After forty years of work, I have developed one primary talent: Marketing.
From Marketing 101 in college through my jobs in politics, advertising and entrepreneurship I’ve learned that the first step in commerce is to “find a need then fill it.”
Before engineers design, financial people price and operations folks make something, I’m one of the guys who first determines if there is a market for it.
100 years ago, companies could take Henry’s Ford’s famous marketing approach: “The people can have the Model T in any color…as long as it’s black.”
Those days are long gone.
Early into building a foundation, I figured I could “relax” my market driven point of view a bit. After all, I was learning to give things away, not sell them.
How wrong I was.
And after lots of bumps and bruises – none fatal, thankfully – we now follow and recommend each of our partners follow these simple steps:
- Understand (constantly) the needs/wants of the market you wish to attract/serve
- Define (redefine) your market segment and what you bring to that market uniquely
- Develop and execute a sustainable product/service around that definition
Do-gooders (I’m one) often think their mission will sustain them. We believe that because of the “rightness of our cause,” that “God will provide.”
In Northeast Ohio, where most of our foundation’s work is done, there are 2,500 independent non-profits, all driven by their cause. And here’s the problem: Not even the Lord can provide for all of us.
And so, to accomplish good works, market focus becomes very important.
I believe (maybe hope is a better word) that our area’s urgent needs will be served someday by 500 effective organizations instead of 2,500 bumping into each other.
Being market focused is why our foundation “serves those who serve the poor.” In studying the charity market, we found that the real need was for someone who could help the process of natural selection, rather than becoming the 2,501st direct service organization.
Consider your organization’s market focus.
Whether for-profit or non-profit, it’s unlikely we can improve unless we constantly select, understand and provide for our markets in a sustainable fashion.
Sounds simple? So, why doesn’t everyone do it?
Peace.
Tim
