My 2/22/2021 progress on Bredemarket’s five goals for 2021 (the 1/8/2021 9:30am edition)

You will recall that I set goals for my consultancy Bredemarket in 2021. These goals were last revised on January 8, and I don’t see a pressing need to revise the actual goals at this time.

Well, except for the fact that I’m thinking about wildebeests rather than iguanas these days.

Black wildebeest. By derekkeats – Flickr: IMG_4955_facebook, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=14620744

But this is a good time to see how I’m doing regarding my 2021 goals.

Goal 1: Help my clients to communicate and reach (and understand) their goals. 

You will recall that this is the “obvious” goal that some businesses don’t even explicitly mention because it should be second nature. Whether a business chooses to mention it or not, it’s essential that the business measure its ability to help its clients.

I cannot go into detail about what Bredemarket is doing with specific clients, but I do believe that I am assisting my clients in reaching their own goals. I’ve shared a testimonial that one of my clients gave me, and I have also received confidential feedback from clients about certain things that I have done for them.

Goal 2: Pursue multiple income streams. 

I’ve devoted a recent post to this, and things have only improved since then.

First, I have an update on my “I cried, I read, I (halfway) conquered” post in which I was trying to get two service listings approved on an (unnamed) intermediary service. When I last left the story, one of the service listings was approved, and the other wasn’t. After I slept on it some more, I revised the text for the second service listing to explicitly mention case studies. After this textual change, the second listing was approved. So I got another cookie.

Second, I have signed up with yet another intermediary service (IS) that allows me to work with a particular identity company. I was put in touch with this IS by a particular person. I would publicly identify that particular person, but if I did so, then everyone would know the identity company, and I make a practice of not identifying my clients. (Since I usually function as a ghostwriter, it’s not beneficial to me to say that I ghostwrote for Company X.) But I am thankful for that person’s efforts (and must privately thank the person personally once I finish this post). After signing up with the intermediary service, I immediately received a consulting request from the identity company, and was able to work on that request.

So now I’m signed up with multiple services, some of which are already providing consulting opportunities for me, and others which may provide opportunities in the future. We’ll see what happens.

Goal 3: Pursue multiple communication streams.

I need to work on this one.

Yes, I have this blog, my Facebook and LinkedIn outlets, and my intermittent podcast.

But other avenues might be beneficial. (Not the plane with a banner.)

I’ve been trying to think of video ideas. So far I’ve shied away from video, because a video of me sitting at a laptop computer typing stuff would not only potentially reveal confidential information, but would also be extremely boring.

But I have been toying around with a video idea that might be mildly entertaining. If I pursue it I’ll let you know.

Goal 4: Eat my own iguana food.

(Or wildebeest food. Same thing, unless you’re an iguana or a wildebeest.)

This ties in with my other goals, such as my idea about creating a video. Not that I’m going to become a 1938 Media and start creating videos for my clients, but it’s good to at least be familiar with the practice.

Goal 5: Have fun.

I am continuing to do this, especially since I have been reading other content that points out that people don’t do business with faceless companies, but do business with people within those companies.

As long as the fun is appropriate and serves an ultimate purpose, fun can be beneficial.

But I’d better read up on the life and characteristics of wildebeests, just in case I get asked specific questions about them.

Goal 6: Be prepared to change.

As I already mentioned, I don’t see any need to add any more goals at this time. These goals are more than enough for me to tackle at the moment.

However, there is one change that I probably should make to the existing goals: perhaps not to the public-facing goals, but to my internal tracking of these goals. The best change that I could make is to make the goals measurable. For example, I could set a particular number of income stream sources, or better still a particular number of income stream sources that actually produce measurable income in 2021. I’ll consider this…internally.

But what about your goals?

Did you set goals for 2021? Have you taken the time to see how you have performed against your goals?

And can Bredemarket help with any of your communication goals?

Take a look at what I do, and if my services can help you, contact me.

