Keeping Your Business on Track: Strategy, Content and Implementation

No two businesses are alike. Each enterprise has its own unique path of opportunity, challenge and reward ahead. The metaphor of a journey is particularly apt for entrepreneurs and internet businesses determined to survive and thrive today.

The route to success requires that you be constantly mindful of where you want to go and what you need to do to get there. In this post, we will focus on three basics of business to help keep you on track and to inspire you to enjoy the journey.


Before starting any journey, it’s important to know where you’re going and what lies ahead. A good map and direction from others who have traveled similar terrain can help set you in the right direction. The same holds true in business: set your direction by establishing a strategy.

Research and gather as much qualified advice as you can on the fundamentals of accounting, marketing, and advertising specific to your industry. Establish the milestones you will need to achieve along the way to meet your end goals. For each part of your journey, you need to consider the best route to get there.  As in any journey, you will need to make choices and tradeoffs in time and costs. For instance, you require knowledge in an area that an independent consultant can help with — at cost — to help you quickly surpass a competitor. You could also opt to save money by doing your own research, however the added time to get up to speed could put you well behind the competition. You will need to decide what makes the most strategic sense.


Content is the core concept of your business stripped of all distractions. It’s the central idea that fuels your business. To clearly identify your content, you need to know your purpose and benefit.

For instance, you are a new online footwear company. Your authentic concept is the sole of your shoe which provides a better design for healthy body alignment. To focus and strengthen your business concept, you establish a strong online brand presence and difference as “the footwear company good for body and sole.” You donate shoes each year to global and community events and develop online and social activities and challenges to engage your customers, employees and stakeholders to be active and do good. These are some of the things you can do to ensure that content drives the success of your business.

In The Copy Book: How 32 of the Greatest Writers Write Their Advertising, Steve Hayden provides this pointer for advertisers: “Make the truth as interesting as it can be.” By figuring out what your business’ real-world advantages are, once it comes to developing advertising, it’s easier to get at the truth that should be at the core of your message. That said, your core content should be compelling and make sense on its own.


Even before the journey begins, it’s natural to have expectations of how it will be although the only way to find out is to experience it firsthand. There are things that will be important to watch out for:

Look for road signs: When you set out on your journey, it’s important to keep track of where you are. You need to look for signs that you are nearing your destination.

Don’t run out of gas: Be mindful of the inputs that keep your business running such as revenue credit, or equipment. Whatever the important input is, make sure you don’t run out of it at a critical moment.

Plan for emergencies: It’s not unusual to experience roadblocks on any journey, and businesses will encounter unexpected setbacks. Make sure you’re prepared for added expenses, suppliers falling through, employees quitting, and other contingency.

Business is a journey and it’s important to pay attention to strategy, content, and implementation from the beginning onwards, but also to continue to revise each one. For instance, your experience gained from implementation can often lead to changes in your strategy. Your journey may take you many unexpected places, and it’s always advisable to look at your situation and be able to change course.

Paying attention to strategy, content, and implementation will help you get to your destination safe and sound.

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