Fundamental Principle

Your opinion is wrong!

That is quite a bold statement, so let me put this into perspective.

We all have beliefs about everything, so are they wrong? No, but they are just opinions.

Our opinions are usually based on what we have seen or heard; occasionally, they are just gut feelings.

And yes, I am excluding those borne out by professional study. 

Let's take web design as an example. 99% of directors are not professional website designers; they may do many things very well, but website design will likely not be one of them.

So, why do so many believe they know how a website should be designed?

It comes down to personal opinion regarding aesthetics, not what's most effective for generating clients.

So why does this matter?

It matters because we are in business to make money; hopefully, that is the goal.

So, it is logical to hire a professional website designer to create a website that generates leads and new clients rather than rely on a nonprofessional's opinion.

Does one opinion on its look matter if the website creates new leads and profit? 

Regardless of the subject, goal-driven decisions should be the fundamental principle in decision-making. 

Professional Tip

If you have a team, select one person to make the final decision. Keep the whole team from making the final decision. Trust me, it will save you a world of frustration!

Here is a short story

This story is about marketing, which makes the point very clear.

Several years ago, I was contracted to work for a prestigious law firm in London. Their ideal clients were high-value clients such as Guy Richie and Madonna.

Their opinion was to advertise for high-value divorce finance settlements, and those were my instructions despite my warnings that this was not a good strategy.

The campaign failed to generate leads, so the following month, I was given a free hand, and the campaign generated £50k profit.

My success is due to using factual data, not theirs or my opinion, to attract their ideal clients.

Our simple formula in marketing;

"Offer the products or services that your ideal clients think they want. 

Then, provide a solution that delivers their goals based on proven methods."

If you would like me to explain this in your company's context, send me a message and I will explain over coffee.