU1SPUFDUJPOBOE"GGPSEBCMF$BSF"DU 11"$" TIPSUFOFEUP "$" BSFBMSFBEZJOFGGFDU BOENPSFDIBOHFTBSFPOUIFXBZ 8IBUCVTJOFTTMFBEFSTBSFDFSUBJOBCPVUJTDPTU4JYUZmWFQFSDFOUPGSFTQPOEFOUTJO UIF27JTUBHF$&0$POmEFODF*OEFYFYQFDUFEUIBUUIF3FDPODJMJBUJPO"DUPG XPVMECFCBEGPSCVTJOFTT"OPWFSXIFMNJOHQFSDFOUFYQFDUUPQBZNPSFGPS CFOFmUTEVSJOHBMMPG BDDPSEJOHUPUIFUIJSERVBSUFSJOEFY You can preempt a loss of morale (and a big dollar increase) by being proactive, communicating with your staff, and developing a strong plan that helps employees become better health care consumers. A simple cost shift is not TVGmDJFOUTUSBUFHZ8FHJWFZPVUISFFDPODSFUFXBZTUPUBLFDBSFPGZPVSFNQMPZFFT and your bottom line without sacrificing either.

1. Develop and Disseminate an Employer Plan of Action #FGPSFZPVEPBOZUIJOHFMTF VTFUIFTFDIBOHFTJOUIFMBOETDBQFPGFNQMPZFSTQPOTPSFE IFBMUIDBSFBTBOFYDVTFUPUBLFBHPPEMPPLBUZPVSDVSSFOUCFOFmUTTJUVBUJPO i:PVOFFEUPIBWFBOFNQMPZFSQMBOPGBDUJPOIBWFJUJOXSJUJOH5IFmSTUTUFQJT DPNQMJBODF5IFFNQMPZFSQMBOPGBDUJPOTIPVMECFEFTJHOFEUPJOUFHSBUFUIFDIBOHFT JNQPTFEVOEFS11"$"JOUPUIFFNQMPZFSTIFBMUIQMBOBOEUPBTTJHOSFTQPOTJCJMJUZ GPSWBSJPVTGVODUJPOTSFMBUJOHUPJOUFHSBUJPOBOEDPNQMJBODF wTBZT3PCFSU'SJFENBO  BQBSUOFSBUUIF.JBNJPGmDFPGUIF)PMMBOE,OJHIUMBXmSNBOEMFBEFSPGUIF mSNTOBUJPOBM&NQMPZFF#FOFmUT &YFDVUJWF$PNQFOTBUJPOBOE&3*4"QSBDUJDFHSPVQ 'SJFENBODPOEVDUFEB7JTUBHFXFCJOBSPOIFBMUIDBSFSFGPSNJO"QSJMi#FZPOE UIBU XIBUEPFTZPVSCSPLFSTBZ *TZPVSCSPLFSHPJOHUPFOTVSFUIBUZPVSQMBOJTJO DPNQMJBODF <&NQMPZFST>BSFOPUVTFEUPIBWJOHUPXPSSZBCPVUJUw tEnsure compliance first. 5BMLUPZPVSCFOFmUTDPOTVMUBOUPSJOTVSBODFCSPLFS BCPVUUIFDVSSFOUQSPWJTJPOTPGIFBMUIDBSFSFGPSNBOEXIBUTDIBOHJOHUIJTZFBS tDevelop a clear two-part employer plan in writing."EESFTTTIPSUUFSNJTTVFT MJLFDPWFSBHFPGEFQFOEFOUTVQUPBHFmSTU5IFOPVUMJOFBMPOHUFSNTUSBUFHZ  TVDIBTXIFUIFSZPVSFNQMPZFFTXJMMCFFMJHJCMFGPSUIFIFBMUIFYDIBOHFTJO t Communicate with your leadership team.+FOOJGFS#FO[ DIJFGTUSBUFHJTUPG #FO[$PNNVOJDBUJPOTJO4BO'SBODJTDP SFDPNNFOETCVJMEJOHNPSBMFJOZPVS management by communicating your plan of action to them. She suggests having BUXPNJOVUFPWFSWJFXSFBEZGPSTFOJPSTUBGGNFNCFST

©2011 VISTAGE INTERNATIONAL. ALL RIGHTS RESERVED.


8 FOUR TENETS OF GROWTH

%FOOJT5VNNJOJB BOJOTVSBODFFYQFSUBOE&1*$QSJODJQBM TQFBLTOBUJPOBMMZPOIFBMUI DBSFi*XPVMETBZJOBSPPNPGQFPQMF QFPQMFSBJTFUIFJSIBOETUPTBZUIFZSF LFFQJOHVQXJUIDIBOHFTJOIFBMUIDBSF wIFTBZTi.PTUQFPQMFGFFMJUTHPJOHUPHP BXBZ5IFSFwill be political footballing, but health care reform is going to happen.â&#x20AC;?

