The complement to the brilliant strategy is the thankless work of lower-leverage detail.
An organization with feet on the street and alert and regular attention to detail can build more trust and develop better relationships than one than hits and runs.
Contact every user who stops using your service and find out why.
Create a newsletter for every journalist who covers your space, and deliver it every three weeks, even when you’re not asking for anything. Just to keep them in the loop.
Eagerly pay attention to people who mention you online and engage with them in a way that they prefer to be engaged.
Sponsor industry events and actually show up.
Write a thank you note every single day, to someone who doesn’t expect one.
Build your permission asset by 1% every day. Every day, 1% more people are eager and happy to hear from you.
Write a blog every day, not to sell, but to teach.
Connect people in your industry, because you enjoy it.
Host community meetings in your store.
Put a lemonade stand in front of your business and let the local kids donate the money to whatever charity they like.
Hand out free samples every chance you have.
Keep in touch with people who used to work with you and continue to help them get great gigs and new business, even years later.
Put together an honest buyer’s guide, pointing out in which instances your competitor’s products are a better choice.
Run classes for your customers.
Run classes for your competitors.
Build a recruiting pipeline that is in place more than a year before you need to hire someone.
None of this is sufficient. Your product and your strategy have to be brilliant. But a lot of it is necessary. Hearts and minds…