Strategy Sprints

How can you shift from chasing competition to creating an entirely new market space where your business thrives as a singular entity?

1. Create a Unique Identity - Be a "Category of One"

To stand out in a crowded marketplace, businesses must become a "category of one." This means building an identity that sets you apart so distinctly that customers see no alternatives. Reflect on whether your current offerings lack uniqueness or fade into the background. If so, it’s time to reimagine your strategy.

Start by examining your business and assessing whether it’s “vanilla” – generic, safe, and indistinct. Once acknowledged, work on defining your brand so that it becomes incomparable to competitors. Use risky, innovative tactics that might feel unconventional but capture attention. It’s not about following trends but creating them.

Being unique also demands a deep understanding of your audience. Study their dreams and challenges and make your solutions indispensable. Combine this with a clear vision you live by every day. A vivid commitment to your goals ensures that decisions align with your ultimate direction, helping you carve out a space with little competition – a "blue ocean."

Examples

• A small coffee roaster positions itself as a sustainable brand by partnering with local farmers and sharing their stories.
• A startup clothing line gains fame by designing clothing for a specific niche, such as teachers, rather than general consumers.
• A craft brewery redefines itself by creating only non-alcoholic, flavor-forward beers for health-conscious drinkers.

2. Craft a Customer-Centric Brand Story

Your customers are the hero, not your brand. Tell a story where they’re on a mission to solve a problem, and your product serves as their guide. By doing this, you shift focus from what you offer to who they are and what they need to succeed.

For example, if you sell a digital tool for productivity, center your story on someone struggling with procrastination who uses your product to unlock their potential. Clarify a single “villain” (like procrastination) and present your solution as the remedy. Your story should illustrate the journey from challenge to triumph, with your product enabling their success.

Present both the positive outcomes of using your solution and the risks of inaction. By painting a compelling future, you empower customers to take action. Keep your narrative simple and relatable so that it resonates immediately with potential buyers when they engage with your brand.

Examples

• Tesla’s narrative isn't about cars; it’s about empowering drivers to combat climate change by championing sustainable energy.
• A digital agency frames its services as enabling small businesses to compete with large corporations through cutting-edge strategies.
• A fitness app positions itself as a guide to help users defeat the “villain” of unhealthy living.

3. Use Growth Levers to Build Predictable Revenue

Every business journey needs a clear map. Growth levers – four essential areas – help improve cash flow and reduce uncertainty. These are price and packaging, sales time and rate, systematizing processes, and productivity improvement.

Adjusting pricing models could transform your revenue. Think of turning one-on-one services into scalable memberships or subscriptions to create consistent income streams. Speeding up sales cycles enhances conversions, while improving packaging makes offerings more appealing. Systematizing daily business functions saves time and energy, freeing up resources.

Finally, focusing on personal productivity as a leader has ripple effects. Energized decision-makers can uplift entire teams and create momentum. Together, these four levers function like a compass, guiding your business through sustainable growth.

Examples

• A yoga instructor creates online memberships, reaching thousands instead of small in-person classes.
• A freelancer learns specific sales techniques, cutting their sales cycle in half and tripling their income.
• A bakery automates orders and finances, freeing the owner to focus on new products.

4. Plan for Growth Using a 90-Day Roadmap

Success doesn’t happen by accident. Using a 90-Day Growth Plan, businesses can work toward measurable objectives and stay on track. Start by defining a core theme or vision for the quarter, followed by three clear goals that support it.

Identify strategies for brand positioning and track progress with specific performance indicators (KPIs). Sharing this plan with your team can align everyone’s efforts and inject purpose into daily tasks.

The key is setting achievable steps that build toward bigger ambitions. This roadmap also keeps you accountable, providing a sense of direction and preventing distractions from derailing progress.

Examples

• A small tech firm sets goals for onboarding three clients and improving website engagement within a quarter.
• A local retailer aims to double foot traffic by hosting biweekly events and measuring turnout.
• A design agency maps out a KPI of securing two key collaborations within 90 days to grow visibility.

5. Manage Time by Planning an “Ideal Week”

Stop feeling like a victim of endless tasks. Create an "ideal week" that matches your energy levels to specific priorities. Place your top-value tasks during peak energy hours and reserve other times for lower-focus activities like emails.

