It’s amazing to me how many businesses have a hard time getting leads and sales. All the training, tools, techniques and expert strategies are right at our fingertips at an affordable price. We have more data and expertise available to us than we could ever consume and we still struggle to get momentum.
This happens because we have too much information and opportunity, which causes us to make minimal progress in a hundred different directions. Most businesses never commit to a path and create real momentum.
It’s a dichotomy for sure. You don’t want to be so focused on one channel or tactic that you miss a giant opportunity, but you also don’t want to be so focused on opportunity that you never bare down and execute.
At Kahuna, we have made up a term for this called Exponential Minimalism. We like to think exponentially about possibilities, but then take a minimum effective dose approach to getting results.
How we get to that point in sales and marketing is through a process that has been part of Kahuna Business Group for over 10 years. The SURF Strategy.
Survey is where you define two things. Where am I now? Where do I want to be?
In that assessment you are also defining what is preventing you from that goal. A lot of people skip this step, but it’s crucial. You say you want leads and sales. How many? What will happen when you get them?
Sometimes just the act of physically rehearsing your life once you’ve achieved your objective is the most important step in getting there.
Once you know where you are and where you are going it’s time to be open about the possibilities of how to get there. Too often we have a preconceived idea of what will move us forward.
At Kahuna X, one of our core strategies is to think outside the box. Often it’s something unconventional that will move the needle much faster.
This is the Exponential aspect of Exponential Minimalism. Don’t limit yourself to traditional ways of thinking or thinking the way everybody else does.
How do you get traffic?
The first thought that comes to mind is Facebook and Google. But that’s what everybody is doing. It works, sure, but is there another way? Is there a simpler path? (There is, but that’s for another post)
Think through all the various ways you can generate momentum and get to your goal. Don’t limit yourself because we’re not in the execution phase yet. When it’s time to execute you can refine and focus. For now, the goal is to Understand what’s ahead of us and assess the possibilities for progress.
Now we can test our ideas. During the brainstorm, we’ve identified a number of possibilities, let’s put them to the test.
This is where most people get stuck. They brainstorm, whiteboard, argue, brainstorm some more all in search of that perfect strategy that will bring forth magic.
But it doesn’t exist. The best way to get momentum is to get started!
You have to start moving forward and taking action and when you do that, the path will reveal itself.
If you have three ideas on how to get to the goal, you can break down the numbers you need to hit and take action on all three and see how things are moving.
You’ll get feedback from the tests on what is working and not working.
Focus – Once you’ve done some experimenting and taken some action it’s time to refine that down and focus.
For us, we’ve always had a lot of success in building partnerships and working together with others. And it’s tempting to think, “Well, since partnerships are working well, let’s try a bunch of other things and we’ll be even stronger.”
But usually the more we spread out our efforts, the more we dilute our energy and we lose momentum. If you are finding that something is working, double down on that until you’ve exhausted it. Many times, initial momentum is validation that it works, and is only the tip of the iceberg for continued improvement.
The Leaky Bucket
The SURF Strategy happens to mirror very closely the Bullseye Framework from Gabriel Weinberg and Justin Mares’ book “Traction.”
I had the opportunity to interview Gabriel Weinberg (you can listen to the whole interview here) and we discussed this framework for getting traction and momentum.
One thing I asked him was about finding the right balance and making sure you don’t bring in too many customers so you can control their experience.
He said essentially you can never have too much traction. He said to think of your business like a leaky bucket. You know there are some leaks and some problems. But if you only drip water into the bucket, it’s going to be hard to plug the leaks.
If you flood the bucket with water, you’re going to find out exactly where the leaks are and know how to solve them.
Traction and the right messaging works the same way. Through volume and trial and error, you continually refine your message and process to steadily improve it.
It will never be perfect, so don’t wait for everything to be right before you start generating momentum. Start, test, adjust and find the momentum.
SURF your way to growth!