Reverberate
2012 Finalist

Do you know where you are going?

Do you know where you are going?

Recent weeks have seen me resemble a headless chicken. Well, a headless chicken with a driving licence anyway.

Historically August has been the quietest month of the year for us and September has taken a little while to get going. But this year, just when we decided to relocate the business, our workload went crazy.

Of course, this is not something to complain about - quite the contrary in fact. But the reality of chasing around the country delivering work for existing clients as well as a host of new ones has been challenging.

Long, long days and lots of miles seem to have been the way of things. And that is one of the reasons why Reverberate has been sadly lacking in the blog department recently - we simply haven't had enough time to think about the blog let alone sit down and write it.

Yet all the travelling about has given time for reflection, albeit caffeine assisted reflection. It has provided time to think about where we are taking the business and our aims for the future.

It has made me realise that we have, for the last two years, been committing that most mortal of business sins - we have lacked a clear strategy for the future.

Now I won't pretend I am proud of this. Indeed I spend a not inconsiderable amount of time trying to help clients define and then realise their own strategies, so you can probably understand that I am slightly embarrassed by this revelation.

But all is not lost. Over the past few weeks a clear direction has been crystallised and a plan is now in place, in our heads at least if not yet on paper (time pressures to blame I assure you!)

Some of our plans involve some significant changes in our business and we will be sure to shout about these here when they come about.

But in the meantime, a lesson has been learnt and it is pertinent for communications as well. And the lesson is this: if you don't know where you are going then the chances are you won't get there, or if you do then you won't notice.

This applies to communication strategies as much as it applies to commercial strategies. In fact, it is essential that communications approaches tie in closely with commercial activity, or the two won't ring true.

So do I feel smug now that I can say we have a strategy in place?

Not really as it is not a complicated process. All you need is a car, a few long journeys, a couple of Starbucks flat whites and an open mind. Oh, and a sat nav!

Philip 11:09

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