1. WHY NOT? Adopt an attitude that does not question your possibilities nor those of your company. The ideas that you have can be carried out, believe it. Seek people who have this attitude in your organization. Create a company with a “WHY NOT?” ATTITUDE.
2. SERVICE AND MORE SERVICE. Add layers of service to your offer. Think about giving value to your client instead of giving value to your offer. Enhance your offer and set yourself apart. Don’t let your client reduce your offer to a question of price. Don’t think of the client as a single being: the client is whoever buys from you, the client is whoever uses what you sell, the client is who administers what is purchased, the client is your client’s client. PROVIDE SERVICE TO ALL OF THEM.
3. PROXIMITY. Reindustrialize once again in those businesses that require proximity. Invest in something that cannot be outsourced. Nearby you are indispensable, far away you can be substituted.
4. FIND OUT WHAT YOUR CLIENTS DO. You have to be a specialist in the client, not a specialist in the product. You should be able to give an answer with your eyes closed to the question of what is your client’s line of business and who are your client’s clients. You are part of the value chain; don’t break it.
5. CHOICE. The client likes to choose, give him an offer and an array of choices. Your competition does not do it. But do so in an intelligent way and inexpensively.
6. ELECTION OF YOUR MARKETING. The visionaries are on top, the missionaries are suffering, and the managers are in the middle. Choose a marketing strategy; be different and creative. Don’t do what is expected of your business. Surprise, but transmit your offer of value.
7. OPPORTUNITIES. Adopt the attitude of “and what if he or she is right?” It may be that the next opportunity comes from someone who offers an idea that you believe is incorrect. Don’t prejudge an idea by rejecting it, imagine that it can work in the right business. It could be that it is not the right, but it could be right with the addition of another idea that is also right.
8. SEARCH. Put yourself in a position where you can find new ideas; relate to companies, persons and businesses different from your own. Look for inspiration in difference.
9. REFLECT. Manage your time so as to find moments for reflection. Take advantage of this time to manage new visualizations for the problems posed by your business. Look for the roots of these problems. Visualize the future of your business.
10. SHARE. Knowledge is everywhere, it is a transitory advantage, share it (sufficiently) with your organization and look for internal solutions. If you do not give, it will be hard to receive. Share with your clients too and learn from them.