Years ago, the 4 P's of Marketing were established as the basis for developing marketing plans and strategies.
- Product
- Price
- Placement
- Promotion
Robert Moment, a renowned business strategist, applied the P's of Marketing to demonstrate how entrepreneurs could convert their ideas into wealth. In his book, It Only Takes a Moment to Score, Robert Moment expanded the P's from four (4) to six (6) for entrepreneurs.
- Persona
- Positioning
- Packaging
- Presentation
- Promotion
- Passion
You can apply these P's to You, Inc., your business.
Persona answers the question, "Who are you?"
- What do you stand for?
- What value do you provide?
- What makes you unique?
Does this sound familiar? It is what we explored in the January 14 From the Field newsletter that addressed Personal Branding. You have gotten off to a great start if you have established your personal brand!
Positioning is being at the right place at the right time and with the right people. The right place is the company or organization where your product (skills, qualifications and attributes) are needed and valued.
The right time occurs when your product is treasured because it addresses the challenges and needs of the moment. I have often had discussions with individuals who have said, "If I knew that this position had to deal with so many challenges and issues, I would not have accepted it." I then ask the individuals to consider what I call the Eisenhower Theory. That theory states that Dwight Eisenhower would never have been President of the United States if it were not for World War II. Dwight Eisenhower was not promoted to the rank of brigadier general (One Star General) until October 1941, 2 months before Pearl Harbor and the entry of the United States into World War II. There were several generals such as Douglas MacArthur, George Patton and Omar Bradley who held higher ranks and more impressive resumes. However, Dwight Eisenhower had that combination of interpersonal, leadership and organizational skills that were needed to deal with the great challenges presented by World War II, especially getting the challenging personalities of General Patton, Field Marshall Bernard Montgomery, Winston Churchill and Charles de Gaulle to work together. World War II was the right time that enabled Dwight Eisenhower to use his skills and attributes. As a consequence, he was appointed to lead the Allied forces in Europe and eventually rose to the rank of Five Star General. We often are confronted with World War II opportunities. Sometimes we do not recognize them or we allow the challenge of the moment to overshadow the opportunity of the moment (as we use to say in the Army, no guts no glory).
The right people is the culture or environment. You thrive when you are with the right people. The compatibility or the personal chemistry between you and those around you allow you to click or operate seamlessly. In the right environment, you can be Superman. In the wrong environment you may languish as Clark Kent.
People make decisions to purchase a product based on what they see, the package. We sometimes hear it said that an individual is the whole package. Those individuals have that combination of skills and attributes that attract attention, especially from individuals who make hiring and promotion decisions. Assembling the whole package (Packaging) does not happen by chance. It happens as a result of preparation. Developing your package should be a part of your career plan. You can determine your packaging requirements by identifying the skills, experience and positions (rungs) that you will need as you migrate up your career ladder. Your personal board of directors that we discussed in our last edition of From the Field, coach and/or mentor can help you.
Presentation is how we are seen by others. How many times have we heard the expression, perception is reality. The best personal package will have minimal, if any impact, if its presentation is not effective. Presentation can include the way we dress, communicate, conduct meetings and pay attention to the small details. Ask yourself:
- Am I dressing, not for the position that I have today, but for the position to which I am aspiring?
- Am I clear and concise when I speak?
- Are my email messages clear and present the impression that I know what I am doing and am in control?
- Do attendees at my meetings compliment me on the way I conduct meetings or are they singing songs of thanksgiving when my meetings end?
- Am I paying attention to details such as follow-up, the way I greet others and my work habits?
We perform at our best when we are doing the things that we enjoy. Passion shines through enjoyment. If you are in a job that you do not enjoy, your performance will eventually suffer. If you just settle, time and events will eventually overtake you.
Personal Marketing & Selling:
Having it (your skills, qualifications and attributes) do not matter if the prospective buyer (people who can hire and promote you) cannot see it and value it.
Linwood Bailey
Principal
Fields of Success
