I don't know about you, but Varuca Salt was my favorite character in Willy Wonka and The Chocolate Factory. "I want an oompa loompa, and I want one now."
I think of her virtually every time I work with an entrepreneur on their go-to-market approach. "I want more high margin sales, and I want more high margin sales now."
The biggest frustration in building an effective go-to-market approach is simply the time that it takes. Recently I had a prospect ask one of my references, “Why does the process [referring to our process] take so much damn time? What can’t they just bring something in and have it done in 90 days.”
A major impediment to small and mid-sized businesses growing is the inability (or unwillingness) to look longer term. Too often, executives try to “fix it now.”
Here’s what is important to understand, if the problem could be solved quickly:
- You would have already fixed it,
- The problem would be of little value, and/or
- Every one of your competitors would be doing it already as well.
One of my favorite sayings is, “It takes one year to get a year’s experience.” There’s simply no shortcutting it. When you try to shortcut it, bad things happen.
Those who accept the challenge and bring the discipline and patience to solve the big problems gain a significant advantage vs. those that do not. Remember, the time it takes is the “brick wall” that keeps your competitors out.