2. Communicate Openly with Your Employees 5IFNPTUSFDFOU&NFSHJOH8PSLGPSDF4UVEZTIPXTUIBUQFSDFOUPGFNQMPZFFTWJFX UIFJSIFBMUICFOFmUTBTDSJUJDBMUPUIFJSSFUFOUJPO ZFUPOMZQFSDFOUBSFIBQQZXJUI UIFJSFNQMPZFSTDVSSFOUQMBO8IBUXJMMIBQQFOXIFOFNQMPZFFTBSFBTLFEUPGPPUB greater percentage of the bill without explanation? i&NQMPZFSTOFFEUPCFUBMLJOHUPFNQMPZFFTBCPVUIFBMUIDBSFSFGPSNJOBOPQFO  IPOFTUEJBMPHVFUIBUJTWFSZDMFBSBCPVUXIBUTLOPXO XIBUTVOLOPXO BOEIPXJUT DIBOHJOH wTBZT#FO[i*UIFMQTCVJMEUSVTU DBMNTFNQMPZFFTGFBST BOEIFMQTFTUBCMJTI them as a credible leader.â&#x20AC;? tControl water cooler talk by initiating the conversation.#FO[QPTUFEBCMPH FOUSZBGUFSUIF/PWFNCFSPQFOFOSPMMNFOUQFSJPETIPXJOHTOJQQFUTGSPN FNQMPZFST FNQMPZFFTBOEPUIFSTPO5XJUUFS5IFHPTTJQJTBMSFBEZPVUUIFSF"TB leader, you have the opportunity to correct misinformation. tUse reform as an opportunity to discuss business strategy. i:PVWFOFWFS IBEBOPQQPSUVOJUZMJLFUIJTUPGPDVTPOZPVSCFOFmUT6TFUIJTUPZPVSBEWBOUBHF BOEIFMQ<FNQMPZFFT>VOEFSTUBOEUIFJOWFTUNFOUUIFDPNQBOZNBLFTBOEXIBUJT JOUIFJSQPXFSUPDIBOHF wTBZT#FO[ tStay positive.*GZPVBSFTXJUDIJOHZPVSFNQMPZFFTUPBDPOTVNFSEJSFDUFE  IJHIEFEVDUJCMFIFBMUIQMBOUPTBWFNPOFZ FNQIBTJ[FUIBUUIJTJTBOPQQPSUVOJUZ GPSUIFNUPCFDPNFTUFXBSETPGUIFJSPXOIFBMUIDBSFDPOTVNFSJTN$POUSJCVUF UPUIFJSnFYJCMFTQFOEJOHBDDPVOU '4" JOZFBSPOF tCreate information resources.#FO[TVHHFTUTZPVTBWFNPOFZBOETUBGGUJNFCZ DSFBUJOHBXFCTJUFUIBUDPNNVOJDBUFTLFZDPOUBDUJOGPSNBUJPOUIBUFNQMPZFFTDBO BDDFTTBOZUJNF5IJTXJMMQSFWFOUZPVS)3TUBGGGSPNmFMEJOHFWFSZRVFTUJPO CVUJU will also go a long way toward building trust in your communications. 5IFOFXSFBMJUZJTUIBUUBMLJOHBCPVUIFBMUIDBSFPODFBZFBSJTOPUTVGmDJFOU5BLFGVMM advantage of the opportunity to connect with your team through open dialogue.

3. Control Costs by Investing in Wellness &BSMZBEPQUFSTPGXFMMOFTTXFSFNBJOMZMBSHFTFMGJOTVSFEFNQMPZFST BOEUIFZSF BMSFBEZSFBQJOHUIFCFOFmUT#VUUIFFOPSNPVTTBWJOHTQPUFOUJBMPGXPSLQMBDFXFMMOFTT JTOUESJWJOHDIBOHFJOTNBMMFSmSNTKVTUZFU0OMZQFSDFOUPGSFTQPOEFOUTJOUIF &1*$TVSWFZSFQPSUFEUIBUUIFZQMBOOFEUPJNQMFNFOUBXFMMOFTTQSPHSBN i&WFOTNBMMPSHBOJ[BUJPOTDBOCFOFmUUSFNFOEPVTMZGSPNGPDVTJOHPOXFMMOFTT wTBZT #FO[i'JSTUPGBMM IFBMUIJFSQFPQMFBSFCFUUFSGPSFWFSZCPEZ4FDPOEMZ QFPQMFGFFMWFSZ QPXFSMFTTJGZPVEPOUHJWFUIFNBOZUIJOHUPEPEVSJOHBUJNFPGDIBOHFw Š2011 VISTAGE INTERNATIONAL. ALL RIGHTS RESERVED.


