In business, we need to embrace systems to align people with processes. Companies spend time and money on systems to speed up or simplify processes. The one thing that stands in the way of business systems being effective is people.
You are working with a group of people with different life experiences, goals, and beliefs. As much as we try, we can’t dig deep into each individual and try to align them based on their unique perspective, so we try to find a middle ground with the expectation of varying degrees of adaptation.
We then create documents and training to help the alignment process. Standard Operating Procedures (SOPs) help us to set expectations, give instructions, and align expectations. Then, just like a kindergarten recital, you have some who fidget, adlib, or move to the beat of their own drum.
With marketing, we often utilize systems and SOPs to reach our current, past, and prospective customers. We would all love it if one system (law, scripture, or proclamation) reached all three audiences because it would simplify and reduce time and expense.
Yet, when you define success as a sale, it’s one person with a team of decision-makers that you ultimately must convince to buy from you rather than your competition.

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