If you’ve ever heard me present, you know that one of the concepts I discuss often is the idea of “speed to market”. While it is a phrase and a methodology that I embody, I know that most people waste a lot of time trying to perfect their ideas in a vacuum.

This means they have an idea, work on it, polish it, refine it, work on it some more, and then, maybe, just maybe, share it with two of their friends. One of whom either doesn’t understand (or doesn’t agree) and this whole body of work is abandoned.

Or, on the other hand, some of my clients (before they became my clients), would complete their promotional videos, articles, and blog posts, but would never take the next step of sharing them with a wider audience.

The concept of speed to market means that you reduce the amount of friction between having an idea and bringing it to your target market. When you reduce the friction, you are able to build momentum in your business. Instead of slaving away over one video, for example, you might be able to produce 10 videos in that same time. None of them are likely to be perfect, but they will be good enough to get the job done.

And what is the job? The job is getting a client to pick up the phone and call you to learn more or to invest. Anything else is just feel good noise. It is important, of course, to build your reputation, and you might need to do this for a while, but if you are consistently promoting yourself and nobody is signing up, there is a problem with your market, your message, or the way you make your sales offer.

My clients tend to find that they either don’t market enough, or are marketing to the wrong group, or aren’t offering a compelling reason for their prospective clients to sign up now.

When you have the right message, the right market, and you get your ideas into the market rapidly and efficiently, you are building business momentum which can’t help but get results.

The next time you have an idea for your business, see if you can implement 50% faster than you normally would. That will put you 50% closer to generating real and meaningful business results.