9 FOUR TENETS OF GROWTH

5IFSFTFBSDIJTDMFBS)FBMUIJFSQFPQMFBSFBCPPOUPUIFXPSLGPSDF6QTIPUTPG XPSLQMBDFXFMMOFTTJODMVEF t%FDSFBTFEFNQMPZFFBCTFOUFFJTNBOETJDLMFBWF t*ODSFBTFEQSPEVDUJWJUZ t%FDSFBTFEXPSLSFMBUFEJOKVSJFT t3FEVDUJPOJODISPOJDDPOEJUJPOTMJLFPCFTJUZBOEEJBCFUFTUIBUESJWFVQQSFNJVNT 5IFHPWFSONFOUIBTBMTPBMMPDBUFENJMMJPOJOHPWFSONFOUHSBOUEPMMBSTUP FODPVSBHFTNBMMFNQMPZFST XJUIGFXFSUIBOFNQMPZFFT UPJNQMFNFOUXPSLQMBDF XFMMOFTTQSPHSBNTJOmTDBMZFBS5IJTJTNFBOUUPPGGTFUUIFSFMBUJWFMZIJHIFS cost burden that small employers face if they choose to offer health care benefits at all. &YQFSUTTVHHFTUTNBMMBOENJETJ[FEmSNTTUBSUQMBOOJOHBXFMMOFTTTUSBUFHZOPXJGUIFZ XBOUUPNBLFUIFNPTUPGUBYCFOFmUTBOEHSBOUNPOFZ tGet informed. "OBMZ[FDPNQBOZNFEJDBMEBUBUPmOEPVUXIBUTNPTUBGGFDUJOHZPVS employee population, and tailor your wellness or preventive offerings accordingly. tImplement health risk assessments.5IFTFBTTFTTNFOUTBSFSFTFBSDI RVFTUJPOOBJSFTFNQMPZFSTDBOPCUBJOUISPVHIJOTVSBODFQSPWJEFSTPSUIJSEQBSUZ DPNQBOJFTGPSBNJOJNBMDPTUQFSIFBE&NQMPZFFTXIPLOPXUIFJSIFBMUISJTLTBSF better health care consumers. tHelp your employees make better choices. 5IFTXJUDIUPiDPOTVNFSEJSFDUFEw IFBMUIDBSFJTOUBDPTUTIJGUJUTBDVMUVSFTIJGU)FMQZPVSTUBGGNFNCFSTCFDPNF NPSFTPQIJTUJDBUFEIFBMUIDBSFDPOTVNFST5IFHPWFSONFOUGVOEFE4NBMM#VTJOFTT 8FMMOFTT*OJUJBUJWFJTBHPPEQMBDFUPTUBSU tUse group-based challenges to make wellness fun. *OOPWBUJWFJOEVTUSZMFBEFST MJLF-JNFBEF BOPOMJOFXFMMOFTTDPNQBOZ IBWFQSPWFOUIBUQFFSTVQQPSUFE DIBOHFXPSLTÂ&#x2030;BOEJUTGVO 4IJGUJOHFNQMPZFFTJOUPIJHIEFEVDUJCMFQMBOTJTFBTJFSJGFNQMPZFSTDPOUSJCVUFUP IFBMUITBWJOHTBDDPVOUTPSnFYJCMFTQFOEJOHBDDPVOUT"OEJUNFBOTFNQMPZFSTHFUUIF CFTUPGCPUIXPSMETCPUUPNMJOFTBWJOHTBOENPSFQSPEVDUJWFQFPQMF 5VNNJOJBQPJOUTPVUUIBUIFBMUIDBSFDPTUTIBWFCFFOSJTJOHGPSBWFSZMPOHUJNFBOE that perhaps the best strategy of all is for employers to embrace the spirit of the SFGPSNi5IFSFJTPOMZPOFTPMVUJPOUPSFEVDJOHDPTUTUBLJOHCFUUFSDBSFPGPVSTFMWFT w he says.

©2011 VISTAGE INTERNATIONAL. ALL RIGHTS RESERVED.


10 FOUR TENETS OF GROWTH

Tenet Three: Go Green (SFFOJOHZPVSCVTJOFTTJTOPMPOHFSKVTUBQBTTJOHGBEJUTBOPQQPSUVOJUZUPCVJME DBDIFUJOUIFNBSLFUQMBDF JOOPWBUFBOEVMUJNBUFMZQSPmU"MNPTUQFSDFOUPG SFTQPOEFOUTJOUIF27JTUBHF$&0$POmEFODF*OEFYSFQPSUFEBMSFBEZNBSLFUJOH UIFJSDPNNJUNFOUUPTVTUBJOBCJMJUZPSiHSFFOQSBDUJDFTwUPDVTUPNFSTPSDMJFOUT'PSUIF QFSDFOUOPUZFUPOCPBSE UIFCVTJOFTTDBTFGPSHFUUJOHTUBSUFEJOJTTUSPOHFS than ever. 4VTUBJOBCJMJUZJTOPMPOHFSBCPVUiMBZJOHEPXOJOGSPOUPGUIFCVMMEP[FS wTBZT(SBIBN 3VTTFMM 7JTUBHFTQFBLFSBOEGPSNFSFYFDVUJWFEJSFDUPSPG$POOFDUFE0SHBOJ[BUJPOT GPSB3FTQPOTJCMF&DPOPNZ $03& *UTBCPVUDVUUJOHDPTUTBOEDSFBUJOHOFXQSPEVDUT XIJMFSFEVDJOHPVSCVSEFOPOUIFQMBOFU‰BOEWFSZMJUUMFDBQJUBMJOWFTUNFOUJT SFRVJSFEUPHFUTUBSUFE *OGBDU 3VTTFMMFTUJNBUFTUIBUNPTUTNBMMCVTJOFTTFTDBODVUFOFSHZDPOTVNQUJPOCZ QFSDFOUXJUIFWFOUIFNPTUCBTJDNFBTVSFT MJLFDBVMLJOHXJOEPXTBOEUVSOJOH off machines. ENERGY STAR estimates that small businesses that invest strategically in energy efficiency can cut utility costs 10-30 percent. Add to that appliance rebates and available tax credits, and you’re looking at major bottom-line savings.

