Getting to the Next Level

Tuesday, March 05, 2013

Many people I speak with want to get to that ever elusive "next level." Nine times out of ten however, the issue in getting there lies not in marketing, but rather in infrastructure. Their business is simply not set up to handle the next level or higher paying clients and then if they do get there, they run into issues. Or to put it in the words of Biggie Smalls, "Mo money, mo problems."

A planner who can't handle the details and logistics of a $30,000 wedding in a responsible way won't be able to handle a $300,000 or $3 million wedding. A photographer or videographer who can't reply to their fifteen clients within 24 hours won't be able to reply to 50, even if they bring on associate shooters. A designer who can't meet their deadlines on a small one-off project won't be able to meet the deadlines on a large scale, multi-faceted account.

If you can't meet the needs and demands when the stakes are low, you won't be able to when the stakes are high. Do well with what you have now and you'll find that your capacity will increase. When you have more capacity, you'll find you have more time and mental energy to focus on how to get to the next level in a way that works for everyone involved.

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