Beware of BSO’s

Justin Cooper Added over 4 years ago


BSOs, or Bright Shiny Objects are new products, services, fads and gadgets that grab our attention (like a giant magnet) when we should be focusing on our Mission.

Why do they grab our attention? Because we’re always on the look-out for something that will give us an advantage over our competitors. That makes a lot of sense, but it’s important to check whether the ideas that our friends, family and business associates have suggested we look into are actually a good fit for our business. If the idea does fit then it’s full-steam ahead – get that idea incorporated into your business as soon as possible. It’s a Strategic Imperative.

But unfortunately most ideas aren’t. They are dangerous distractions that take us off our path and are not consistent with our business strategy, brand values, or brand story (positioning). They are Bright Shiny Objects that grab our attention and demand our time - when we are busy enough already.

So how do you tell the difference between an idea that fits with your business and a BSO? All you need to do it ask yourself two questions:

1. Does this idea fit reinforce my Brand Story (i.e. The Why, What and How of the business)?

2. If I were to prioritise the top five things I need to do to drive my business this year, would it help achieve one of more of these objectives?

If the answer is ‘yes’ to these two questions, the idea is a Strategic Imperative. If the answer is no, then the idea should be consigned to the place where all good BSO’s should go: the round file marked ‘Trash.’

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Posted by Justin Cooper at 11:12 am 0 Comments

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