The E13 Strategy (Updated 10-30-11)

The E13 Strategy applies to every aspect of your business, including but not limited to Social Media.

It should be the entry point of the business funnel.

It should be considered first before the Trajectory Formula is applied, and before the process that begins with strategy and ends with sales is implemented.

The 13 Core Concepts

Here are the core concepts of the E13 Strategy.

Economics – All businesses are intended to be profitable. This is the overarching principle of the E13 Strategy. This will not in any way diminish the myriad crucial objectives that make your business impactful or world-changing, it will facilitate them. Profitability and social responsibility – if properly designed and executed — are not mutually exclusive, they are complementary. With this in mind, every strategic and tactical objective should begin with the question, “Will this improve profits, while advancing our core principles?” If the answer is yes, take immediate action. If the answer is no, rethink the objective.
Exponentiation – Once predictable profits are realized, you should plan for them to improve exponentially. Issues like scalability, manufacturing capacity, personnel expansion and solid customer service, among many others, must be planned for in advance of the need. Profitability is fragile; don’t endanger it by ignoring potential growth.
Empathy – Understanding and satisfying the needs and wants of your core constituencies – customers, followers, employees and investors – is a prerequisite to success. View all decisions through the prism of empathy. Satisfying your constituents is vastly more important than satisfying yourself. In all situations, ask yourself “What do they want and need?” If you have reliable and dispassionate answers, take immediate action. If you don’t know or can’t be sure, find out.
Expertise – There is no substitute for expertise. If you have it personally, expand upon it continually. If you don’t, develop it. Surround yourself with competency at all levels – by encouraging, cultivating and hiring it. Never settle for less. Mediocrity is the death knell of many companies and it should never be allowed. Focus your company on what it does best, and then concentrate on targeted improvement.
Exclusivity – To the extent that you can carve out exclusive marketing niches, your business will improve. If you are not all alone in your target market, redefine and refocus until you are. The best way to compete is by making the competition irrelevant.
Empowerment – Your business should empower all of your constituencies. Future success can be predicted by the level of empowerment you give to your customers, followers, employees and investors. Every aspect of your business should leave your constituents better off than when they first met you.
Evaluation – Action is very important, but the evaluation of that action is even more so. There is no such thing as too much relevant information, if careful evaluation follows its collection. In Social Media particularly, you must gather all appropriate metrics and thoroughly evaluate them for effectiveness and efficiency.
Execution – Even the best strategy will fail if it is not properly executed. Where strategy is an art, execution is a science. Learn its proper use. Satisfactory execution is not sufficient. Precision, timeliness, effectiveness and efficiency should be the base requirements. Execution can be delegated, at least partially, but only to fully skilled associates. In any case, you should personally execute key activities, both to insure accuracy and agreement with your strategy, and to continue developing your own skills.
Engagement – Social Media, as well as all other customer-centric functions, will languish without engagement. Amassing a following is only the first step. It is the personal interaction with them that will instill trust and pave the way to mutually profitable relationships.
Effectiveness – Effectiveness means getting the right job done. This may seem obvious, but you would be amazed how many businesses fail because they cannot or will not do the right job. Effectiveness is a strategic imperative, not a luxury. It is a choice, seldom simple, between multiple alternatives. If you have properly defined your market, selected appropriate potential customers, engaged with them consistently and designed products and services that meet their needs and wants, the most effective approaches will become obvious.
Efficiency – Efficiency means getting the job done right. Speed, accuracy, agility and knowledge are all mandatory. As in the case of execution above, even the best strategy will fail if it is not efficiently implemented. Efficiency requires profitable techniques, minimum time consumption and the proper use of all available technology tools. If any expenditure of time or resources improves efficiency, it should be carefully considered. If saving money means reducing efficiency, reconsider and choose a more efficient solution. This is not the place to economize. Present and future profits will be sacrificed if you are not efficient.
Emotion – The difference between good and great is often the amount of emotion you bring to bear. Emotion is the result of passion, and passion will always improve results. You need to be passionate about your business, products and customer service. You must invest emotion in your content, your interactions and engagement with others. Doing so will turn prospects into customers, and customers into evangelists.
Enthusiasm – When times are tough, be noticeably enthusiastic about opportunities. When you are tired, reinvigorate yourself with excitement. Enthusiasm is infectious — it encourages trust and solidifies relationships. Real enthusiasm is not a veneer; it is a deep and genuine character trait that will make everything better.

Said another way, the E13 Strategy includes the following:

It recognizes that Social Media is simple, but it isn’t easy.
It recommends dealing with economic realities head-on, but suggests expanding your business and profits exponentially when conditions dictate.
It requires understanding your customer and empathizing with his needs and wants ahead of your own.
It presupposes that you either have solid Social Media expertise, or that you find it before you begin.
It recommends that you discover an exclusive marketing niche, but if none currently exists that you create one.
It suggests that you empower your customers’ businesses as you empower your own.
It advises that you evaluate your current approaches, adapt as necessary, and that you make evaluation a part of your daily activity from then on.
It reminds you that execution is all-important.
It stresses the need for total engagement with all of your audiences.
And finally, it requires you to practice effectiveness and efficiency while amplifying your media messages with emotion and enthusiasm.

Properly understood and implemented, the E13 Strategy is foolproof. It will require a significant investment of time and resources, but the end result will be a worth it.

TRAJECTORY IS COMING SOON.

My new book, Trajectory, will be published in December, 2011. If you found this article useful, you will love the book. You may read the first chapter, Overview, by clicking here.

PREVIEW TRAJECTORY: To preview the complete Mind View, (conceptual diagram), of the new book Trajectory, click here for a free download.

Trajectory Information

Anticipated Final Publish Date: December 13, 2011.

Anticipated Price: $24.95

AVAILABLE ONLINE: In addition to the book itself, buyers will receive a password to the Client Login section of this website at no additional cost, where they can view the book in its entirety online, read supplementary materials and use expanded tutorials. Importantly, as the Social Media landscape changes, additional material not available at the time of publication will be available here.

Any questions? I am here to help.

If you are a businessperson searching for answers, or you know someone who is, I am very easy to get in touch with and I am eager to help.

Don’t be shy, be effective instead. Take action.

Simply call the number below. During normal business hours, (8 AM – 5 PM Scottsdale, Arizona time), it is my direct line.

If I am unavailable, just leave a message.

If you would prefer to exchange email I would love to here from you. Just email michaelstewart@jerichotechnology.com or click the email badge below. I promise I will get back to you within 24 hours.

If you believe your company can benefit from a robust and highly professional Social Media Campaign, complete the following form for no-obligation information and an application.

Our Pricing

Request For Proposal