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Page 51 GO IT ALONE!
Creating Time and Energy for Constant Reinvention
Though it has become almost a cliché to say that you need to constantly reinvent your business, that need is a stark reality. In the few short years that Speed Anywhere and T1 Anywhere have existed, I’ve needed to completely reinvent the source of the business’s strength four times. Each of these reinventions has involved the development of a completely new means of marketing the service in response to changes in the market or in efforts by the competition. In each case, the business would have suffered a near total death had I not reinvented its core marketing propositions. As a go-it-alone entrepreneur, I had the time to maintain the competitive vitality of the business only because of extreme outsourcing. From its inception, I assumed that the business would require constant reinvention, and I built this into my operating schedule. What this means is that you can never rest on your laurels. You must be constantly moving forward. The time you need for this constant innovation can be found through outsourcing absolutely everything possible. Reinvention cannot be placed on the to-do list of long-term problems that you’ll address after you do everything else. Business conditions and your competitive standing can shift in a matter of weeks. You want to have the time and energy daily to focus on how your business will look next week and next month. You can do this only if you outsource everything that is not part of your core source of business strength.
The Outsourcing Advantage: Inexpensively Keeping You at the Cutting Edge Subsequent sections of this chapter discuss the constant evolution and reinvention of outsourcing providers. These services must be at the cutting edge of sophistication to attract and keep clients, a further benefit to you because these providers must
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GO IT ALONE! Copyright 2004 by Bruce Judson. Reprinted by permission of HarperCollins Publishers. All rights reserved.
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