Business advice for young game changers



Philip Martin, Managing Partner at DMA Partners, examines how young business leaders can leap the hurdles in front of them and thrive long-term


With Millennials and Generation Z leading parts of the workforce today – we are at an exciting period as this tech-savvy generation collides with the more traditional workers that proceeded them. This unique blend of innovation and fresh hunger with the long-established workforce makes for the tastiest of cocktails for SMEs.


But what of Millennials and Generation Z who are leading their own business?  Do they fully appreciate the importance of doing the simple things right?


For instance, marketing, the greatest artform in the world. Yet the landscape is rapidly evolving on a week by week basis. From augmented reality, to chatbots, IoT and then to the eagerly anticipated rollout of 5G, the marketing industry is fortunate enough to be regularly thrust upon with a host of new tools, techniques and technologies which can only serve young business leaders well. However, they must be open-minded and willing to experiment. Marketing matters, now more than ever.


It’s also important for young business leaders to create a network of outsourcing contacts who they can trust to hand over work to, it’s also a great mix of experience and knowledge. Skills such as business development and creative design are just two crucial areas which are often overlooked by business leaders. By outsourcing these services, this leaves you, the leader of the business, to help nurture your team and look after the day to day operations. Additionally, business development also puts you directly in front of key contacts allowing you to ‘sell’ your business and build up that all-important customer base.


If you want to grow your business and have a solid reputation from the outset the confidence amongst your workforce is key. Spend more time searching for what your employees have done well rather than looking for what they’ve done wrong – this will go a long way. It will be down to the leader of the business to assess where each employees’ strength lies and the areas where they can improve.


It really is a case of doing the simple things consistently and doing them well. Fine tune your processes and eliminate duplication and wastage. You don’t want to feel like there’s too much, if at all, of a hierarchy within the business. Work with your team, be part of the team, listen to them individually and collaboratively, delegate, and help them grow.


As business leaders attempt to steer their company towards greater promotional success, there is one simple rule they particularly ought to follow. That rule is to prioritise quality over quantity with your marketing. According to research cited by Forbes, the average consumer could see at least 5,000 ads in 590 minutes spent consuming media in just one day. However, the number of these ads which they note – let alone engage with – is much lower. The former number is 153, while the latter is just 12.


For any business leader, it remains vital that they go slow in order to grow fast. It isn’t all about velocity. It’s about laying the necessary groundwork for your company’s success — even if doing so takes longer than you’d like. It’s about going slowly at the start when it comes to your funding, your customer validation and your product-market fit, so you can go fast when it really counts.




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