Fire the CEO

If you are the boss and you think your job is to run the business, you are dead wrong. Your job, the most important job in any business, is to market the business.

Peter Drucker, way back in 1956, said, "Since the purpose of a business is to find and keep a customer, then the only two things that matter are marketing and innovation...everything else is a cost."

I love it when I get a business card from a small business owner and the title on the card says something like President or CEO. Think about it, how much time do you really spend each day doing the strategic work that name implies. Fat chance.

You can't really be the President because you're too busy making it, fixing it, and shipping it...as my friend Michael Gerber loves to say.

So why not make a bold move for the good of your company and just go ahead and fire the President or CEO of your outfit.

That's right, starting tomorrow morning fire yourself as the so-called President and rehire yourself as the Director of Marketing, because that's what will make your business come to life. That's what your firm desperately needs.

From this day forward you should think of yourself as the CMO or Chief Marketing Officer of your business. (And get some business cards with that title too.)

So how do you do that? You must become a marketing evangelist for your firm. You must preach to your customers, your suppliers, your bankers, and (perhaps most importantly) your employees.

And the gospel is this.

? Here's who makes a great client (Your Target Market)

? Here's what you do that makes a difference in their life (Your Unique Positioning)

? and...Here's how they can help you get to where you are going (Referrals and Strategic Partnerships)

Create a short statement for each of the above, plaster it on the walls, and teach it word-for-word to everyone who works for you.

That's it...that's your new job description. The difference this point of view can make for your business is staggering.

Now, just make sure you do a proper exit interview for the CEO in you so you don't get in any hot water with the folks down in HR.

Copyright 2004 John Jantsch

About The Author

John Jantsch is a marketing consultant and creator of http://www.DuctTapeMarketing.com, a small business marketing system. You can reach him at John@DuctTapeMarketing.com or by visiting http://www.JohnJantsch.com

---

Pressure Washing; How to Bid Concrete Cleaning Jobs

Remember the cleaning business is all about time ratio to... Read More

The Triple A Way to Spark Your Companys Profits

Winning small and home based businesses today must continually shake... Read More

Street Wars Between Mobile Car Washers and Mobile Auto Detailers

There is much competition in the mobile auto detailing business.... Read More

Avoiding the Small Business Cash Flow Roller Coaster

A solopreneur I know disappears from my radar screen for... Read More

Why Small and Medium-Sized Businesses Should

As the owner or an employee of a small-to medium-sized... Read More

Is Your Success Predetermined?

Your on-line success is based on your efforts and yours... Read More

432 Page Franchise Report by the FTC

The Federal Trade Commission is upgrading the franchise law and... Read More

WARNING to Home Based and Small Business Who Want to Buy Television Cable Advertising

Most small businesses will not even try to advertise on... Read More

Combating Over Regulation of Small Business

Many small businesses do quite well due to the blood,... Read More

How to let go of your EGO

When does your ego get in the way?Let's go back... Read More

Choosing A Business Thats Right For You

Q: I really want to start my own business, but... Read More

Web Based CRM Systems: Get Mobile; Get Results

Everyday more web based companies enter the business scene. The... Read More

The Misconceptions of the Value Of Disclosures in Franchising

Disclosure laws in franchising are suppose to help the consumer.... Read More

Franchise Territories for Mobile Businesses; Why Limitations

In franchising an individual desirous of their own business will... Read More

Small Business Debt Collection Laws

In your small business debt collection laws will eventually become... Read More

Finding the Right Virtual Assistant for Your Small Business

Articles abound advising the business community how to properly screen... Read More

Making Direct Mail Work for Small Businesses

If you own a small business, then you know the... Read More

Never Burn a Bridge

Why should you always maintain a good report with a... Read More

Janitorial Cleaning Service: Getting Started

A janitorial cleaning service is one of the best businesses... Read More

Hiring A Virtual Assistant Can Help Your Business Grow

Are you a home or small business owner and you're... Read More

Do You Want Your Own Fully Programmable ERP? - Part 3

Continuing from the second article:6. About the aground mathematical model,... Read More

If You Want To Be Remembered...

Send handwritten notes. That applies whether you're a guy or... Read More

Franchisee; Vacation Managing

Do you own a franchised business? Over 400,000 franchised businesses... Read More

13 Steps to Protect Yourself from Your Bank

The success of your business is critically dependent on how... Read More

How to Profit Handsomely From a Secret Business Model Virtually No Small Business is Using!

Have you been searching for the perfect home-based business? I... Read More

Pressure Washing Business and Post Fire Cleanups

Many have not experienced a fire up close. One year... Read More

Presentations and Sales Automotive Detailers

Many auto detailers fall short in their sales presentations. I... Read More

Designing a Franchise Training Program

If you intend to franchise your company you will need... Read More

The Most Important Decision of Your Massage Business Career

Don't you find that there are so many decisions you... Read More

The Joy and Hazards Of Finding Your First Office

Q: I have outgrown my home office and need to... Read More

Self-Employment: Managing Your Money: Tips for Living with a Fluctuating Cash Flow (Part One)

The way you manage your money is one of the... Read More

How to Protect Yourself & Your Business

As a business owner, you already know how important it... Read More

6 of 1, Half Dozen of the Other

Motivational author and speaker Jim Rohn says that for a... Read More