Every business reaches a point where choice becomes a pivotal moment. For Apple they realised that a choice had to be made when they asked Steve Jobs to come back and help again lead the company he had started. If they hadn’t made that choice Apple wouldn’t be one of the world’s biggest brands today.

They dominate our desktop, the digital music market, they have reinvented the way we conduct business and spend leisure time using Apps. They now have their claws into online streaming (the TV market and more) and as technology shrinks and if rumours are something to go by we will be wearing their connected devices in our wrists any day soon.

Today generic advertising is mostly about hawking a product and if you hadn’t noticed, is mostly ignored. If you want to leapfrog ahead of the competition you should be focussing on creating a brand that means something to your customers by developing a long term strategy based around establishing meaning and building trust.

Deep down you’ll know if your business in not quite there.

If it’s not this could well be a pivotal time for you. To stay ahead in 2014 begin the year by committing to change and applying yourself. The business world is changing and you have to do the same. Start by reading my list of transitions to ponder.

This list is short but don’t under estimate the job ahead of you. There are 22 ways you can think about implementing change within your business. So what’s stopping you?

1. It’s not about finding customers – it’s about attracting them.
2. It’s not about telling. It’s about proving.
3. It’s not about coercing. It’s about committing.
4. It’s not about your product. It’s about your purpose.
5. It’s not about price. It’s about differentiation.
6. It’s not about targeting a customer. It’s about him targeting you.
7. It’s not about building. It’s about creating.
8. It’s not about desktops. It’s about the shrinking screen.
9. It’s not about brochures. It’s about content.
10. It’s not about mailing lists. It’s about multiple touchpoints.
11. It’s not about budget websites. It’s about engaging websites.
12. It’s not about salesmen. It’s about great service.
13. It’s not about scripts. It’s about real stories.
14. It’s not about clip art. It’s about video.
15. It’s not about the tweet. It’s about the re-tweet.
16. It’s not about keywords. It’s about the longtail.
17. It’s not about testimonials. It’s about unsolicited referrals.
18. It’s not about your logo. It’s about strategy.
19. It’s not about profit. It’s about growth.
20. It’s not about your company. It’s about your reputation.
21. It’s not about advertising. It’s about business transformation.
22. It’s not about your business. It’s about your brand!

Peter Engelhardt

Peter has a ridiculous amount of marketing and communications experience. He is an inbound marketing advocate and passionate about branding. Above all he is the driving force behind Creative Brew and a proud dad.

photo credit: x-ray delta one via photopin cc