Changing Your Compass: How to Best Redirect When You Need a Change of Course

Sometimes you just have to look at the (imaginary) camera like you’re Jim from The Office, and shake your head.

That feeling is true when your business isn't hitting the checkpoints for the goals you set for the year.

So, then what? How do you take action in a way that will be impactful? How do you redirect and navigate through the rough, choppy waters?

You start by doing the following:

Focus on What’s Working

It can be so easy to focus on the things that aren’t working; after all, that’s the blinking red light you’re not used to seeing, so of course it will pull you in.

BUT while it is easy to pour more energy into what’s not converting, what’s not selling or bringing in the revenue you intended, it’s important to shift that energy into what IS.

Make note of what is converting, selling or bringing in revenue most consistently, and highlight that service or product. It could just be that you’re spreading yourself too thin, and that you need to go back to essentials for a little bit. That isn’t saying that you shouldn’t be expanding, but maybe it’s okay that you re-focus seasonally, knowing that certain services or products don’t sell during certain times of the year, or during specific economic phases.

It may just be that you need to put something on hold, or relaunch at a later date, but by focusing your energy and attention on what is currently working and building that out more thoroughly, it could give you the stability and consistency that you need in the interim to slowly rethink or reconsider how you sell and promote.

Write It Out and Weigh It Out

Depending on the severity, it may be more than just pausing or putting certain things on hold and refocusing your energy, it could be that a strategic overhaul is needed.

And when in doubt, put pen to paper!

Rewriting out your goals and the quarterly and/or monthly breakdown, with the tactics and actions you’re using to work towards them will lay out the picture. From there, you want to then measure each action as best as you can. Assess its practicality, contribution, and overall conversion.

By adding measurement to each action, you’ll be able to see which action is not performing and needing revision.

Make Small Adjustments Where Needed

Once you’ve identified which action(s) are needing adjustments or alterations, now is the time to make them.

You don’t want to make massive changes however, it’s about making small adjustments and then testing those adjustments.

Why small first? Simply put, it’s easier to make a bunch of small adjustments than to try and make multiple massive changes. 

Chances are, your strategy is solid and sound, but it’s the tactics and actions that need tweaking, and it’s about finding the right combination of actions that will help you achieve your goal.

Sometimes it’s just the season, sometimes it’s a bit more complex. Whatever the case, it’s important to be tracking your actions regularly to be able to make timely decisions in the direction of your business. That way you can calmly chart through the choppy waters with purpose and confidence.

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