Bredemarket’s five goals for 2021 (the 1/8/2021 9:30am edition)

As some of you know, this is a revision to a post that I wrote on December 4, 2020. December (and January) are the times of the year when companies and people publish end of year posts. Frankly, I didn’t really feel like writing an end of year post for 2020, so instead I shared my goals for Bredemarket for 2021. And now I’ve revised those goals by adding a new goal, and explained other goals in more detail.

Goal 1: Help my clients to communicate and reach (and understand) their goals. My chief goal, of course, is to help my clients reach THEIR OWN goals. Bredemarket aims to thoughtfully and strategically provide marketing and writing services that align with client needs.

If I may briefly look back at 2020 in a positive light, I have helped clients establish themselves as subject matter experts, I have helped them to attract customers in the best possible way, and I have helped them to win business. I’m not sure how much additional business I’ve won for any of these firms, but hopefully I’m helping them lay the groundwork for securing future opportunities.

Part of my services involves determining WHAT clients actually need. Some of my clients simply ask for a blog post, but there’s often a need to dig deeper. For example, several small businesspeople and I were recently discussing how to use the “five whys” to elicit underlying needs from clients. What is this deliverable (white paper, blog post on 2021, whatever) supposed to accomplish?

I’d like to add a comment about this general “customers first” goal. When I was helping a client communicate his company’s goals for 2021, the client did not want to include this as part of his list of goals. The client preferred to talk about unique goals, and frankly putting the customer first should be a goal of every company. (OK, Sir Richard Branson disagrees with me.)

But there are times when it is wise to state the obvious. Schlitz achieved image differentiation by emphasizing the cleanliness of its brewing process. All brewers were doing this…but only Schlitz was talking about it. (Plug: I heard this story from one of the participants in a Jay Clouse Freelancing School online meetup.)

Goal 2: Pursue multiple income streams. This is really an internal goal for Bredemarket, but it affects my approach.

While I know WHAT I want to do—I’m not going to quit marketing and writing and start selling nutritional supplements—I’m exploring HOW I want to do it. In some cases I’m approaching potential clients directly, while in others I’m using one of several intermediaries to do it.

There are advantages and disadvantages to direct vs. intermediary solicitation, but it’s wise to have multiple options. Some options may perform better at some times, while others perform better at other times. We’ll see what happens.

Goal 3: Pursue multiple communication streams. This is a goal that I explicitly added to the list in January. I’ve been working on it all along, but I believe that I need to dedicate myself to it more.

I’m already communicating on dedicated platforms on the Bredemarket website, on LinkedIn (three separate pages, one of which has over 100 subscribers), and on Facebook.

But I can always do more.

I need to make a renewed commitment to my podcast.

I also have to ask myself whether other communication streams will be valuable to disseminating Bredemarket’s messaging.

  • Do I need dedicated Bredemarket pages on Twitter or on Instagram?
  • Should I launch a TikTok channel?
  • Should I fly a plane over Los Angeles with a Bredemarket banner?

The questions should at least be asked.

Goal 4: Eat my own iguana food. (Dog food is boring.) The original version of this very post originated from this particular goal. I wanted to pitch clients on writing 2021 blog posts for them, so I thought it best if I wrote my own. And as I previously noted, I was able to help a client enunciate his company’s 2021 goals.

Some of my other activities, such as my establishment of LinkedIn Showcase Pages for identity and technology, also satisfy this goal (and originated from another pitch idea).

Goal 5: Have fun. Years ago, when I was working for a large company (it might have been the original pre-Solutions/Mobility Motorola), I told a group of people at work that I was going to “play” with something. Use of the term “play” in relation to work did not sit well with some of the group, who thought I wasn’t taking things seriously. Others in the group knew exactly what I was talking about.

When work is fun, and you can approach it with a sense of play, it not only isn’t work, but you’re more energized about doing it. Obviously not everything can be play, but when there are opportunities to enjoy what I do, I’m going to take advantage of them.

Goal 6: Be prepared to change. This is the point where perceptive readers interject, “But John, the title only mentions FIVE goals! You goofed!”

