As in any traditional product marketing company, we are trained that first we have to truly understand the product (it’s make-up, it’s features, advantages and benefits.) Eventual success is tied directly to the thoroughness of our product knowledge. Step Two flows naturally out of a successful Step One and it is about building an effective model that positions the product in the marketplace vis-à-vis all the other products out there. Step Three is building a sales strategy and campaign that is closely aligned to the first two steps. This traditional process can be applied to the “product” which is you (“You, Inc.”):
Most people begin the process with no information whatsoever on themselves as a “product”. Nothing is written down. In many ways, most people are accomplished fugitives from themselves. As they begin to apply business principals to the running of You, Inc., progress is made quickly. Things need to be written down as “product” descriptors, then analyzed and constantly re-worked. The journal is a great feeder to successful Phase One work. But so also is the insight that it is a continuous, lifelong process because we keep changing as “products” as we go through life’s wickets.
Here we build a model or prototype of the ideal job. What do you really want to do? What is success to you? What is a one year from now picture of happiness? This model of the ideal job gets started slowly by the simple capturing of some key words and phrases around success on your own terms. A successful model is tied directly to your ability to draw upon and extrapolate from all the data you amassed in Phase One. There should be a natural flow and connection between the two. In other words, any objective advisor could look at your completed Phase One and Phase Two and understand its significance and process.
A picture of your ideal prospect has been taken in Phase Two. It is well developed with very distinct clarity. Now all we have to do together is to build a sales campaign focused on generating a high number of qualified prospects tied to your picture developed in Phase Two. No need to waste any time on a prospect or situation that does not closely approximate your model. You are no longer hunting in the dark.
It is important to realize that no phase is ever really completed to the point of not being subject to change. It frequently happens that we learn something in Phase Three that drives us to make significant changes to our supposedly completed work in Phases One and Two. This process is about continuous and lifelong learning.