Looking over my web site, Process PA, I find myself frequently over-analyzing. Is the hero text the best, does the message make sense, should I change the color of the call to action, should I reorder the content blocks, should I change the comment engine, should I change the whole platform. There are hundreds of questions I go over, but I’m finding they are not relevant. Yes, those things maybe wrong. It is likely it can be done better, to be much clearer and convert higher. But here’s the kicker, I’m not at that stage yet.
From an older Pollenizer template we were given to use when I started in the River City Labs/Muru-D Accelerator the first tab states your Big Hairy Audacious Goal. As I’m learning on the same page, just as important is what phase you are up to in pursuit of that goal. There are 3.
- Solve a demonstrable problem for a known customer
- Show a sustainable business model by matching product with a market
- Drive down costs, maximize profit and increase automation
What I have found from the many books, podcasts, articles, tips & tricks etc that I have read they mostly relate to businesses in phase 3. Building the company, double-down on what is working and increase efficiency, processes and customer reach. All good things. This is the phase I want to be in. The reality is I’m not. I’m in phase 2. I have paying customers and we are solving a problem. They are happy customers. However, as a business we have not solved our path to market, our repeatable sales process or any sales predictability. Until we have some resemblance of that, the self-questioning and constantly adjusting to, in theory, optimize what we currently have is not effective.
One of the biggest causes of startup failure is by building for scale too soon
Once web site traffic has increased and we get real data to make the decision, to A/B test with meaningful results will we really dive into something like Donald Miller’s StoryBrand. That is not to say ignore it, but once created leave it alone and create more. By me questioning and constantly going over what is done I’m not getting to other things that are still completely missing. I’m going to bring more value and get closer to the goal by adding more instead of changing what is already there.