Review your current schedule. Compare it to your ideal week, identifying tasks to delegate or discard entirely. This flexible structure adapts over time but keeps you aligned with what matters most to your business and personal life.

Experiment with boundaries. This might include setting meeting-free mornings or a one-day focus on sales. Such shifts open time for neglected priorities, making the workweek more manageable and rewarding.

Examples

• A CEO dedicates mornings to deep work, reserving afternoons for team meetings once energy wanes.
• An entrepreneur sets Fridays aside to review strategy and analyze completed projects.
• A small business owner stops scheduling client calls during their mornings reserved for creative planning.

6. Build Trust Through Customer Feedback

Customer feedback is the foundation for improvement. Encourage clients to share their thoughts by fostering trust and creating a partnership dynamic – treat them as co-creators of your business’s journey.

Negative feedback might sting, but it shows where expectations aren’t being met. Use these insights to initiate change and address gaps. Valuing criticism strengthens connections with customers and demonstrates your commitment to their satisfaction.

Proactively ask for feedback throughout the customer journey. When you make adjustments based on their responses, it encourages loyalty and drives positive word-of-mouth, yielding long-lasting benefits.

Examples

• A SaaS company adds features based on recurring customer requests, gaining wider appeal.
• An online shop addresses complaints about delayed shipping by partnering with a faster logistics service.
• A hotel modifies its loyalty program after survey responses revealed preferences for experiential rewards over discounts.

7. Embrace the Net Promoter Score for Customer Loyalty

The Net Promoter Score (NPS) is a simple yet effective way to track customer satisfaction. By asking customers if they’d recommend your product, you categorize them as "Superfans," "Neutrals," and "Unsatisfieds." Aim to retain and grow the Superfans segment by exceeding their expectations.

Encourage your existing customers to become advocates. Convert Neutrals into fans and address the pain points of Unsatisfied customers. A high NPS doesn’t just mean happy customers; it signals a thriving base of loyal promoters.

Consistently measuring and acting upon your score alerts you to trends in customer preferences and areas needing immediate changes.

Examples

• A beauty brand rises in popularity by turning its online reviews from lukewarm neutrals to raving fans.
• A mobile service provider boosts referrals with tailored solutions for dissatisfied customers.
• A restaurant refines its operations after understanding why Unsatisfieds leave low ratings.

8. Turn Criticism into Opportunities

Businesses often fear critiques, but these are opportunities to improve. Find solutions together with customers when challenges arise. Being transparent and responsive not only resolves issues but builds goodwill and loyalty.

Adopt a feedback loop to collect concerns continuously. Use the data to refine your operations, products, or services. Happy customers are likely to return; resolving problems encourages potential advocates to stay.

Improvement driven by feedback shows an investment in delivering exceptional experiences that matter to your audience.

Examples

• A rideshare app compensates riders for delays and wins them back through enhanced route accuracy.
• A service hotline turns complaints about response time into training opportunities for quicker customer interactions.
• An online school redesigns its platform after users complain about difficulty accessing content.

9. Personal Productivity Fuels Success

Your attitude as the business leader affects everything. Staying energized and focused ensures that you can effectively steer your company’s growth. Schedule time to recharge and prioritize your well-being to maintain productivity.

Modeling productive leadership creates a ripple effect throughout your team. Simple strategies like keeping goals visible, making deliberate decisions, and staying proactive help the business maintain momentum despite challenges.

Business leaders focused on their health and attitude inspire teams, elevate workflow, and maximize output.

Examples

• A CEO adopts a daily mindfulness routine to tackle stress, improving communication during busy projects.
• A small business owner blocks vacation weeks twice a year to avoid burnout while staying creative.
• A team leader takes short walks between meetings, returning with greater clarity for problem-solving.

Takeaways

1. Reevaluate your business’s uniqueness and find ways to become a "category of one" in your industry by assessing your strengths and audience.
2. Build a 90-Day Growth Plan to set measurable goals and create coherence in your operations.
3. Regularly collect customer feedback, focus on solving pain points, and leverage the Net Promoter Score to measure loyalty effectively.