Before I proceed with this post and to avoid any misinterpretation, I will not be talking about your company’s money vault. Other more qualified professionals can advise you how to manage your funds 🙂
There are two vaults we need to open (or improve) in 2012 and more importantly, use wisely:
Open your knowledge vault
If there’s one major mistake that companies and brands keep making year by year is to keep betting most of the chips on “interruption marketing”. I still see loads of organisations delivering “we’ve been 20 years in business” as their unique selling point or differentiation factor. We can do better than that.
Turn it around by sharing nuggets of the knowledge that you’ve phenomenally achieved during all these years. One of the best ways to do that is through a company blog but, please do not focus on the technology or think this is something for the “social media person” to be hired (hopefully) next year. This is your knowledge vault remember? This will be your golden avenue to share with the world “knowledge gifts” (no strings attached) that will help your audience of prospects and customers to make better decisions, to find you, to come back to you and more importantly, to trust you.
The fact that you will share business solutions (in the form of a blog post) for problems that people have doesn’t mean that they’ll get the advise for free and run away. Many professionals think this way.
Your company blog and outposts (Twitter, Facebook, YouTube accounts) are in charge of connecting with people that are looking for what you have but still don’t know that you exist or for those who know you exist is helping answer the question “why should they go with you?” Your content should make that decision a no-brainer for them, whenever they’re ready to make a move.
Connect at a deeper level with your audience by listening to what they’re saying and write effective content as primary and nuclear fuel to propel your business beyond the competition.
Open your ideas vault
Facundo and I have been using for a few years two main platforms to save all different types of ideas (personal, for the business, for blog posts, new ventures, etc): Google Docs and Evernote. The latter is very handy since you mostly manage it through the mobile app on the go. You may take a picture of something, record your voice or write the idea, label it and it will stay there!
Imagine, in a 12-month period, the hundreds or thousands of ideas that you and your team will come up with. The problem is that if you don’t save them somewhere, they’ll be gone with the wind and you’ll miss out on potential solutions that could make your business more effective, innovative, profitable, fun and memorable.
Take the lead to create a space to save all ideas. If people tell you “I don’t have good ideas“, reply: “…tell me all the bad ones you have“, as Seth Godin would say.
2012 is another chance to make every minute count, every penny. Look around your business, your context. Are you saying you’re doing things differently already? Try harder because you are not. Do you have great ideas but the C suite can’t envision them? Get creative or get out of the comfort zone.
2012 is your best shot.