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Stating the Bleedin’ Obvious…(unless you are policy wonk or their lackey…)

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  1. Not every small business or micro-enterprise owner needs a mentor.
  2. Mentoring is NOT the only helping relationship.
  3. Good mentors are rarely trained in ‘mentoring’, nor are they picked from a register.
  4. Successful mentors are usually selected from within the pre-existing network of the mentee.  They are spotted and developed as someone from  whom the mentee really wants to learn.
  5. Mentoring is an intermittent rather than a continuous relationship.
  6. Access to good mentors is usually restricted and respectful rather than a tradeable commodity.
  7. The success of the mentorship is usually down to the mentee rather than the mentor.  Good mentees know how to choose a mentor and manage the relationship with them to get the learning and the introductions that they need.
  8. The commoditisation of mentoring is not a good thing.
  9. Mentors are not coaches, advisers, consultants, counsellors or facilitators.  People looking to learn and develop themselves and/or their organisations should think carefully about the kind of ‘help’ they need.
  10. We should help people explore what they want to learn and how they are going to learn it – rather than prescribe yet another ‘cure-all’ that happens to be ‘affordable’.
  11. We should focus our efforts on building social learning contexts and helping people manage their learning processes rather than setting up registers and schemes.
  12. If the national association of image consultants got their lobbying act together I am sure we might all end up being encouraged to use a national register of image consultants in pursuit of GDP.

If you are interested in implementing ill thought through policy and exploiting it as way to make a few bob please do not get in touch.  If on the other you are serious about building a context in which people  can really learn then I would love to hear from you.

Just leave a comment below.

Elsie is Born…

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I seem to have been a bit quiet on this blog, while I have been doing other things, including pushing Progress School along, working on Collaborate Leeds and incubating a new idea which has finally found the light of day today:

The Leeds Community Enterprise Accelerator or Elsie for short.  This provides a community based network of support to local enterprise coaches, advisors, facilitators, in fact to anyone who is helping someone else in the community to make progress.

I have high hopes for Elsie in post Business Link austerity economy.  I think it will provide a sustainable high value model to provide practical crowd sourced enterprise support to those that most want and need it.

Have a look at Elsie and tell me what you think.

Word of Mouth – Marketing that Works

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There are at least three major challenges in marketing our enterprise services:

  1. More than 90% of the population does not see what we do as relevant to them – when it comes to enterprise they are pre-contemplators
  2. Getting our messages through – what are our key messages and how to we get them where they can be heard – by the people that matter?
  3. Giving people the confidence, conviction and commitment to act on the messages – to give us a call, to come to a workshop, to make an appointment, to have a conversation

Now the default setting for the VAST majority of enterprise projects are these:

We won’t worry about the pre-contemplators – we will target those who already have ideas they want to act on or already have the belief and the conviction that they can make progress.  This makes it easier for us to hit our numbers.

Our core messages will be:

1.  we can help turn your dreams into reality (if you don’t have dreams don’t call us)

2.  We can turn your business ideas into reality (ignore the fact that the ‘Dragons’ mash up and humiliate most of the poor saps that go to them – with our help you can’t fail)

3. It is quick – and relatively easy – (if you haven’t got the skills we can teach them to you) – you can be up and running in just weeks or months.  10 000 hours to master a field – forget it – who is Malcolm Gladwell anyway? 3 half day workshops and a bit of one to one on the business plan will “see you ‘reet”. (Glad no-one is measuring survival rates on our projects!)

4.  To get people to take action we will lure them in by hinting at the availability of money, childcare, bouncy castles and food.  We will even pay them the bus fare (yes, it costs a lot to administer but – what are we to do…?)

5.  We will spend a lot of money on marketing collateral, leaflets, web sites and e-mail marketing campaigns (digital exclusion! – you mean some poor people don’t have e-mail accounts – never mind they could never become proper business people anyway – they are not our target group).

6. We will attend every possible event and push our services hard – just like those guys who sell SKY TV and Credit Cards in the Merrion Centre – “You mean we shouldn’t be selling enterprise like any other commodity?  Why not?”

We know that these approaches:

  • are expensive
  • have very low hit rates
  • attract a whole load of people who just want to get the money without putting in the work
  • attract people easily seduced by the idea of a quick fix – rather than composing a life and a livelihood
  • elicit more suspicion, frustration and cynicism than enthusiasm and engagement
  • provide us with very high customer acquisition costs.  (interesting that most entrepreneurs are very interested in this number – yet most projects funded to support entrepreneurs don’t worry about their own cost per customer acquisition at all – ‘We are below targets – lets throw some more money at marketing then!’).

What about looking at marketing approaches that work.

Word of mouth.

Reputation building, seeking referrals and recommendations – based on the fact that we are bloody good!  That we do inspire, transform, care and coach.  That we are more than interested in people and their passions.  That we are with them for the long haul.

Worrying more about what every customer says about us to their mates, in the pub, in the clubs and on the streets, rather than some abstract and easily manipulated percentage that represents ‘customer satisfaction’ – YUK!

Being the kind of people and the type of service that our customers can’t wait to recommend to their friends.

Once we start to spend time and money on developing marketing and enagement strategies  based on:

  • reputation management
  • referrals
  • introductions
  • social networking
  • gatekeepers, and
  • the needs, interests, cultures and values of the communities we serve (rather than policy goals and outcomes)

we would start to see the basics of our own businesses transformed.

  • 10% of customers influence the purchasing decisions of the other 90%
  • 91% of customers are “likely” to buy off of a recommendation
  • 92% of customers “prefer” a word of mouth recommendation

Engaging in Enterprise

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“If you want to reach people no one is reaching you’ll have to do things that no one else is doing. In order to do things that no one else is doing you can’t do what everyone else is doing.”

Craig Groeschel

Craig is a preacher in the US and this quote was in the context of taking the church into the community. However I think it is relevant to the challenge of engaging individuals in enterprise – especially those from the poorest communities.

What are you doing – that no-one else is – that gives you a chance of connecting with potential clients that no-one else is engaging?