I’m borrowing from a conversation I had with my friend Drew yesterday. He said, “I can be your personal trainer, but if you stop at McDonald’s after every workout, I can’t help you.”
Let me clarify: Drew is not my personal trainer. And I don’t go to McDonald’s.
We were talking about business counsel, marketing plans, social strategy and the advice we provide to businesses trying to be successful. Drew is right; our firm can provide good counsel, a solid marketing plan and sound advice but if our clients have a bad product, or get distracted from their mission and the purpose of their business, we’re not going to be successful. How frustrating it must be for personal trainers who realize their clients are loading up on burgers and fries as soon as they step off the treadmill. Fortunately, the burgers and fries don’t lie; you can’t hide the lack of commitment to your business and its communications efforts any more than you can hide extra pounds.
It astounds me that businesses (or people hiring personal trainers, for that matter) are willing to spend money on counsel they ignore . . . but then I look at all the industries that are based on helping people who refuse to help themselves and I think, baby steps are sometimes all businesses can take. If we can make a difference in your internal understanding and communications and that helps your business learn to focus enough on the inside, it will affect your external communications for the better. If we can help you get your messaging solidified, nailed down and agreed upon, then consistency of your brand will be created. If we can tackle just 30 minutes on that treadmill and you ordering a salad at McDonald’s once in awhile, we’ll call it success in progress.
Businesses, like people, don’t change overnight.