1. Set a Sustainability Plan in Motion 5IFCVTJOFTTDBTFGPSTVTUBJOBCJMJUZIBTOFWFSCFFODMFBSFS$PNQBOJFTMJLF8BM.BSU BOE-FYNBSLBMSFBEZSFRVJSFWFOEPSTUPIBWFUSBOTQBSFOUTVTUBJOBCJMJUZQSPHSBNT *ODSFBTJOHMZ CVTJOFTTMFBEFSTOFFEUPBOTXFSUPSFHVMBUPST DPOTVNFSTand clients BCPVUUIFJSFOWJSPONFOUBMBOETPDJBMQSBDUJDFT#VUUIFCJHHFTUTIJGUPGBMMJTOU DPNQMJBODFESJWFO 3VTTFMMJTBWPDBMQSPQPOFOUPGTVTUBJOBCJMJUZBTBCVTJOFTTQSPQPTJUJPOi-BSHF DPNQBOJFTIBWFBMSFBEZSFBMJ[FEOPUPOMZDBOUIFZTBWFNPOFZ CVUUIFSFBSF PQQPSUVOJUJFTUPNBLFNPOFZCZEFWFMPQJOHOFXQSPEVDUTBOETFSWJDFT wIFTBZT i5IJOLPGTVTUBJOBCJMJUZJOUFSNTPGIPXZPVEPUIJOHT ZPVSCVTJOFTTQSPDFTTFT4UBSU JOBQMBDFXIFSFZPVHFUUIFCJHHFTUCBOHGPSUIFTNBMMFTUCVDLJOUIFTIPSUFTUBNPVOU of time.” 'PSUVOBUFMZ SFTPVSDFTBUUIFTNBMMCVTJOFTTMFWFMBSFNVMUJQMZJOH"DBTFJOQPJOUJT 3VTTFMMTDVSSFOUQSPKFDU)FJTTJUFNPEFSBUPSGPS4VTUBJOBCMF0GmDFSDPN BVOJRVF QFFSUPQFFS 11 JOGPSNBUJPOFYDIBOHFGPSQSPGFTTJPOBMTFOHBHFEJODSFBUJOHBOE JNQMFNFOUJOHTVTUBJOBCJMJUZJOJUJBUJWFTJOUIFJSPXOPSHBOJ[BUJPOT5IF11TJUFJTB venture of ColoradoBizNBHB[JOF %S,BUIZ.JMMFS1FSLJOT 7JTUBHFTQFBLFSBOEQSFTJEFOUPG.JMMFS$POTVMUBOUT PVUMJOFTB mWFQSPOHFEQMBOGPSCVTJOFTTMFBEFSTUPKVNQTUBSUTVTUBJOBCJMJUZPO(SFFO#J[DPN  Assess the baseline. 4IFTVHHFTUTZPVBOBMZ[FXBTUFIBCJUTBOESFTPVSDFVTBHF &OFSHZBVEJUTDBOIFMQ ©2011 VISTAGE INTERNATIONAL. ALL RIGHTS RESERVED.


11 FOUR TENETS OF GROWTH

2. Identify best opportunities. :PVSTNJHIUCFJOXBUFSVTFSFEVDUJPOPSJOLDBSUSJEHF SFDZDMJOH'JHVSFPVUXIFSFZPVDBONBLFUIFCJHHFTUEPMMBSJNQBDU  Plan implementation steps. 'PSNBMJ[FXIBUTNBMMTUFQTXJMMSFTVMUJOTBWJOHT 4. Set deadlines./BNFXIPTSFTQPOTJCMFGPSNFFUJOHUIFN  Keep revising the plan.:PVSTVTUBJOBCJMJUZQMBO MJLFZPVSCVTJOFTTQMBO XJMMFWPMWF over time. %FDJEJOHXIFUIFSBHSFFOJOJUJBUJWFTIPVMECFJNQMFNFOUFEBUBMM BT%BOJFM$&TUZ BOE"OESFX48JOTUPOFNQIBTJ[FJOGreen to Gold: How Smart Companies Use Environmental Strategy to Innovate, Create Value, and Build Competitive Advantage, TIPVMEJOWPMWFBCVTJOFTTQSPDFTTNVDIMJLFBOZPUIFSQSPEVDUJOUSPEVDUJPO 5IFCFOFmUTBSFGBSSFBDIJOHi%PJOHUIFSJHIUUIJOHBUUSBDUTUIFCFTUQFPQMF FOIBODFTCSBOE WBMVFBOECVJMETUSVTUXJUIDVTUPNFSTBOEPUIFSTUBLFIPMEFST wXSJUF&TUZBOE8JOTUPO

2. Leverage Emerging Technology for Long-Term Savings &WPMWJOHUFDIOPMPHZJTNBLJOHHPJOHHSFFOFWFONPSFDPTUFGGFDUJWF.BOZOFYUTUFQ TVTUBJOBCJMJUZNFBTVSFTSFRVJSFBOVQGSPOUJOWFTUNFOUJOOFXUFDIOPMPHZ CVUUIFTBWJOHT are exponential: t Install LED lighting. Yes, turning the lights off when you close up shop is good. #VUXIZOPUMPPLBIFBEUP-&% PSMJHIUFNJUUJOHEJPEF UFDIOPMPHZUPTBWFPO FMFDUSJDJUZSFMBUFEPQFSBUJOHFYQFOTFT &OFSHZ4UBS-&%MJHIUJOHVTFTBUMFBTU QFSDFOUMFTTFOFSHZUIBOJODBOEFTDFOUMJHIUJOHBOEMBTUTMPOHFS UJNFTMPOHFS UIBOJODBOEFTDFOUBOEUJNFTMPOHFSUIBOnVPSFTDFOUT 4BWJOHTBSFFOPSNPVT $IJMJTSFTUBVSBOUT GPSJOTUBODF FYQFDUTUPTBWFNJMMJPOBOOVBMMZXJUI-&% tSwitch to cloud computing.1SJWBUFPSQVCMJDDMPVEDPNQVUJOHTPMVUJPOTBSFBO FYDFMMFOUXBZUPSFEVDFPQFSBUJOHFYQFOTFTJODVSSFECZJOIPVTFTFSWFSTBOEUIF SFTPVSDFTSFRVJSFEUPNBJOUBJOUIFN TPNVDITPUIBUTUBUJOHUIFUFDIOPMPHZTWBMVF JOUFSNTPGiHSFFOOFTTwTFFNTTVQFSnVPVT&WFOGFEFSBMBHFODJFTBSFDMJNCJOHPO CPBSEUIFZXJMMTQFOEBQSPKFDUFECJMMJPOPOUFDIOPMPHJFTUPSFEVDFFOFSHZ DPOTVNQUJPO JODMVEJOHDMPVEDPNQVUJOH CZ#VUUIFTUFFQSFEVDUJPOJO VQGSPOUDPTUTJTESJWJOHTNBMMCVTJOFTTBEPQUJPO tTelework.-FBQTBOECPVOETJO*OUFSOFUTQFFEBTXFMMBTQMBUGPSNTGPSNBOBHJOH XPSLFSTÂ&#x2030;GSPNXFCCBTFENFFUJOHTPO(P5P.FFUJOHDPNUPWJEFPDIBUBOE70*1 UFMFDPOGFSFODJOHÂ&#x2030;BSFESBTUJDBMMZSFEVDJOHPVSOFFEUPDPNNVUFGSPN4IBOHIBJUP .JBNJGPSNFFUJOHT PSFWFONJMFTGSPNIPNFUPUIFPGmDF:PVMMDVUUIPVTBOET PGUPOTPGDBSCPOFNJTTJPOTCZBWPJEJOHQMBOFGBSFTBOETIJGUJOHTUBGGUPUFMFXPSL POMZPSQBSUJBMUFMFXPSLJOHTUBUVTi$VUSFBMFTUBUFDPTUTCZ DVUUVSOPWFS SBUFBOEJNQSPWFQSPEVDUJWJUZ4UBGGCFOFmUGSPNBOFGGFDUJWFTBMBSZSBJTFPG QFSDFOUCFDBVTFUIFZSFOPUQBZJOHGPSHBTPSXFBSBOEUFBSPODBST wTBZT3VTTFMM 5IFQPUFOUJBMCFOFmUTBSFTUSJLJOH"TVSWFZPG $JTDPFNQMPZFFTTIPXFE UIBUQFSDFOUDPOTJEFSFEUFMFXPSLJOHJNQPSUBOUUPUIFJSPWFSBMMKPCTBUJTGBDUJPO GVSUIFSNPSF JUTBWFE$JTDPNJMMJPOBOOVBMMZJOUJNFBOEQSPEVDUJWJUZDPTUT "OEUIFJSXPSLFSTPOMZUFMFDPNNVUF POBWFSBHF UXPEBZTBXFFL

