An old song of a Spanish band called Chambao says: “Que no vale la pena andar por andar
Que´s mejor caminá pa ir creciendo”. This is what should happen even in the CrossFit Box for every single activity planned into the Box and towards the people outside that is meant to become a member. Unfortunately what I see is that the biggest part of the Box Owners does things just because someone else did them and without really realizing why have to be done.
I live this situation almost every day in different contexts and when i ask: “Why did you decide to do this particular action” the answer is almost always: “Because the others do it”. The point is that success can’t be built overnight and neither simply by copying what the others do. This is the reason why there are Boxes who are able to distinct themselves and other who are just extras in the complex movie of the business.
Let’s take for example internet web sites of many boxes. The are all the flat copy one of the other, following a standard exposition that has probably set some years ago by someone who had a specific reason to draw that layout and to propose that content. Often i see dead links, form that take to nowhere or that dens up to send an E-Mail to someone on the other side which the most times take simply note of it without any follow up action.
The web site, as well as the social networks profiles, are powerful instrument to capture potential clients but they need to be used properly and with a specific strategy depending on what is our target. Without this in mind, any thing we are doing is just a waste of time and money. How many Boxes complain about the low impact that their social networks have on potential clients? But did they set up a communication strategy to achieve the expected outcomes? Did they defined who hey are and what they want to let know to people or simply they hired some web guy to which has been lean all the responsibility to create not just the site or the page in terms of creativity and efficiency but as general duty like: “you are the expert, you know what to do”.
Now what if the expert think in a different direction? What if the expert is force to imagine what actually it was expected to be told by who commissioned the job? And what if different expert without a coordination plan are told to do their job? The result will be a jam where no one will understand what you wanted to communicate. And of course, as usual, they will be blamed instead of those who created the chaos: the Box Owner.
A Box Owner, as entrepreneur is not expected to know how the job of his collaborators works, even if it is a useful skill, but is expected to tell them precisely what he wants, what are his expectations and which are the guideline to follow in order to proceed in the right direction. I’m not talking about things such as the choice of a colour, that is important, but about things like defining what is the target of a communication tool, what is the company’s mission, the vision, what is the value proposition and the strategy behind.
Really guys, it is better not to communicate at all rather than having an ugly web site or a Facebook page full of thing totally out of topic because there nothing like doing things just for doing them to set out to the road of failure.