It ought to be simple. You have an idea—a big idea—about how to grow your practice. You spend time and a not-insignificant amount of money developing and nurturing it. And you think and hope and pray you’re ready to launch.
Want to increase your chance of success?
Align your big idea with your core strengths. Let’s say you’re technically brilliant, but dislike making the sales calls needed for your plan to work. Guess what? Your chances of magically changing your personality are slim. Focus on a plan that plays to your strengths or enlist some key partners with complementary skills.
Don’t wait till it’s perfect. (Ignore this if you’re a ready, fire, aim type—you need the discipline.) Too many experts can’t stand the thought that their big idea isn’t 100% tested, vetted, bullet-proof. Yes, test it. Yes, make sure you’ve done your homework. But agonizing about the last 1-2% means your great idea may never see the light of day.
Enlist critical allies. Test-drive your big idea with a few trusted confidants—which should include clients/prospects. Listen carefully to what they say and pay attention to what they don’t say. Tweak your concept to make it better or dare to trash it if you can’t attract the right market. Don’t be afraid to invest the time upfront—you’ll be glad you did.
Launching your big idea. Make it work.