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The Things That MatterWhat's going on in our business, and why does it matter?Comment on this newsletter at yastrow.com How many different things do you have to consider while doing your job and running your business? How many different issues affect your business? If you're like most people, the answer to these questions is somewhere north of 1000. We are all navigating our way to a better future while dealing with a myriad of obstacles, advantages, challenges, opportunities, forces, strengths, weaknesses and trends. Can we deal with all of these different issues? Of course not. Can we consider every factor affecting our businesses as we determine our action plans? Of course not. So, what do we do? Identify the "Things That Matter." No matter how many issues affect your business, no matter how many different factors influence your success, you can create a short-list of issues that are the most important. These issues, the Things That Matter, are the guideposts, direction-finders and filters that will help you sort through your complex world and focus yourself and your organization on actions that will lead to success. Finding the Things That Matter in your business is really all about answering this question: What's really going on in our business, and why is it important? Finding the Things That Matter is about getting in tune with your business and understanding what really counts, so you can focus your efforts and create a better future. Understanding the Things That Matter in your business will give you significant and valuable business self-awareness. Even if you can articulate 1000 or more issues affecting your business, my experience shows that it is always possible to narrow this list down to 5, 10 or 15 Things That Matter. Wouldn't life be easier if you could devote most of your attention to 15 Things That Matter? Panning for gold
Here is the first step to help you pan for gold and identify the Things That Matter in your business: Recognize that every issue that affects your business, whether you have 10, 100, 1000 or 10,000, falls into one of four categories:
As you sift through your business issues, panning for gold, recognize which issues fall into which categories. For example,
Look for "candidates" Don't try to leap directly from 1000 issues to 15 Things That Matter. You need to work your way there, and you can do it in steps. At Yastrow & Company, when we analyze a business and work to identify the Things That Matter, our first list may include Gather together with your colleagues and make lists of issues affecting your business in each of the four categories listed above: customer issues, competitive issues, marketplace issues and internal issues. Some of the issues will surface from analyzing your business reports and hard data, and many issues will emerge through discussion and brainstorming. Trust your brainstorming; you have much experience and knowledge of your business, and you don't need to limit your exploration of issues to Excel spreadsheets and other business reporting. Sift through your issues, looking for patterns and noticing opportunities to consolidate issues into overarching themes. For example, consider the issues described above. "90% of our customers buy from us once then never return" and "Our sales people are very good at acquiring customers, but don't do a good job building relationships with current customers" may be components of a larger issue, that your company has problems creating long-term, profitable relationships with customers. Zero in on the Things That Matter Be patient, and be willing to iterate, cycling through your list a number of times as you discuss the issues, rank them, sort them and combine them. Pretty soon your list of 50-75 candidates for "Things That Matter" will boil down to a much more manageable number. As I mentioned above, we usually end up with a list of 5-10-15 Things That Matter. Here is a sample list of "Things That Matter," which I've created as a composite of actual Things That Matter I've encountered in my work. (Edited, of course, to obscure any company's identity.) ABC Inc. -- Things That Matter
Think how this list of Things That Matter could help ABC Inc. focus its efforts:
Creating your "To-don't" list ABC Inc. has thousands of things to worry about; a focus on the Things That Matter helps them not worry about most of those things. I always remind myself that great strategy isn't just about what you do, it's about what you don't do. By panning for gold and identifying the Things That Matter, you, too, can create a valuable "To-don't" list that will free you up to work on what really counts. When you finish your list of Things That Matter, you're not actually finished. A list of Things That Matter is ever-evolving, continually-updating and always dynamic. You should look at this list as a current snapshot of what's going on in your business and what really counts. At Yastrow & Company, we constantly revisit our company's list of Things That Matter, giving us constant focus on what we should do... and what we shouldn't do. Try This Forward this newsletter to 4 or 5 colleagues in your company, inviting them to get together with you and create a list of the Things That Matter in your business. Don't wait for permission from anyone to do this. Just do it. Right now. Get together with this team, at least three times over the next two weeks. Go through the process I described above, panning for gold to identify the Things That Matter most to your business. Your colleagues aren't sure they have time for this? Help them realize that the best way to free up time is to focus your precious time on what really counts: the Things That Matter.
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Buy Steve's new book, We: The Ideal Customer Relationship In We, you will find: We is both a manifesto and a how-to guide that will change the way you interact with customers ...and change the way your customers think about you. More praise for We “When
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experience marketing." Buy We at Get More Steve Caroline's Ice CRM Clarity: Using your CRM system wisely Across the board cuts are lazy: Why you need to make smart, strategic decisions for your business. What do you want to know? If you could answer one question in these tough times... Multitasking is a Myth: Why to focus on the Things That Matter Steve's Latest A collection of posts: Invent your future now! Make this the week of encounter.
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Identifying the Things That Matter is a lot like panning for gold. You need to sift through your business issues, looking for the valuable, shiny gems that attract your attention as they shout, "Hey, pay attention to me, I'm important!" 
How to help your customers think, "We" instead of "Us and Them" about their relationship with you and your company.