We all have false
assumptions. Even if we don�t realize it, they exist. For instance
consider these typical assumptions:
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�Advertising doesn�t work, it�s a waste of money�
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�If
our sales staff would just make one more call a day, everything
would be great.�
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�Nobody asks for the order anymore ... that�s the problem.�
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�The
only thing our customers care about is a low price. Nothing else
matters.�
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�Everybody knows us.�
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�We
are the best!�
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�We�re the oldest.�
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�The
current downturn in our business is only temporary. We�ll come
out just fine.�
Without even realizing
it, businesses base their plans and programs on assumptions such as
these. But embracing such ideas can unfortunately keep companies
from expanding their vision, attracting creative employees, and
succeeding in their quest to gain new customers.
Often, rather than
testing an accepted premise or adopting a new strategy, owners will
ignore the all-too-obvious fact that their course is heading
straight for trouble. Yet only by challenging all assumptions, can a
company literally breathe new life into its operations.
The issue is not just
staying in business. What�s really at stake is finding ways to open
new markets, and becoming the company of choice in your field. The
job is not an easy one, because it often demands dramatic changes in
the way we approach doing business.
In the final analysis,
the determining factor for success is a state of mind that freely
welcomes new possibilities.
