So many small business owners keep their eyes down, working in their businesses rather than on them (a la Michael Gerber, author of E Myth), much to their own detriment.
But according to Deborah Shane, branding and media strategist, you need to keep your eye on the big picture. Her aim is to help small businesses put the pieces of the puzzle together and succeed. She offers some small business insights in this spotlight interview.
“Having a big picture in life and business is a blueprint, road map, and plan for how you are going to proceed and succeed. We all need more horsepower, a compass and a GPS today. Knowing why we do what we do, whom we do it for, and how we reach and market to them helps us stay on track and growing.”
Change is a Good Thing
Shane lives by the mantra:
“There’s change in opportunity and opportunity in change.”
Her professional background is varied. Before becoming a small business expert, she was a professional singer/published songwriter, teacher and award-winning broadcast radio sales professional.
In 2006, she decided to pursue her passion and help people through career transition, business development and professional advancement. Since then, she’s helped individuals move forward in their careers and their businesses, while focusing on branding and marketing strategy.
She’s also written a book: Career Transition – Make the Shift: Your Five Steps to Successful Career Reinvention. Additionally, Shane authors a blog on her website and contributes to several national blogs, including Small Business Trends (see her articles here).
Small Business Insight: Use Radio
In addition to running her own successful online radio show (which just hit 100,000 downloads), Shane helps small businesses set up their own radio shows and podcasts. She says that these tools play well with other media and marketing activities, and that they’re fantastic for branding:
“As a small business, having a radio show and featuring others can open doors for new connections, show your expertise and credibility and build your brand reach.”
Five Success Insights
Shane says when she started her consultancy and training company in 2007, her goal was to help people be armed to succeed in the 21st century. Being honored as a 2012 Small Business Influencer Champion, she says, tells her she’s on the right track:
“Through blogging, radio, training, speaking and my book, “Career Transition-Make the Shift,” being honored as a SMBInfluencer Champion 2012 is the ultimate peer honor and recognition for doing what I love and do best!”
Shane has happened upon five “success insights” as she has grown her business over the past five years:
- Know yourself
- Love what you do
- Give people reasons
- Always be relevant
- Ooze confidence
This is one of a series of spotlight profiles of key players in the 2012 Small Business Influencer Awards.