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We all heard that opportunities don’t show up all the time, and that we must always be attentive to them. However, did you ever think about the possibility of creating your own opportunities? On how to train yourself to identify market opportunities, do right decision making and take your business to the next level?

In this video, Verne Harnish, author of Scaling Up: How a Few Companies Make it and Why the Rest Don’t, talks about a business perspective on how to identify opportunities and how to scale up as a start up. He provides tips on decision making as an executive and in 3 disciplines that can make you achieve your goals.

Check out the video to learn more!

Video Transcript

That’s what we’ve got to do as well as continue to go with the wins of the market. Look, let’s let’s be clear, the market makes you look smart, or makes you look stupid. And that’s what’s always frustrating.

You see, some, like people you don’t think are really that bright, just killing it out there, because they’ve caught the way but the right time, whereas you can be wicked smart. And if you miss it, then it’s too late or you were too early. And so understanding that you go with the wins of the market is critical.


I thought I’d start out a little bit of Roman philosophy, Seneca, who I think this is applicable, not just to what we’ve been through, but I think for life, that is, whatever happens don’t stumble over something behind you.

I also want to kind of turn to maybe a more modern philosopher, the late Andy Grove at Intel, who said, Look, more companies die from indigestion than starvation. And look, we’re seeing the market starting to come back, when it’s your ability to be able to grab a hold of that increasing market and not stumble over that opportunity that many times is much more difficult than the pandemic that we have been through.

And we’ve always known that there are plenty of startups 11,000, every hour on the planet, we don’t need new companies, what we need are those at scale. And many of you are familiar with Atlassian, Scott and Mike, they were in my first workshop in 2005. In Sydney, Australia, they had about 50 employees at the time. Today, they have 5700 employees, offices in eight countries, I just checked almost a $70 billion market cap.

And as he said, really the key to scaling are two things precisely discipline and focus. And you need that for marketing, you need it for advertising, you need to for all aspects of the business. And those are the things that we covered back then in that first workshop.

And Scott and I are still connected today. And if we go back to this idea of both discipline and focus, I really want to go back to the three fundamental disciplines. And the reality is if you’re not scaling, whatever scaling is for you, whether it’s revenue or profitability, or reach or impact or, or audience size, it really comes down to just three things.

And this is what I’d have you kind of check in on. First, are you working on the right thing? Are you working on too many things? And so it’s this power of prioritization. And being clear, first of all, what is the one thing not the five, not the three, the one that you need to get done in the next 90 minutes, and the next day, and particularly what is your sprint, your advertising and marketing sprint that you’ve got this week, and over the next two weeks, and a lot of that priority setting has to be rooted in data.

And that’s what’s beautiful about social media, and the kind of advertising right now I’ve got a significant Google ad campaign, going for an initiative that I’m part of, it’s a new, whole new idea around college and campus, a school that’s up right now up in Owatonna, Minnesota, where I was over this last five days. And it’s powerful the kind of data as you guys know that you can begin then to fine tune to drive in our case students to this college, and then it does you no good to have all this data if you don’t get in a room and talk about it. And the way you make better, faster, cheaper and you know better and faster decisions is to talk about it was interesting when Airbnb lost about a billion of bookings, right the beginning of the pandemic, Nate one of the three co founders shared with me in our audience, when I interviewed him that the first thing they did is went into a daily war room a daily huddle, meeting seven days a week, if you want to move faster, you want to pulse faster.

I talked to our Head of Marketing Abby brown every single day. Yeah, we have our marketing meeting once a week. But the daily touchpoint is what’s allowing us to last year 10x Our reach from 2000 paid to 18,000 paid that part have participated in our online scale up summits as well. And we then have these four decisions that Alessio is somewhat intimated that you’ve got to get right.

And I know business Isn’t this neat, but we bucketed around people strategy, execution and cash. And by the way, you can get by with decent people decent strategy, decent execution, but not a day without cash. So one of the important areas that we’re going to look at here from an advertising and marketing standpoint, and what’s critical, what is always been true if I could leave just one image with you, and it’s this one that you have to do all for those different than everyone else.

Look, if you basically deliver products and services in the same way everyone else does, you can’t claim that you’re different. If you hire the same people as everyone else, you can’t really say that you’re different. And if you price the same way that everyone else does, you’re not different. And all of this applies to any industry, I, I love that we thought that the horse was going to be put out of business by the automobile, yet it’s a thriving $300 billion global industry.

And so what they had to do though, was pivot, they had to pivot from transportation, to entertainment. And somebody just sent this to me recently, I love it, you know, the horse, then the horse now, well played horse well played. And so that’s what we’ve got to do, as well as continue to go with the wins of the market. Look, let’s let’s be clear, the market makes you look smart, or makes you look stupid.

And that’s, that’s what’s always frustrating. You see, some, like people you don’t think are really that bright, just killing it out there, because they’ve caught the way but the right time, whereas you can be wicked smart. And if you miss it, then it’s too late or you were too early. And so understanding that you go with the wins of the market is critical.

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