I was once told that once should be enough. This turned out to be a myth.
As I gained more and more experience in the business world, I realized that once is rarely enough.
Iteration is the repeating of a process. Why would this be a good idea? Through iteration you can gain more refinement. You can check for rising failure points. You can verify ideas and metrics.
In my previous Project Management practice, I learned that iteration was a main tool. The project plan is enhanced through iteration and integration of things you learned or observed on each round. As you learn more you can incorporate more information. This helped to form future (and more informed) decisions.
I also learned that those who thought once should be enough never met their targets. The pressure of limiting time to not allow for iteration ended up costing more in the long run.
Why do we have to look at this again?
When starting any project, all the details are rarely known up front. You continue to discover
things as you go. Just looking at details in the beginning and then committing to the work ahead with no double checking mechanism creates chaos. Things change. New information becomes available. New risks surface. Without taking these things into account, the smooth plan laid out in the beginning becomes very bumpy.
As an entrepreneur, the concept of iteration has become very apparent. I have discovered that my business seems to be morphing. The image of my target audience continues to sharpen in focus. I learn more about them and I integrate it into my business.
I tweak my services. As I study my target audience I uncover more detailed needs. I work my services and products to ensure I am meeting those needs. To ignore this emerging information would mean peril for my long term business.
Another aspect that requires quite a bit of iteration is my website. I find myself yet again modifying content and pages. This is because I continue to integrate information and perfect my messaging. The more I know the better job I can do at addressing my audience.
So ask yourself – am I getting stale in my approach to my business?
If the truthful answer is yes, then it’s time to take another look at how you do things. Here are some tips:
- Plan periodic reviews of your assets. This includes websites, products and messaging. Is your message still relevant to your audience? Can you increase sales by adding to or modifying an existing product?
- Review your target audience frequently. Has your audience changed? Are they looking for information in the same places or have they moved? Are they finding you or are you chasing them?
- Compare your messaging to your mission and values. Are they still aligned? If not, adjust what is needed.
- Do recon on your competition and the market. Can you emerge as a leader in your niche by adjusting to the market?
You may find that you have stabilized in your business and tweaks are not frequently needed. But it is important to check in and make sure you are on top of your game. Your market will not stay with you as you get stale and outdated. Stay in front of your niche.
Chances are very good that you will see engagement grow and sales increase as you tweak to stay relevant in your market. This is done via iteration and integration of new information to better your business. Make the time to take a new look.
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I am definitely not getting stale. I keep adding new marketing techniques and keep learning how to refine the old things I have been doing over the past three years.
I would have to say, “The once is enough,” mentality was true when I jumped off of a cliff this summer. I never have the desire to do it again.
That is awesome Joanne. I am such a big proponent of continued learning. It is great that you are implementing what works on a regular basis! And I applaud you on jumping off a cliff – I would not have even made it to a ‘once’ event. Yikes! 🙂
This is something that more people should be doing. The practice of learning through repetition of what works and mastering the experience is in my opinion some of the best ways to keep things moving in a positive direction.
Agreed Raphael! The “once is enough” idea can be so detrimental. Collecting and analyzing data as you go with provide the best foundation for decision making. And you are right – it will also help keep things moving in that positive direction we all want! Thanks for the comment!