Consider this sixth goal an added bonus! (And I’m, um, playing with your perceptions…)

Obviously I was prepared to change, since I added a new goal in January 2021 about communication streams. However, this change was relatively minor compared to the changes that many of us went through in 2020. For me, I had to pivot early in 2020 when COVID forced my employer to re-evaluated its business lines, then I pivoted again a month later when I had to start working from home, and then I pivoted three months after that, etc., etc. You’ve probably had to pivot a few times yourself.

So I recognized that these goals as of December 4, 2020 at 11:00 am could change, and they did change on January 8, 2021 at 9:30 am. “But,” as Stuart Smalley would say, “that’s…OK.”

What are YOUR goals for 2021? Oh, and can I help you express them? And what do you want to accomplish by expressing them?

Why?

Why?

Why?

Why?

Why?

Bredemarket’s four goals for 2021 (the 12/4/2020 11:00 am edition)

These goals were subsequently revised on 1/8/2021 at 9:30am.

This is the time of year when companies and people publish end of year posts. Frankly, I don’t really feel like writing an end of year post for 2020, so instead I will share my goals for Bredemarket for 2021.

Goal 1: Help my clients to communicate and reach (and understand) their goals. My chief goal, of course, is to help my clients reach THEIR OWN goals. Bredemarket aims to thoughtfully and strategically provide marketing and writing services that align with client needs.

If I may briefly look back at 2020 in a positive light, I have helped clients establish themselves as subject matter experts, I have helped them to attract customers in the best possible way, and I have helped them to win business. I’m not sure how much additional business I’ve won for any of these firms, but hopefully I’m helping them lay the groundwork for securing future opportunities.

Part of my services involves determining WHAT clients actually need. Some of my clients simply ask for a blog post, but there’s often a need to dig deeper. For example, several small businesspeople and I were recently discussing how to use the “five whys” to elicit underlying needs from clients. What is this deliverable (white paper, blog post on 2021, whatever) supposed to accomplish?

Goal 2: Pursue multiple income streams. This is really an internal goal for Bredemarket, but it affects my approach.

While I know WHAT I want to do—I’m not going to quit marketing and writing and start selling nutritional supplements—I’m exploring HOW I want to do it. In some cases I’m approaching potential clients directly, while in others I’m using one of several intermediaries to do it.

There are advantages and disadvantages to direct vs. intermediary solicitation, but it’s wise to have multiple options. Some options may perform better at some times, while others perform better at other times. We’ll see what happens.

Goal 3: Eat my own iguana food. This very post originated from this particular goal. I’m preparing to pitch clients on writing 2021 blog posts for them, so I thought it best if I wrote my own.

Some of my other recent activities, such as my establishment of LinkedIn Showcase Pages for identity and technology, also satisfy this goal (and originated from another pitch idea).

Goal 4: Have fun. Years ago, when I was working for a large company (it might have been the original pre-Solutions/Mobility Motorola), I told a group of people at work that I was going to “play” with something. Use of the term “play” in relation to work did not sit well with some of the group, who thought I wasn’t taking things seriously. Others in the group knew exactly what I was talking about.

When work is fun, and you can approach it with a sense of play, it not only isn’t work, but you’re more energized about doing it. Obviously not everything can be play, but when there are opportunities to enjoy what I do, I’m going to take advantage of them.

Goal 5: Be prepared to change. This is the point where perceptive readers interject, “But John, the title only mentions FOUR goals! You goofed!”

Consider this fifth goal an added bonus! (And I’m, um, playing with your perceptions…)

If I can briefly refer back to 2020 again, it has been a year of pivots for most of us. For me, I had to pivot early in 2020 when COVID forced my employer to re-evaluated its business lines, then I pivoted again a month later when I had to start working from home, and then I pivoted three months after that, etc., etc. You’ve probably had to pivot a few times yourself.

So I recognize that these goals as of December 4, 2020 at 11:00 am may change as soon as December 5, 2020 at 9:00 am. “But,” as Stuart Smalley would say, “that’s…OK.”

What are YOUR goals for 2021? Oh, and can I help you express them? And what do you want to accomplish by expressing them?

Why?

Why?

Why?

Why?

Why?