Welcome new subscribers, thank you for following along!

One of the toughest parts of running a business is leading a turnaround.

If you are halfway through the year and not financially successful, you may need to pull money into the business just to keep going.

You are facing tough decisions, having to let people go, and it hits you hard.

And you are feeling like you are failing and failing the company.

But it doesn’t have to be like this and let me explain.

Because when you commit to doing the work to turn things around, doing the work your business needs you to do, business can run smoother and stronger.

And you may be feeling overwhelmed about where to start.

Should you be guided by gut feelings, data, or crazy ideas?

All of these options have merit.

Here’s a simple way to think about it.

Tony is right, don’t lose focus of where the category needs to go (and where you need to take it).

Here are the facts you are dealing with:

• Your ideal customer has less money to spend
• Your costs have gone up
• People are more fickle
• You’ve been distracted in other areas of your business and life

Can you relate?

The good news is that once you learn a method for business planning you can move forward DECISIVELY with a calm head.

Let me show you a simple way to get this done.

First step: get close to users (and customers) today and deeply understand their behavior in your category.

This month I had a speaking event in Bend where they make famous beer. And I wanted to share surprising new research on alcohol consumption.

When I shared this with a room of entrepreneurs in a beer town, there was an eruption.

“Change is inevitable — except from a vending machine.” Jerry Seinfeld

When you are working through changes, it’s normal to feel overwhelmed.

Here’s the thing, you are not alone.

For several years I was getting in the way of my vision to make a show. With 72% of my audience getting their news on platforms like Instagram, TikTik, and YouTube, it was time to make videos.

Around this time, I started doing regular work with a mentor, learning the ropes with video, and crawling forward.

This is how I launched my live show with six episodes, even though I don’t enjoy being in the spotlight, and sometimes the work feels messy.

So here’s the thing, if you don’t make changes, nothing changes.

“Launch now and perfect it later.”

Today I have an approach to help you make progress with your vision for change.

First Step: Get data

Run a research project to understand the problem space for your category. I’m a fan of surveys because of the speed, value, and sample size you can get.

A Google survey sent via email is a simple way to get started.

When you do research you gain facts.

When you understand behavior you see patterns.

When you understand customers’ desires you can solve problems.

Getting close to your customers (and prospects) is a critical part of developing fresh ideas.

Second Step: Synthesize insights into a point of view

Now you can understand what’s going on in the category, it’s time to roll up your sleeves and create solutions.

This is when strategy and creativity have a party.

How can you bring new ideas to the category and become more relevant today?

Picture doing something you’ve always wanted to do.

Third step: The 4 Action Framework

I’m a fan of Blue Ocean Strategy as a system to design new offers.

Authors W. Chan Kim and Renee Mauborgne studied brands that were thriving in an environment of intense competition. Their core question was how can you find the best path forward?

They have a framework to help you create open market space (meaning the space without competition).

With these four questions, you can create a vision for your future business.

• What factors have the category taken for granted?
• What factors should be reduced below category standards?
• What factors should be raised above the category standard?
• What factors should be created that the category has never offered?

Fourth Step: Ideate new offers

To design a new offer, make a list of insights from your research study. Reflect on the desires and pain points of your audience.

How can you create value for your customers by changing the factors that are considered standard today?

How can you develop new ways to address their wants and needs?

How could a new offer could position you with no competition?

Fifth Step: Prototype and Iterate

Once your offers have been designed, it’s time to get fast feedback. Remember, it’s better to get feedback early.

Learn from your customers what they need to make the offer better.

Iterate on your offer. Don’t skip this step.

Get more feedback.

Make changes to your offer.

Now you could be ready to launch your offer into the market.

That’s it.

Now, anyone can architect their future business over 48 hours.

PS. If you like this, there’s more here:

Are you a visionary product creator who is ready to target a breakthrough? I have space for 5 successful people. It’s a program for powerful, confident people who despite their track record are ready for support to reach a goal that feels impossible right now.

Would you like a powerful coaching session to map out how the coaching could support your vision and goals?

Here is my calendar system to schedule a conversation.

Look forward to seeing you there!

Cheers, Noah