Right now there is a lot of talk in the press about the potential of a Twitter sale to any number of potential suitors.
Who knows if any of them will come true.
But the premise that drives all of this acquisition talk is the idea that someone like Disney or SalesForce or that “one stupid owner” that we hear about in baseball free agency is shooting for is the key to a new territory or a new area of focus.
Why is this even something we are discussing right here?
Because your strategy at some point is going to likely turn towards exploring new markets, new opportunities, or new ways of attacking old problems.
For you, that means that you are going to have to embrace some level of discomfort.
How do you really prepare yourself for the new?
First, you absolutely need to understand where you want to go.
I write and talk about understanding the value you want to deliver to your clients and prospects all the time.
The first step going in a new direction is making sure that your efforts are completely focused on where you want to go.
Is it new value?
New techniques?
New markets?
Next, you want to make sure that as you develop a direction for your efforts, you spend some time focusing closely on how does this change who or what my buyer is?
In doing something new or different, you have to understand that this is going to impact your market.
It will likely make your buyer different.
It will likely mean that the way you communicate with your buyer is different.
So make sure you are certain about what this buyer change will mean to you.
Finally, in searching for new markets, new opportunities, and new ways of attacking old problems.
It is important to think about how this is going to impact your marketing and communication strategy.
The new opportunities means that you are going to probably talk to your market in a different way; talk to your market with a different language.
To fulfill your promise, you have to be prepared and able to get your message to the right place at the right time.