Art Jacoby's Monthly Newsletters
Newsletter Library - March 2007
In Search of Critical Mass
Critical mass is a concept borrowed from physics that speaks to the minimum quantity necessary to produce a desired result. The concept has countless valuable applications to improve business performance. Here are a few:
Marketing critical mass
If you don’t...
- create enough differentiation, you will spend an inordinate amount of time and energy trying to expand your business
- spend adequately on marketing, your activities will be drowned out by your competitors and not heard by your target audience
Sales critical mass
If you don’t...
- have sufficient sales staff, you won’t cover the market effectively and will miss many opportunities
- make enough contacts every week, you won’t build a sufficient customer pipeline to achieve your sales goals
Leadership critical mass:
If you don’t...
- hold an adequate number of management, sales, and operations meetings that provide direction and build consensus, frustrations will foment and productivity will suffer
- provide a strong, satisfying culture in which to work, your best employees will seek greener pastures
Sometimes we are not doing enough. More money, time, attention and/or resources are required to accomplish what we desire.
Critical mass: think about it, and then make it happen!
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