Our clients buy in mysterious ways. This is because they buy on emotions and rationalise post-purchase. With this in mind, how can you ensure you position your brand better and develop a key message that stands out from the rest?

In this 50-minute workshop, we discuss with Dan Rowell from DSR Branding how to deliver a clear, unique and memorable message.

Topics We Discussed In this workshop

  1. Finding your point of difference 
  2. Balancing the risk between subtle and overt strategies
  3. The greatest value for money in marketing 
  4. Where to invest your marketing budget 

Developing your message 

Strategy development is fundamental to creating and running a successful campaign for your organisation. What are the values you stand for? What is it that your audience really wants to hear? The Eighth Mile Consulting can help you build a strategic outlook and communication plan to deliver your business and client outcomes.

Dan shared some awesome insights for those feeling a little lost in the marketing space. He recommended the A Brand New World Podcast and left us with the AIDA model to keep in mind when building content: Attention, Interest, Desire and Action. Here are some questions to help you find the right track. What constraints are your working with? How are you delivering a credible and trustworthy message? Are you giving your marketing ideas the overnight test? 

For more helpful videos to help you grow your people and your organisation subscribe to our YouTube channel.

What is your favourite tag line? Let us know in the comments below!

John Kiriakakis from The Eighth Mile Consulting asks Anand Tamboli what we need to consider before implementing Artificial Intelligence within a business.

There are a number of areas within operating expenses for a business where cost reductions can be found with the implementation of these new technologies. We touch on some of these expenses that may raise questions for your own strategy development.

Some of the myths surrounding AI that we cover

  1. It is too expensive
  2. There is too much complexity involved
  3. You will attract a bad reputation for automating
  4. Automating will solve all of your problems

We also break down the levels of AI and provide case studies on what this may look like in your business from

  1. Data-driven decision making 
  2. Shared roles between bots and humans
  3. Complete automation of functions 

In this video, we explain how implementing AI within your business can increase your efficiency, giving your employees more time to deliver higher quality and improve your overall client experience.

With all of this in mind, what are the next steps?

Before you begin the implementation phase of your AI project, consider these points;

  1. Look for the small wins
  2. Pick a clear outcome
  3. Do not get stuck in a money drain
  4. Set defined boundaries for the project
  5. Find a low risk, low cost, stepping stone to use as a sample test

Let us know – What are some challenges in your business that you think AI might be able to resolve?

For more helpful videos to help you grow your people and your organisation subscribe to our YouTube channel.

Jonathan Clark and Peter Keith from The Eighth Mile Consulting address the myths of change management and how to successfully establish a change initiative.

 

There are a number of areas that affect the success rate of change management projects, in fact, research from McKinsey and Co show 70% of all transformations fail. We touch on some of the challenges that may raise questions for your own change management project.

Many projects that we encounter in working with organisations to support their change requirements come across these four issues, which we explain further in this short presentation:

  1. Change fatigue
  2. Resistance to change
  3. Lack of change champions
  4. Return to old habits

In this video, we explain the five pre-conditions for contentedness in an organisation as the model by David Rock outlines. This helps provide an understanding as to how our employees may perceive the change we are requesting and why they may be experiencing change fatigue. Change is a choice and it is our job to create the conditions that support change and promote the choice to embrace it.

For more helpful videos to help you grow your people and your organisation subscribe to our YouTube channel.

David Neal and John Kiriakakis from The Eighth Mile Consulting explain the benefits and disadvantages of different levels of setups and the equipment required for each.

There are a number of areas within operating expenses for a business where cost reductions can be found with the implementation of these new technologies. We touch on some of these expenses that may raise questions for your own strategy development.

Many projects that we encounter in working from home require consideration across these four main areas, which we explain further in this short presentation:

  1. Audio
  2. Visual
  3. Control
  4. Input 

In this video, we explain exactly how continuity of your presentation link to your reputation and your overall client experience. This is the first step in creating captivating content that is engaging for your audience, whether that be for internal purposes or for external stakeholders.

For more helpful videos to help you grow your people and your organisation subscribe to our YouTube channel.

The Eighth Mile Consulting officially launched in January this year (2019) and our team has been on an exciting roller coaster ever since. Modeled on a belief of ‘Good People, Helping Good People’, we have stepped out into the world seeking to find positive people and support community serving projects.

The purpose of this report is to provide a mechanism to communicate all of the lessons we learnt along the journey so far. In doing so, we hope that it serves other teams and removes the need to learn the same mistakes the hard way. We also hope that it helps them to capitalise on opportunities which we have identified.

This follows a six-month report which we published in August this year, called “Our no BS review of The Eighth Mile Consulting – 6 Months in”. It also includes many lessons that might be of merit to others.

Snapshot

  • Our team has grown from 2 to 11 people.   
  • We have achieved our first-year brand recognition targets. 
  • We achieved our financial targets. 
  • We exceeded our organisational growth targets by 30%. 
  • We have set all the conditions for our next phase in 2020.

Now that we have that out of the way these are the lessons we learnt or have had reinforced throughout our short journey…

Lesson 1: Only supporting positive projects is financially viable

We have conclusively proven that supporting positive projects is a viable business methodology, but it requires consideration of a number of factors to remain sustainable.

