Most people in business think bottom up.
They think of the tactics, how do I get business today.
But a better way to think, I am finding, is to think from top down.
What is the END I want to achieve.
Start from there.
Then look at the size of the industry you are targeting, and exactly
how large it is.
For example, you may work out that you’re targeting a $500 million
That’s the size of the market.
1% of that = your business getting $5 million of it.
0.1% = your business getting $500k of it.
Then look at who’s doing it best.
Who do you want to model?
Who are they targeting? How are they targeting them? What are they
doing that you can perhaps model, while putting your own spin on it.
Yes, you eventually write those Facebook ads.
You eventually create that Google campaign.
But you’re starting by seeing the big picture before zoning in on