Small business owners know there's only one thing tougher than developing a sensible strategic plan: Making the plan work.
The process begins with goals and objectives, then moves to strategy. "Strategy is the path that will get us there," Horwath says. First, however, comes a diagnosis, part of the goals-and-objectives progression.
"We don't take enough time to diagnose our businesses today," Horwath says. "We need to take the pulse of the business. Use our competitive intelligence. Do some research. We have to think about the business differently.
"It's best to go off-site for a day or two and challenge (the company) thinking," Horwath says. "Dive into new ideas and new insights."
The result should be the strategic plan and what Horwath calls "a strategy print, a two-page blueprint, or summary, that helps keep everyone focused so we're not distracted by each day's e-mails."
Questions, comments to Jim Kendall, JKendall@121MarketingResources.com.