Where Is The Script For Your Business?

by Mike Gomez, President, Allegro ConsultingMike Gomez, Allegro Consulting. Speaker at July 2013 The Atlanta International Gift & Home Furnishings Market

I spoke to a large gathering of business owners and asked whether there was an inherent conflict between planning for growth and the more free spirited entrepreneurial-like approach – where  you stay agile and react to opportunities as they arise (i.e., operate without a plan, make decisions on the fly, etc.). This was a great question as it addresses a big misconception about planning: that it somehow handcuffs a business.

To answer the question I asked the audience to imagine that they accidentally walked onto the set of a movie production. Then imagine grabbing a megaphone from the ground and asking everyone on the set to freeze for a moment and to please hold up their script for the day. In this case, none of us would be too surprised to see that the cameraman, the director, the soundman, the actors, and even the caterers will all be able to produce a script for that specific day’s shoot. The cameraman will know which cameras he has to have ready and where they should be staged. Because of the script, the actors will know the lines and scenes he is expected to perform. And the script will reveal to the caterers how many meals they have to prepare for and where they will be served that day. You see, a movie will never come together without a good script.

I then asked the audience to imagine taking that same megaphone into their place of business ask your mangers and employees to produce their script for the day. How will they react to this request? I suspect most will give you that “deer in the headlights” look. There is not a producer in the world or investor that would pursue a movie production without a well written script. The idea is simply preposterous. Yet most of us will run our businesses without one.

The script for your company is a plan – a simple, concise document which aligns your team around a common objective or end-state that is consistent with your vision and market conditions. And, like the script for a movie, there are portions written specifically for specialized roles. Sales, operations, finance, human resources, marketing should each have a script which defines the specific tasks they must complete (and when) to keep your “movie” progressing.

The script governing the day-to-day operations are process documents which describe how things are done in your store/business.   You will find that businesses that grow consistently year after year operate to a well vetted long-term (3 year) and short-term (1 year) plan. It is the plan they refer to BEFORE making a hiring decision, investing in capital equipment, or spending precious cash on marketing campaigns and website improvements. It is also the plan that will guide them when building and executing a sales or marketing strategy.

These same growing companies also recognize that the process they use day-to-day impacts competitiveness. By documenting these critical processes they eliminate the risk of being dependent on any one person’s memory or contribution. It also gives them a foundation from which to explore innovative changes that will improve efficiency and thus increase profitability.

Now I hope I have convinced you that, like a movie, your business too requires scripting. Can you imagine actors, cameramen, and set designers coming to a specific location and then left to their own to interpret the verbal instructions of the producer’s vision for a movie. It would be chaotic at best with numerous costly ventures down one frustrating dead-end after another. Entrepreneurial or not, is this the atmosphere for a growing thriving business? No.

So, where is the script for your business? It is worthwhile to note that since 1980 more than 70 percent of the winners of the Academy Award for best picture also received the Oscar for best screenplay – the script.

Mike Gomez presents “10 Essential Elements for Long-Term Sustained Growth” as part of The Education Center at the Atlanta International Gift & Home Furnishings Market on Thursday, July 11 at 9:30 a.m. Visit AmericasMart.com for a complete list of seminars and events.

Mike Gomez is president of Allegro Consulting, a growth specialty firm with a singular purpose of helping businesses grow. Allegro helps owners with marketing strategy, sales, and operations. They also provide leadership and business coaching. For more information, visit http://allegroconsultant.com.

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