humans make must answer the question, “How will you make my life better?” Successful businesses don’t just answer BUSINESS EDU continued
gaining clarity requires doing some heavy lifting.) These are planning, execution and measurement questions, including
the question. They guide customers to a happy outcome that creates a lasting, prof- itable business relationship. They give cus- tomers a clear picture of what their life will be like once they buy the thing, or complete the class, or take the trip. How do we make money? The diving industry is notorious for thin margins, high inventory costs, labor-intensive train- ing, and seasonal revenue swings. So, how do we succeed despite the challenges? This is where “clarity” is about knowing where your efforts are making bank, where they’re building toward the growth, and where they’re going bust. Get curious and ask. Which offerings drive profit? Which offer-
what exactly are we trying to achieve this year? How will we implement the goals? What does success look like in concrete terms? You’ll use the answers to plan your business strategy and marketing messaging. Traditional goal setting often fo- cuses exclusively on results, while ignoring the habits and decisions required to achieve them. Using “clarity” as your Word of the Year can help you emphasize behavior, not just outcomes. Clarity is not about perfection. It does not mean having every answer in advance. It means you’re com-
ings drive traffic? Which offerings create long-term loyalty? Which offerings exist mainly to support the brand? Not every effort will make a “cha-ching” sound – and that’s okay – but running a “bank/build/bust” audit of everything you’re doing will help you discern what’s working/what isn’t. Clarity helps you adjust accordingly. Clarity Plays the Long Game Next up? More questions. (I know. I warned you that
mitted to figuring things out. Your Word of the Year becomes your mantra and your marching orders. Clear goals are the foundation that supports
everything. When clarity is the anchor, business planning becomes less about prediction and more about alignment. And alignment, sustained over time, will help you create and implement plans that foster progress. And profitability.
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