The Step Zero Effect

The key to organizational focus and helping those who need what you do is knowing, precisely, what you do well -- and what you don't do well.

Once there was a semiconductor company in financial trouble. Profits were dropping, and the company was losing money every quarter. The pressure was on to stop the bloodletting.

A key executive at the company became convinced that the wireless home audio market was a perfect opportunity because the company already made components that were used in wireless devices. Putting their own product together seemed a logical step. So they set out to take their piece of the market.

And failed.

Why? The executive let the desperation to solve a problem dissolve his focus on Step Zero. They had no expertise in the consumer electronics business, no distribution channels, no appropriate product development skill.

The company lost sight of what it did exceptionally well. It had caught the disease called "critical organizational forgetting," which was the reason it was underperforming in the first place.

It is all too easy to become stuck in the "sounds like a good idea" state that so often happens when we drink too much of own Kool-Aid, so to speak. In this case, company executives believed that because they could do one thing, they could do another thing that seemed nothing more than a simple, logical extension of the other. Their mistake cost them hundreds of thousands of dollars.

Why Knowing What You do Well is So Important

Think of what your organization does well as the lens that focuses you on the value you bring to solving your customer's problems. The success of any organization or company is built on a persistent focus on what it does well.

When you focus on what you do well, you become focused on the types of problems you're best equipped to solve. And we're all in the problem-solving business when it comes to our customers' needs, whether we're running a department, organization, division, or entire company.

And that is the Step Zero? effect.

Michael Knowles, co-author of The Entrepreneur's Concept Assessment Toolbook (available at http://www.booklocker.com/books/1988.html or Amazon.com) helps businesses take what they do best and focus it on success. A Principal in One Straight Line LLC, Michael has over 25 years of experience helping companies create communication strategies help them engage customers, employees, investors, outsourcing partners, and the community.

Michael can be reached at mknowles@onestraightline.com.

Sign up for their newsletter by sending email to subscribe@onestraightline.com.

In The News:


pen paper and inkwell


cat break through


Challenging the Gospel of Growth -- Must Business Grow to Survive?

A cherished business doctrine is that growth must be a... Read More

Facts About Starting Elderly Group Home Businesses

There's been a recent rise in the number of elderly... Read More

One Of The Best New Business Opportunities May Be Right In Your Home - A New Daycare Business

The day care industry is expanding. There are now more... Read More

Competition in the Market Place and Over Disclosure Regulatory Burden

The Federal Trade Commission is assisting competitor to cheat and... Read More

Does Your Company Have a Business Image Manual

Every business regardless of size needs a "Business Image Manual"... Read More

Awning Cleaning Business Case Study: Entrepreneurship 101

It is most fascinating to study how entrepreneurs spot opportunity... Read More

Modern Clear Coats, Auto Detailers and visit to Lexus of North America

We visited Lexus USA, home of the Lexus North America... Read More

Should I Franchise or Not?

A reader of one of my online sessions asked should... Read More

A Business Plan Is Not Worth A Cracker To A Struggling Business - A Plans The Last Thing It Needs

Before you start a business we encourage you to prepare... Read More

The Perilous Franchise Agreement: What Did You Sign?

Purchasing a franchise has become one of the most popular... Read More

Be Nice to Your Payroll Department

Ok, so next to the taxman, your company payroll department... Read More

Franchising 101- What You Absolutely Need to Know

Franchising has made the world look really small. The well... Read More

Presentations and Sales Automotive Detailers

Many auto detailers fall short in their sales presentations. I... Read More

Online Search: Small Businesses Level The Playing Field

Seventy percent of US households use the web when shopping... Read More

Buy a Flower Shop: Serious Considerations

You've always liked flowers and you think the idea of... Read More

Franchise Company Operations Manual Sample Outline

Many companies wish to expand and a few wish to... Read More

How Is the LEGAL SYSTEM Dishing Out JUSTICE in Your Town?

Thankfully, most of us will never find out. That is... Read More

Business Pain Defined

Every company has business pain, but the pain does not... Read More

Power Tools for Business

How do we keep track of our business deals?If you... Read More

What is Rule 15c211 and Reverse Merger

Rule 15C211Under SEC Rule 15C211, a U.S. securities broker or... Read More

Franchising Industry Burdened in Over Regulation

There were only an estimated 1800 active franchisors in this... Read More

Two Types Of Business Plan Cover Pages ? Which One Are You Using?

This is the tale of two business plans with very... Read More

How to Start a Paper Shredding Business

Paper Shredding Business Opportunities are blossoming up everywhere because in... Read More

Franchisor Prospect Checklist Sample Form

Due to the over regulation in the Franchising Industry and... Read More

10 Filler Activities for the Summer Business Slowdown

Summer is a time for the outdoors, for that well-deserved... Read More

Be Prepared When Business Investors Look Beyond Your Business Plan

You have spent considerable time pulling your business plan together,... Read More

The Number of Pages in the UFOC in Franchising is Still Growing Today

Today required franchise disclosure documents are over 200 pages generally.... Read More

Practical Money-Saving Tips For Small Businesses

One of the primary concerns all small businesses have is... Read More

Small Business Success Secret: Focus on Your Genius Work?

Do you know what your genius work is? It's the... Read More

You Are Invited

Business card size works well for invitations to special events.What... Read More

Five Simple Software Tips for Small Business Owners

The start of a new year is a time for... Read More

Why the Over Regulation on the Franchising Model?

Franchising is the fastest way to build small businesses, provide... Read More

7 Tips to Improving Your Cash Flow

Cash is King... That is what everyone tells us and... Read More