Will It Make The Boat Go Faster?

I have to say that I love this book and if you haven’t read it I highly recommend that you do.

The book was introduced to me some years ago at an Entrepreneurs Circle event where Ben Hunt-Davis was the main speaker. Ben was part of the GB Men’s Rowing Eight that won gold at the Sydney Olympics in 2000. It is the story of how after years of winning little they changed the way they worked and the result it had; a gold medal.

David and Ben BW
Me with Ben Hunt-Davis

I remember one of my fellow attendees saying that listening to some bloke talking about winning a gold medal in rowing (for an hour) had nothing to do with their business and it was a complete waste of their time. They couldn’t have been further from the true value of his story. But no amount of trying could convince them otherwise.

You need to read the book but this, in a few words, is the basis of the story. After yet another defeat the crew sat down to discuss what they could do about it; how they could change things. And that is where, ‘Will It Make The Boat Go Faster?’ was born.

The premise was that they would measure everything they tried by – Did it make their boat go faster?

Fighting amongst the crew – did it make their boat go faster? Not surprisingly – No.

Lack of sleep – did it make their boat go faster?

A certain training method – did it make their boat go faster?

Everything they did was given the same test. Did it make their boat go faster?

If the answer was ’Yes’, they did it again and if the answer was ‘No’, they didn’t. It was that simple.

So, if you haven’t got it already, what’s that got to do with your business?

Well, you can run exactly the same test on your business; whatever your goals are. More sales, more profit, better training of staff, it really doesn’t matter what it is. Just run the test.

For example: you produce a new sales advert. Did it make the boat go faster? In your case did it generate more sales? If ‘Yes’ you run the advert again, if ‘No’ you change the advert. You run a workshop. Did it make the boat go faster? In your case did it have the result you were hoping for? If ‘Yes’ the workshop was a success, if ‘No’ it needs to be changed or dropped.

Many things in your business will be done the way they are, just because that’s how they are done. Most without any real thought as to if it’s the most effective way of doing whatever it is.

I was at a large office block recently where at the beginning of the day, when most people are arriving for work, the lifts don’t stop at the first two floors. Why? Because it gets people into the building faster.

So, why not try ‘Will It Make The Boat Go Faster?’ on your business and see what results you get? You might even win a ‘Gold medal’!

600grms of prawns

I was sailing around Corfu last week; it’s something my wife (and family) does most years at this time. We enjoy the end-of-season sun, increased winds and the fact that things are not quite so busy due to places beginning to close up for the winter.

During our week we eat out most evenings, love the fresh fish (and glorious prawns in Sayiadha), and it’s what happened on a couple of these occasions that I want to talk about and how the little things can make such a difference to your business success.

First the prawns in Sayiadha; the Alekos Taverna is famous for its prawns and you can buy them by the kilo. You can have them grilled or fried and they recommend a kilo to share between three people. We had 600grms grilled with a wonderful salad of our choosing – simply delicious. But what really stood out here was my starter as I fancied something that wasn’t on the menu. I spoke to the person looking after the fish and asked if I could have grilled sardines. ‘Of course he replied.’ I thanked him and then added that I only wanted four. ‘No problem’, was his reply and when they arrived they were perfect.

Will we eat there again? Of course; hopefully next year.

The second occasion was at the Gouvia Marina when we were about to depart for home. It was pouring with rain so we decided to get a quick breakfast; Greek Yogurt, honey and fruit. It wasn’t long before every table was full and most people were turning a small coffee into a very long stop. Chatting, playing on their mobiles or just reading, as in my case. I noticed that people were waiting for a table and started to feel guilty about just sitting there hiding from the rain when the owner was losing business.

We decided to leave and while my wife popped to the restroom I started to gather our belongings together and motioned to the waiter that he could clear our table ready for the people waiting.

The owner noticed what I was doing and came over and put his arm around my shoulder and said, ‘Take your time. You are on holiday my friend, there’s no rush’. His attitude was so different to that of other restaurants I’ve been to in other parts of the world.

Will be go there again next year? Once again – of course.

So, what small things could you be doing in your business that will keep your customers coming back time-after-time? Get the small things right and you could see a major change in the success of your business.

Good but not quite Carling!

Do you remember the Carling adverts? I think I like the cricket with the nun’s one the best, but I also like the office escape. If you don’t know the adverts, it’s where a guy does some amazing feat just to fail at the very last moment.

And that is exactly like a great many businesses’ marketing. There is some great marketing about but most fails just when it might have converted into a sale. And that’s just the case with a piece of direct mail (door drop) we received from one of the estate agents in our town. We were just about to put our house on the market when a card dropped through our letterbox.

‘Just SOLD in your area’. The design was good, the photos lovely, each picture had ‘sold’ printed on it – just what we needed. But then I turned over the card and they lost our business.

You see they are looking for ‘…similar cottages to yours…’ because they can sell more. Well we lived in a large three storey semi-detached Victorian house. And to my mind, if they don’t know the difference, that’s going to be a problem for me.

Now you might be thinking that some delivery company did the door drop. Well, even if they had, a good estate agent would know which roads were lined with cottages. As it happens I saw the person doing the door drop; it was a suited young man who looked very much like an estate agent. Now I’ll be fair, in our road there are both cottages and houses, but that’s where the ‘good but not quite Carling’ comes in. This guy (the estate agent) to a point was doing a great job, but he failed just at the last moment, because he wasn’t thinking about exactly where he was posting his marketing cards and it cost his company business.

So, is your marketing Carling or not quite Carling?

Sherlock Holmes gets it!

I watched an episode of Sherlock recently, ‘The Sign of Three’, and I must confess I was beginning to think that maybe I could be doing something better with my time.  But, the last ten minutes, or so, saved the day; because it made me think about business.

So, what’s Sherlock Holmes got to do with any business?  Well, he’s a pretty good detective, and in business we should always be looking for clues, such as to business trends, customer delight and staff morale – to name just three.

And something that caught my attention was when Sherlock was ‘helping’ Mary with the seating plan for her wedding.  She asked Sherlock if this particular person should sit at the top table and Sherlock said no.  When Mary asked why Sherlock replied, ‘Because he hates you and barely thinks about you.’ She replied, “Really?”  Sherlock then explained, “…Second Class post, cheap card, bought at a petrol station…”

The thing is this is also the case with many businesses.  They use 80gsm paper, manila envelopes or cheap off-white, thin card, Second Class stamps, leaflets printed on their inkjet (often crooked), and much, much more; everything for as little money as possible.  Now I’m not saying that you should throw your money away.  But, when talking to clients and prospect customers, what does cheap stuff say about you?  And, more importantly, what does it say you think about them (your client)?

As Sherlock says, do you barely think about them?

Little things can make a bid difference to the success of your business so make sure you get them right.

£100 Bar Tab

Collecting the details of your clients and prospective clients, and keeping in touch with them, is essential to your future success.

And I really like this simple little card that I picked up at my local just last week.

It offers the chance of a £100 Bar Tab. Now that has to be worth my name and address. But there are also another couple of nice things offered.  A small gift when you sign-up and the promise of a little treat on your birthday.  Well at least I know I’ll have one present to look forward to!  But they also have a clever promise, a guarantee, especially useful for those worried about handing over their details to companies.  They will “… NEVER, EVER, EVER rent, sell or share your information”.  That’s a nice reassuring touch.

Their fishbowl was already pretty full with completed cards when I dropped in and there was even a pot of pens conveniently close by.  Not one pen mind you – about thirty.  Another bit of good thinking.

So, what simple mechanism can you put in place in your business to collect data and ensure yourself a brighter future?