©2011 VISTAGE INTERNATIONAL. ALL RIGHTS RESERVED.


12 FOUR TENETS OF GROWTH

tUse fuel cell–powered energy. 'VFMDFMMTQSPEVDFMPXFNJTTJPOFMFDUSJDJUZBUB UJOZGSBDUJPOPGOPSNBMVUJMJUZDPTUT5IFUFDIOPMPHZIBTCFFOBSPVOEGPSZFBST  but only recently has it become durable and affordable enough for business use. $MFBS&EHF1PXFS 'VFM$FMM&OFSHZBOEPUIFSNBOVGBDUVSFSTBSFMFBEJOHUIFXBZ 0OFIPUFMJFSMPXFSFEIJTVUJMJUZDPTUTQFSDFOU BOEDBSCPOEJPYJEFFNJTTJPOT QFSDFOU XJUIIJT$MFBS&EHFTZTUFN5IFDJUZPG4BO%JFHPKVTUQBSUOFSFEXJUI #JP'VFMT&OFSHZUPDSFBUFDMFBOQPXFSGPS6$4%BOEBNVOJDJQBMXBUFSGBDJMJUZ

3. Innovate to Unlock Profit “Any company that DBOEFWFMPQBUPPMPSQSPEVDUPSTFSWJDFUPCFDPNFAHSFFOFS PS JGUIFZSFXJMMJOHUPXPSLXJUIDVTUPNFSTUPCFDPNFHSFFOFS IBTBSFBMDPNQFUJUJWF BEWBOUBHF w.JMMFS1FSLJOTTBZT 4VTUBJOBCJMJUZJTPOFXBZTNBMMCVTJOFTTFTDBOEJGGFSFOUJBUF‰BOEESJWFOFXTPVSDFT PGSFWFOVF‰JO&YFDVUJWFTBUQSJOUJOHHJBOU-FYNBSLBDUVBMMZQSFGFSUPXPSL XJUITNBMMWFOEPSTi5IFZCFMJFWFUIFJSTNBMMDPNQBOZTVQQMJFSTBSFNPSFnFYJCMFBOE DSFBUJWF wFYQMBJOT.JMMFS1FSLJOT 5IFSFBSFNBOZFYBNQMFTPGTNBMMDPNQBOJFTNBLJOHTVTUBJOBCJMJUZQBSUPGUIFJS business proposition. She describes two that are doing it particularly well: tClose the Loop. $MPTFUIF-PPQJTB64DPNQBOZEFEJDBUFEUPSFDZDMJOHUPOFS BOEJOLKFUDBSUSJEHFT5IFZIBWFB[FSPXBTUFQPMJDZBOEXPSLXJUINBOVGBDUVSFST UPSFUVSONBUFSJBMTGPSSFVTFJOOFXQSJOUFST DBSUSJEHFTBOEPUIFSQSPEVDUT‰FWFO QFOT5IFZGPSNFEQSFGFSSFEQBSUOFSTIJQTXJUIJOEVTUSZMFBEFSTMJLF-FYNBSL and Xerox. t Greensource Organic. 4FBUUMFCBTFE(SFFOTPVSDF0SHBOJD$MPUIJOH$PNQBOZ TVQQMJFTPSHBOJDDPUUPOUPCJHCPYDIBJOTXJUIPVUIJHIDPOTVNFSDPTUTCZ DSFBUJWFMZNBOBHJOHJUTTVQQMZDIBJOSFMBUJPOTIJQT‰CPUIXJUIUIF8BM.BSUTBOE ,PIMTBUUIFUPQBOEUIFGBSNJOHDPPQFSBUJWFTBUUIFCPUUPN"OEJUTCFFOEPJOH TPGPSZFBST