Project funding models need to be discussed early in scoping stages and need to be leveraged off of a Return on Investment (ROI) for the customer. The customer needs to feel that they are supporting something which will provide a positive legacy for them, the community and their brand. But, it needs to be clear that the project is ‘for profit’ as we have staff to pay and administration costs to attend to.

Many positive industries are still in the early stages of development. This means that they have not yet fully embraced the idea of consulting being used in support of their existing organisational structures. This can make conversations difficult when trying to find middle ground that will ensure value for both organisations, whilst also delivering positive projects.

The best approach is to be clear, transparent and upfront about everyone’s expectations.

Lesson 2: Plan to scale and grow quickly

All the strategies in the world will not determine how it plays out on the ground. Always have a reserve or something in the back pocket in order to deal with unforeseen contingencies.

We spent significant time preparing a methodology for scaling our services, based on a number of growth assumptions. As it turns out, what we thought were ambitious growth targets were only half of what was required in reality (a good problem to have). A rapid increase in demand required that our strategy be accelerated in areas in order to accommodate the number of projects which were required in a short time.

We are now in a great place with good projects and initiatives in the pipeline, supported by a proportionately growing staff pool. For the meantime we have found the right balance, but admittedly there were some late nights trying to figure out how we can ensure services were provided to the standard we hold ourselves to.

Lesson 3: Leave your ego & pride at the door. Don’t go down with a sinking ship.

It is not always clear what initiatives will land and which ones will not. Linking back to our military careers there was a popular saying among leaders, “time spent in reconnaissance is seldom wasted”. The same rings true in business.

The time spent conceptualising new ideas, creating a plan for market, and then probing out to determine its value is essential in ensuring your relevance with other client organisations.

This being said, do not put all your eggs in one basket, and do not keep whipping a dead horse. Probing, by its very nature, is used to confirm, validate or deny facts and assumptions. If the data comes back that it isn’t worth the continued effort in a certain area. Stop, learn/adapt, reorientate, and then move again.

Lesson 4: The Sunshine Coast is very difficult to establish in.

One of our aims has been to base The Eighth Mile Consulting out of the Sunshine Coast in Queensland Australia. The reasons for this were based around a growing economy, an acceptance of small businesses, lifestyle, community, technology advancements and great infrastructure.

As it turns out the vast majority of our clients are based in Brisbane. It has been very difficult to break into the cliques associated with the Sunshine Coast despite many efforts to find relevance in the community. In many ways we have found it easier to provide services to other countries such as the USA.

Our company is very keen to support The Sunshine Coast in a more formal capacity but something is going to have to give. It might be a matter of time and pressure making diamonds, but it also might be a venture which is not viable long term. Time will tell.

Not known for stalling, we have a number of initiatives we will test. Depending on the viability of the outcomes we will make decisions whether to officially base our efforts out of Brisbane or Sunshine Coast.

Lesson 5: Build a high performing team, and clients will magnetise towards it.

We are fortunate in that we have access to a unique pool of extremely high performing leaders in which to create our staff base. We have made a deliberate choice to grow the team, prior to knowing all the problems. In doing so, we have actively sourced people which we trust, and we know can deliver incredible services to organisations that need it the most.

The beauty of having access to such people is that they are able to remain flexible and adapt their style, approach and methodology to suit the client and the target audience. The second advantage is that the more high performers we draw into the pool, the more appetising it is for other candidates who may have been fence sitting prior. In essence, it generates its own momentum and energy.

Lesson 6: We remain methodology agnostic

From our inception we have been, and remain, project methodology agnostic.

Due to our tertiary qualifications and history of project management we have developed a strong understanding of different project methodologies. We can use them if requested/required, but you will not see us heavily pushing a specific approach.

Instead, we are strong advocates on developing customised solutions for clients after listening intensively to their stories and determining their needs. We do not subscribe to a one solution fits all approach and we will continue to work under this design. It works for our clients, and it works for us.

Lesson 7: Keep having fun

Throughout this journey we have grown our team, fought through the challenges and have done so with a big smile on our faces. We revel in the complexity and the uncertainty and it has only served to cement many of our friendships in even stronger foundations.

We enjoy going to work and being around our team. We learn and professionally develop from each other and we are good at what we do. I can’t wait to bring in some more equally positive people to the company.

Lesson 8: Continue removing single points of failure

Until now there has been a misconception that The Eighth Mile Consulting team is the ‘Dave and Jono’ experience. This is a perception we need to rectify, as we feel it directly undermines the amazing work being provided by our ever-growing team.

Significant effort will be placed in the next cycle to demonstrate the amazing and unique skillsets which our team provide on a daily basis.

The plan moving forward

Keep trying to find good people by teaming up and partnering with more like-minded and motivated individuals, teams and organisations. 

Continue to scale our services into new industries (watch this space). 

Continue to find our relevance in the Sunshine Coast until it becomes overtly obvious that it is no longer viable. 

Continue supporting veterans, emergency services and first responders as part of an enduring effort across multiple projects. 

Continue to organically grow our follower base on Linkedin without the use of sending requests from the Company page. We believe in creating a community of people who want to be involved, not those who felt pressured to join us. 

Continue growing our team at a rate commensurate with our service demand. 

Continue providing value for free online platforms like LinkedIn, websites and Business magazines in order to help other people, whilst concurrently demonstrating our team’s knowledge base.