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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  December 23, 2014

The Best Time To Make A Big Change

In the midst of all the holiday celebrations, our thoughts will venture into the upcoming year. What do we want for 2015? More revenue? Bigger profit margins? A switch to passive revenue?

Our growth goals will require us to change it up, to create momentum for our next level. Usually, something we can’t do alone. (Or we would’ve done it by now.) Here are the best windows of opportunity that take full advantage of the help we get and why we miss it:

  • Before your revenues fall: many thought leaders on a roll think that if they just do more of the same things, their revenues will grow. This is a myth. Without momentum, what really happens is a slow decline: growth rates get smaller, then stay flat. And then…when the revenues decline, we ask for help. The problem: the risk is higher, so we’re less likely to do what it really takes. To grow, you need momentum to overcome the next hurdle. Getting help mid-leap is a little too late.
  • Before your big implementation plans: when in doubt, many thought leaders write another book or revamp their website. It’s tempting because these are tangible things; it feels like we’re making a change. The problem: we create these things in a vacuum. And when we find out that the positioning or strategy is off, we don’t have the bandwidth to change again. Even if those changes are necessary to get the results. Why? Because we’re just done. We’re tired of editing that book, tired of all the versions of that website. At some point, we don’t care if it’s right or not; we’re ready to move. (I’ve been there.)

Timing  is the difference between playing offense and playing defense. The former allows you to score; the latter keeps you safe. Decide what you want to do for 2015, then create the momentum for that goal. Choose your next move wisely.

 

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Comments:

  • Author : Thom Singer

    Published: 2014-12-24 05:40:43

    Thanks for this post- it came right on time!!! As I enter year 7 in my career as a speaker I am focused on offense (not defense) for the exact reasons you mention. There is always a next hurdle and what got one "here" is not always what gets them "there" (I was given that advise early - and it is very true). Thanks for all you do and the advise you share. Have a wonderful holiday and new year!!

About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.