Another “Green” Benefit: Attracting Younger Generations of Workers 'PSTNBMMFSCVTJOFTTPXOFSTXIPBSFPOFEPXOJOUFSNTPGXBHFTBOECFOFmUT  TVTUBJOBCJMJUZIBTBMFTTFSLOPXOBEWBOUBHFBUUSBDUJOHUIFCFTUZPVOHUBMFOUUP build, grow and innovate from within. i8IBUXFIBWFGPVOEJOPVSSFTFBSDIJTZPVOHFSQFPQMFXBOUUPXPSLGPSHSFFO DPNQBOJFT wTBZT1FSLJOTi5IFZXJMMUBLFMFTTNPOFZJGUIFZGFFMMJLFUIFZSFXPSLJOH GPSBDPNQBOZUIBUTEPJOHTPNFUIJOHNFBOJOHGVMJOUIFTVTUBJOBCJMJUZBSFOBw

©2011 VISTAGE INTERNATIONAL. ALL RIGHTS RESERVED.


13 FOUR TENETS OF GROWTH

Tenet Four: Become an Efficiency Machine 5IFMFBTUFGGFDUJWFFYFDVUJWFTBOENBOBHFSTBSFPGUFOUIPTFXIPMPPLUIFCVTJFTU" ZFBSNBOBHFNFOUTUVEZDPOEVDUFECZ%ST)FJLF#SVDIBOE4VNBOUSB(IPTIBM found that 90 percentPGNBOBHFSTTRVBOEFSFEUIFJSUJNFPOJOFGGFDUJWFBDUJWJUJFT "OEUIFQSPCMFNJTPOMZFYBDFSCBUFECZUIFTUFBEZESJQPGFNBJMEJTUSBDUJPOTBOEB DPSQPSBUFGPDVTPOTPDBMMFENVMUJUBTLJOH $POTUBOU GSBOUJDNPUJPOJTNJTUBLFOGPSBDUJWFMFBEFSTIJQ BOEJUNBZCFUBLJOHBUPMM on your bottom line. #SVDF#SFJFS B7JTUBHFTQFBLFSBOE0SHBOJ[BUJPOBM$POTVMUBOU IBTCFFOIFMQJOH FYFDVUJWFTCFDPNFCFUUFSMFBEFSTCZCFDPNJOHNPSFPSHBOJ[FETJODF#VUIFT OFWFSTFFOBHSFBUFSSFBEJOFTTUPDIBOHFJOFGGFDUJWFXPSLIBCJUTUIBOIFIBTJOUIF past several months. i5IFSFTOPMPOHFSUIBUDPOmEFODFUIBUUIJOHTXJMMSFUVSOUPUIFXBZUIFZXFSFCFGPSF  so the attitude of trying something innovative is a lot better in the last six to nine months,â&#x20AC;? he says. )FTVHHFTUTUIBUMFBEFSTXIPBSFDSBWJOHGPDVTTUBSUXJUIUIFTJNQMFTUVGGUPCFUUFSXJO UIFCBUUMFGPSGPDVTJOBXPSMEPGOFBSDPOTUBOUEJTUSBDUJPOT

1. Implement Daily Planning Many executiWFTQSJ[FUIFJSCVTZOFTTi*UTOPUVODPNNPOUPTFFTPNFCPEZDPOTUBOUMZ start something and then stop as they get interrupted or disrupted,â&#x20AC;? says Breier. â&#x20AC;&#x153;When you combine that behavior with the extremely low degree to which executives BOENBOBHFSTGPSNBMMZQMBOUIFJSEBZT UIFXPSLEBZCFDPNFTmMMFEXJUIDPOTUBOU interruptions and distractions.â&#x20AC;? #VUFGGFDUJWFOFTTBOEFGmDJFODZBSFWFSZEJGmDVMUUPBDIJFWFJGZPVSFUPPCVTZUPTFU DMFBSFYQFDUBUJPOTGPSUIFXPSLEBZJOUIFmSTUQMBDF#SFJFSPGGFSTTQFDJmDTUFQTGPS leaders to set and meet more priorities: tEnd each workday with a daily planning routine.6TFUIFUJNFUPJEFOUJGZUIF highest priorities for the next day in writing. tSchedule time in your calendar for those priorities. .BLFUIBUUJNFJOWJPMBCMF  as you would a meeting. tFocus on being effective (getting the right things done) rather than being productive (getting a lot of things done). tReplace multitasking with â&#x20AC;&#x153;mono-tasking.â&#x20AC;?.VMUJUBTLJOHJTBOJOFGGFDUJWFXPSL TUZMF:PVPOMZMPPLCVTZ

Š2011 VISTAGE INTERNATIONAL. ALL RIGHTS RESERVED.


14 FOUR TENETS OF GROWTH

.PTUFYFDVUJWFTGBJMUPQMBOUIFJSEBZTCFDBVTFJUTFFNTGVUJMF JUTOPUSFRVJSFE BOEJU DBOCFBCPSJOHXBZUPXPSLi"QFSTPOXIPBSSJWFTIPNFBUQNQPUFOUJBMMZIBT BTQPVTFXIPTVQTFUXJUIXPSLIPVST MPTFTDVTUPNFSTEVFUPQPPSGPMMPXUISPVHI EVSJOHUIFEBZ BOEFYQFSJFODFTMPXNPSBMFBNPOHTUBGG BOEJODSFBTFEUVSOPWFS DBO MPPLBUUIFDSJTJTPSJFOUFEDVMUVSFBTBTJHOJmDBOUDBVTF5IFCFTUXBZUPDIBOHFJTUP NBLF0SHBOJ[BUJPOBM&GmDJFODZBOE4UBGG&GGFDUJWFOFTTLFZDBUFHPSJDBMDPNQPOFOUTPG the strategic business plan,â&#x20AC;? explains Breier.

