Build your business backwards.

As we work to turn LexThink into a sustainable business enterprise, I’ve been thinking a lot about the lessons that came from our first event.  One of the best discussions centered around the idea that to build your perfect firm, you must first identify your perfect client.  Sean D’Souza must have been a fly on the wall in that conversation, because he hits the nail on the head with this post, which I’m liberally excerpting below:

Which way, you ask?  Why not reach out into the mind of someone you know. What is that person's name? What do they do in their business? What problem do they have? Can you ask them what problem they have? Can you narrow down what's stopping their profit? What would take that person (whoever that person is) to the next level?

Think of a fictional Natalie. Or a fictional Bruce.  What is he doing right now? What is she frustrated with? Where does he want his business to go? Why is she unable to take weekends off? All of these issues are gaps.

Find out where you can fix the gaps. Bruce and Natalie have loads of issues. And you can be a specialist in fixing just a few of those issues. What can you fix?

Think backwards. Start with a target audience. Think about them, sitting at their desk at 7pm on Saturday night. What would change their life? How can you change their life?

You're a specialist. What do you do best?  Think intently. What we have here is more than just an audio logo or a communication issue. What we need to have is a deep understanding. When we think in specifics, the specifics reveal themselves.