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Creating Your Own Luck

by Hank Barnes  |  January 8, 2019  |  Submit a Comment

As the new year kicks off, amidst lots of questions about where the overall financial market is heading, companies (and individuals) are thinking about how to be successful in 2019.    Sure it takes strategy, and focus, and resilience, and I could go on—but it also takes some luck.

Source: pixabay on pexels.com

Source: pixabay on pexels.com

But luck isn’t always blind luck.  I believe that you can create your own luck.   How do you do that in B2B?  Here are some ideas:

  1. Make a big bet on ideal customer profiles/enterprise personas.    When times are challenging, the conventional wisdom is often focused on broadening targets.  Instead, I’d suggest you get lucky by putting more focus on those companies that are most likely to care about your company and your products.
  2. Double down on situational awareness.  Linked closely with ideal customer profiles, but more time based, situational awareness is critical.   You must understand what is going on in your customer’s world and the situations that create opportunities for you.   Timing is everything and situational focus can reveal when you might get one of those quick wins, those ‘bluebirds’, that can make the difference in quarters and quotas.   While everyone else touts your luckiness, you know it is all about preparation.
  3. Go all-in on contrast-oriented stories.   To drive change, you have to paint the picture of the current situation, the status quo, the issues with it and how you can create a different world.   Contrast oriented stories that are infused with insights from ideal customer profiles and situational understanding can help your customers recognize insights that lurk just below the surface–and fuel the internal discussions to spur action, rather than caution, in turbulent times.

Those are my ideas for creating your own luck in 2019.   What would you add?

Category: go-to-market  

Tags: enterprise-persona  ideal-customer-profile  situational-awareness  storytelling  

Hank Barnes
VP Distinguished Analyst
6+ years at Gartner
30+ years IT Industry

Hank Barnes provides research and advisory services on go-to-market strategies for technology providers. His research efforts focus on understanding the dynamics, challenges, and frustrations enterprises face when buying technology products and services. He then applies that research to explore the implications on vendor strategies, supporting the efforts of product marketing, general managers responsible for product portfolios, and CEOs. Read Full Bio




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