2. Define Strategy â&#x20AC;&#x201D; on One Page 0ODFZPVWFUBDLMFEEBJMZJOFGmDJFODZ ZPVOFFEUPUBDLMFUIFCPUUMFOFDLUIBUTPPGUFO ensnares your leadership team. Simon Mundell, noted business execution expert and director of Results.com, has XPSLFEXJUIIVOESFETPGCVTJOFTTMFBEFSTUPIFMQUIFNFYFDVUF)FUBLFTBMPXUFDI but proven approach: Get the business strategy onto a one-page document. *GNBOBHFNFOUBOEPUIFSFNQMPZFFTBSFDMVFMFTTBCPVUPQFSBUJOHTUSBUFHZ UIFO iUIFZMMOFWFSCFDPNFQBSUPGUIFPQFSBUJOH%/"PGUIBUDPNQBOZ wIFTBZTi8IBU IBQQFOTJOUPPNBOZPSHBOJ[BUJPOTJT XIFOUIFZXBOUUPFYFDVUFTUSBUFHZ BMMPGB TVEEFOUIFZIBWF MFUTTBZ BQSPEVDURVBMJUZJTTVF XIJDIJTBEJTUSBDUJPO i5IFOUIFZIBWFTPNFDVTUPNFSDPNQMBJOUT BOEUIFZSFEFBMJOHXJUINPSBMFJTTVFT  DBTInPXJTTVFTÂ&#x2030;UIFDPOTUBOUKVHHMFPGCVTJOFTT6OUJMZPVEJTSVQUUIBUQSPDFTT  until execution of strategy gets as much or more attention in your business as the EBZUPEBZEJTUSBDUJPOTEP ZPVSCVTJOFTTXJMMOPUDIBOHFw 5PBDIJFWFPQFSBUJPOBMFGmDJFODZ ZPVIBWFUPEJTSVQUUIFDSJTJTNPEFPGCVTJOFTTBT usual. Mundell outlines five pillars of good execution every leader can model:  Vision.%FmOFDPSFWBMVFT QVSQPTFBOEMPOHUFSNHPBMT 2. Strategy.$BSWFPVUBTUSBUFHJDQPTJUJPOZPVDBOPXOBOEMFBE  Engagement.'PDVTPOFNQMPZFFFOHBHFNFOU1FPQMFOFFEUPBMJHOXJUIZPVS vision, sit in the right seats, and see where they fit in the big picture. 4. Accountability.$PNQBOJFTTIPVMEEFmOFMPOHUFSNHPBMTBTXFMMBTUISFF QSJPSJUJFTQFSRVBSUFS&OTVSJOHUIPTFHFUBDDPNQMJTIFEJTBNBUUFSPGIPMEJOH QFPQMFSFTQPOTJCMFGPSHFUUJOHUIFKPCEPOF  Cadence (rhythm or flow). â&#x20AC;&#x153;Most businesses only do lip service to strategy once BZFBS wTBZT.VOEFMM*OTUFBE IBWFBNFFUJOHBHFOEBUIBUJODMVEFTEJTDVTTJPOPG UXPNFBTVSFNFOUT B JNQMFNFOUBUJPOPGRVBSUFSMZQSJPSJUJFTBOE C NFUSJDTUIBU describe the current state of business. "TBMFBEFS JUTZPVSSFTQPOTJCJMJUZUPIFMQZPVSDPSFUFBNCBMBODFFOFSHZCFUXFFO FYFDVUJPOBOECVTJOFTTBTVTVBMi&YFDVUJPOXJUIPVUTUSBUFHZJTQPJOUMFTT wTBZT.VOEFMM

Š2011 VISTAGE INTERNATIONAL. ALL RIGHTS RESERVED.


15 FOUR TENETS OF GROWTH

3. Write Efficiency into the Business Plan Strategy needs tPGBDUPSJOUPHPBMTFUUJOHBUBMMMFWFMTi#PUIUIFMPOHUFSNBOE mTDBMZFBSHPBMTPGFWFSZCVTJOFTTJEFBMMZTIPVMECFJOBMJHONFOUXJUIUIFNJTTJPO TUBUFNFOU w#SFJFSFYQMBJOT)FSFDPNNFOETEFWFMPQJOHBTUSBUFHJDCVTJOFTTQMBOVTJOH these five categories as a blueprint: t$VTUPNFS4FSWJDF t/FX#VTJOFTT%FWFMPQNFOU t'JOBODJBM1FSGPSNBODF t4UBGG&GGFDUJWFOFTT t0QFSBUJPOBM&GmDJFODZ .FBTVSJOHUIFFGGFDUJWFOFTTBOEFGmDJFODZPGBOZPSHBOJ[BUJPODBOCFBTTJNQMFBT DBMDVMBUJOHUIFQFSDFOUBHFPGQSJPSJUZQPMJDZTUBUFNFOUT FH i"MMNFFUJOHTNVTU IBWFBOBHFOEBw BEIFSFEUPQFSNPOUI5IFTVHHFTUFENFUSJDJTUPNFFUQSJPSJUJFT 90-100 percent of the time. 3FRVJSJOHBMMMFBEFSTIJQMFWFMFNQMPZFFTUPJNQMFNFOUEBJMZQMBOOJOHHPBMTBOEBEIFSF UPPSHBOJ[BUJPOBMQPMJDZTUBUFNFOUTXJMMSFTVMUJOIJHIMFWFMTPGFGGFDUJWFOFTTBOE FGmDJFODZBUFWFSZMFWFMPGUIFPSHBOJ[BUJPO

