Video Transcript

Hi. I’m Dustin Clark. I’m Senior Director of Strategy at Element Three and today I want to give Executives out there thinking about chasing growth a gut check.

So you’re ready, you’re excited. You’re moving into the next period of budgeting or thinking about where your business is going and you’re ready for transformational results. Here’s the gut check.

If you’ve been focusing on other areas of your business and not focusing on your brand, not focusing on your marketing, you may not be at ground zero, just like a weightlifter who’s neglected being in the gym for several years or has neglected their diet when they decide to get back into the gym, they can’t just go back to powerlifting and doing all the things that they used to do. They’ve got to build back up to it. They’ve got to get on the treadmill. They’ve got to change their diet so too, if you’ve been neglecting a part of your business, particularly marketing, and you come back into it, you’re ready to change and chase that transformational growth.

There’s a little bit of the paying the piper that’s going to happen. You’re going to have to figure out how to get back to that foundation to where you can truly springboard growth. That means resources, that means time, that means budget.

Now, here’s the other gut check. Likely that investment in time, budget, resources that patience, that change management, is going to follow the curve, right? It’s going to ramp up because we’re going to have to overcome some of the things that we’ve neglected. The good news is if you’re willing to get into that journey with eyes wide open, you can see that ramp up and then you’ll start to get your performance and hopefully things will start to ramp back down as it normalizes you fix the things that you need to fix and then you’re truly using your budget time and resources to chase that transformational growth.

Anybody can get incremental gains, but if we truly want to change our business, let’s make sure we look in the mirror first and say what it’s going to take to get us to the moment where we’ve earned the right to get that transformational growth.