Alignment in business is critical but often overlooked. After all, if your products and services aren’t moving in the same direction as your business goals, it’s akin to a rowing team paddling at different rhythms. Progress will be slow and scattered.
In this episode, we discuss the role alignment plays in business, including:
- How to ensure your products or services fit with your business objective
- Designing or refining your product suite
- What not to do
Understanding Alignment
At its core, alignment means ensuring that each product or service contributes to your overall business objectives, whether that’s scaling revenue, expanding reach, enhancing impact, or improving profitability. Your offerings should align not just with your capabilities but with what significantly impacts your business.
Imagine if your objective is to establish recurring revenue for financial stability, yet all your offerings are one-off consultations or custom projects. There’s a clear mismatch.
Similarly, if your goal is to free up time, yet your services demand constant involvement, alignment is lacking. The first step is to question: what do you want your business to achieve, and does your current offering support that?
Conducting a Product Suite Audit
Step one in achieving alignment is a product suite audit. Start by listing all the products or services you offer and ask yourself:
- What is the purpose of this product?
- Who is it for?
- How does it contribute to revenue or growth?
- Does it help achieve my business goals or detract from them?
You might find that some offerings exist out of habit or due to client requests that no longer serve your goals. These can dilute your brand and scatter your energy. Ideal product suites are created with a focus on your business objectives and the needs of your ideal client.
Designing or Refining Your Product Suite
Once you’ve audited, it’s time to design or refine the product suite. Ask yourself:
- Do I want to scale? Then design products that are repeatable, automated, or licensable.
- Do I want to establish authority? Consider signature offerings that define your space.
- Do I want to increase client lifetime value? Implement ascension models that deepen client engagement over time.
A simple structure to follow is the value ladder:
- Entry Level: Utilise free or low-cost products to attract potential clients.
- Core Offer: Develop a flagship service or product, the sweet spot of your offerings.
- Premium: Provide high-touch services for faster, deeper results.
- Recurring Revenue: Utilise memberships, retainers, or subscriptions to build stable income.
What Not to Do
Avoid building products around trends unless they align with your strategy. Simplicity scales; complexity incurs costs, and having more products doesn’t guarantee more profit. Often, better-aligned offerings yield greater success.
Think of your product suite as a menu: offer too much, and it confuses clients; offer just enough, and decisions become easier and your brand stronger.
Bringing It All Together
Let’s summarise with three action steps:
- Clarify Objectives: Define your top one to two business objectives for the next 12 months. Be specific, whether it’s attracting more clients, freeing up time, or generating recurring income.
- Audit Offerings: Use the four-question framework to evaluate strategic fit.
- Refine/Redesign: Trim what’s unnecessary and develop offerings that propel your business forward.
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Highlights
- 00:38 The Importance of Aligning Your Product Suite
- 01:02 Understanding Alignment
- 02:05 Conducting a Product Suite Audit
- 03:19 Designing Your Product Suite for Success
- 04:17 Common Pitfalls to Avoid
- 04:51 Action Steps to Align Your Product Suite
- 05:26 Conclusion and Final Thoughts