4. Automate and Organize with Cutting-Edge Tools New toPMTBJNUPUBLFUIFPWFSDPOOFDUFEOFTTPGZPVSXPSME‰NBEFQPTTJCMFCZ NPCJMFUFDIOPMPHZ‰BOEPSHBOJ[FJU5IFCFTUQBSU .PTUBSFGSFFPSWFSZJOFYQFOTJWF  and the best tools travel well in the form of smartphone apps. 8SJUFT+PIO(FS[FNBGPSInc. i</FXJOOPWBUPST>BSFIFMQJOHVTPSHBOJ[FUIFXFCGPS consideration instead of chaos.” Some of the top tools named by business leaders, experts and tech forecasters can help you become better at managing your priorities UISPVHIBVUPNBUJPOBOEPSHBOJ[BUJPOCZGPMMPXJOHUIFTFTUFQT tRead what counts.*OTUBQBQFSJTBXFCCSPXTFSCPPLNBSLMFUUIBUMFUTZPVTBWF JOUFSFTUJOHBSUJDMFTUPiSFBEMBUFSwXJUIPOFDMJDL5SJQQZJTBOBQQUIBUFTUJNBUFT XIBUBSUJDMFTZPVDBOSFBEEVSJOHZPVSDPNNVUF"OE(PPHMF"MFSUTUSBDLJOEVTUSZ OFXTBOELFZXPSETBVUPNBUJDBMMZ tManage your social media. )PPU4VJUF 4QSPVU4PDJBM *OWPMWFS $P5XFFUBOE 5XFFU%FDL UPOBNFBGFX QSPWJEFQPXFSGVMXBZTGPSCVTJOFTTFTUPNBOBHF NVMUJQMFTPDJBMTUSFBNT*O MFBEFSTXFSFUPZJOHXJUITPDJBMNFEJBJO  JUTQBSUPGUIFJSTUSBUFHZ+PJOUIFDPOWFSTBUJPO XJUIPVUMPTJOHGPDVT  tUse organization tools. 0NOJ'PDVTGPSUIFJ1BEJTBGFBUVSFSJDIUBTLNBOBHFNFOU TPGUXBSFUIBUHFUTIJHINBSLTGSPNCVTZFYFDVUJWFT&WFSOPUFJTBOPUFUBLJOHBQQ UIBUTZODTBDSPTTQIPOF EFTLUPQBOEUBCMFUT

©2011 VISTAGE INTERNATIONAL. ALL RIGHTS RESERVED.


16 FOUR TENETS OF GROWTH

tCollaborate. %SPQCPYJTBGSFF(#WJSUVBMiDMPVEwIBSEESJWFUIBUZPVDBOBDDFTT GSPNBOZDPNQVUFS"QQTGPSTNBSUQIPOFTBOEJ1BETNBLFJUTFBNMFTTPOUIFHP  UPP%POUGPSHFU(PPHMF%PDT*UTGSFF FBTZBOEXFCCBTFE tUse team and project management.:BNNFSJTMJLFBQSJWBUF5XJUUFSMJTUGPS ZPVSPSHBOJ[BUJPO"OOPVODFUJNFTXIFOZPVSEPPSJTDMPTFE BOEmOEPVUXIPT XPSLJOHPOXIBUUISPVHITUBUVTVQEBUFT#BTFDBNQJTBXFCCBTFEQSPKFDU NBOBHFNFOUUPPMUIBULFFQTUSBDLPGTIBSFEUBTLT EVFEBUFTBOEUJNFTQFOU XPSLJOHBDSPTTBUFBNPSPSHBOJ[BUJPO&ODBNQNBLFT#BTFDBNQNPCJMF 5IFTFDSFUJTUPVTFZPVSTNBSUQIPOFPSMBQUPQUPJODSFBTFPSHBOJ[BUJPO OPUTUZNJFJU

2011: A Growth Year for Small Business #VTJOFTTMFBEFSTBSFDPOmEFOUUIBUJTEFTUJOFEUPCFBHSPXUIZFBS&DPOPNJD indicators are up, and innovative technologies and developments, from mobile commerce to green energy supply, are creating new paths to profit. #ZGPDVTJOHPOPOFPSBMMPGUIFTFLFZUFOFUTÂ&#x2030;DVTUPNFSBDRVJTJUJPO IFBMUIDBSF  HSFFOJOJUJBUJWFTBOEQSPEVDUJWJUZÂ&#x2030;$&0TDBOQSPBDUJWFMZQPTJUJPOUIFJSPSHBOJ[BUJPOT GPSTVTUBJOFEHSPXUIJOUIF/FX:FBS-PXFSJOHDPTUT JODSFBTJOHFGmDJFODZBOE innovating in these four areas also provide an opportunity to reconnect with your team and focus on execution instead of survival. .VOEFMMCFMJFWFTXFSFBUBDSJUJDBMKVODUVSFJOUIFHMPCBMCVTJOFTTXPSMEÂ&#x2030;POFUIBU XJMMBNQMZSFXBSEJOOPWBUJPOBOEFYFDVUJPO"OEUIFUJNFJTOPXi5IFSFXJMMCFNPSF DIBOHFJOUIFOFYUZFBSTUIBOUIFSFTCFFOJOUIFFOUJSFIJTUPSZPGDJWJMJ[BUJPO*GZPVSF not innovating, someone else is.â&#x20AC;? Lindsey Donner is a professional writer and editor who specializes in creating compelling content for small business owners. She leads Well Versed Creative, a small design and editorial agency, and regularly contributes to a variety of on- and offline publications.

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Š2011 VISTAGE INTERNATIONAL. ALL RIGHTS RESERVED.

Four Tenets of Growth  

Business growth

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