Do You Have a Dream?

Sometimes we focus so hard on the act of planning that we forget that the ultimate goal of planning is to know what we want to achieve.

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I saw this quote this morning:

“We’ve got to have a dream if we are going to make a dream come true.”                               ~Denis Waitley

And I was reminded, again, of the importance of planning. Sometimes we focus so hard on the act of planning that we forget that the ultimate goal of planning is to know what we want to achieve.

  • Do you know which potential customers are on your wishlist?
  • Do you know what types of customers you want to attract?
planning, five forces, eight factors, swot, strategic marketing planning
photo credit: marioanima

If you’re just hoping for business to walk through the door, you’re probably missing out receiving the business you really want. We’ve always made it a priority to have a wishlist of clients. And while we enjoy working all our clients, there have been a handful that we’ve been actively recruiting. Not that long ago, I was sitting with a friend who asked me what kind of clients we were currently looking for and I had to admit, I was at a loss. See, we’d successfully gotten or were in the process of signing every client on our wishlist. A coincidence? Nope, we’d worked hard on making our dream-client list a reality.

However, I realized in that moment that we had forgotten to dream again and develop a new client wishlist. Where you want your business to grow is always, always, a moving target. You’ll never get there — and if you do, you’d better design new goals in a hurry or your business will stagnate. Businesses (and humans) do best when they are challenged, when they are reaching for the next big thing.

So, in this planning season, I’m heading back to the drawing board to identify a new dream-client list for 2012. I will probably do the compulsory SWAT, Eight Factors, and Five Forces while I’m at it, so that our business is positioned to succeed in 2012. How about you? Will you join me?

Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

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