This is my final article of my four part series on Business Suicide Mindsets to Avoid in 2009.

Although I this one is last, it can be just as damaging for a business as the other three I have already covered.

I call this Business Suicide Mentality #4: The “I Don’t Have Too; I Don’t Want Too, I Will Not Change!” Mindset.

Yep, Change…it’s a word we all know yet often we find we are naturally opposed to the meaning of this word.  We find change is disruptive and unsettling, so we resist it.

The dictionary defines change as…

Change

to make the form, nature, content, future course, etc., of (something) different from what it is or from what it would be if left alone: to change one’s name; to change one’s opinion; to change the course of history.

to transform or convert

to transfer from one (conveyance) to another:

When it comes to business, resisting change can be a deadly mindset, especially in today’s economy! I can pinpoint some of my worst business decisions and business problems from not embracing or anticipating change in my business.

Here’s something interesting I have observed in the past few years as a digital strategy business consultant and coach. I am realizing many businesses are not really interested in understanding the great change which is occurring in the marketplace today.  Rather, they are more interested in maintaining status quo or using what I call the ‘band-aid’ approach. Read Seth Godin’s book Meatball Sundae: Is Your Marketing out of Sync?

The band-aid approach boils down to businesses taking a “patch-it-up” approach rather than a ‘reinvent it’ approach to their business operations. This process usually involves incorporating a few things which make them appear they are with it, or they are cutting edge (whatever that means) such as a website, some new customer service technology, a Facebook presence, etc. but in reality, they are still the same old company using the same old model, same old mindsets, and same old same old…just still the same.

I find this happening among entrepreneurs and with large businesses as well. Anyone locked into the old way of doing things, the old way of looking at things, and resisting the change necessary to be relevant to today’s market…will find using a band-aid approaches will not work for very long and often will backfire.

Here’s my observation and strong belief on what’s going on with the marketplace. The world has changed. I mean it just up and changed…fast! Therefore business has changed, marketing has changed, the customer has changed so it makes sense…your business has to change if you want to be profitable and stay the course. Yet, in all my years in working with businesses of all sizes have I seen such a resistance to change and yes, even a fear to embrace this changing economy we are experiencing every day.

As I have said before, 21^st century businesses are going to be those who are of a different cut, a different DNA. It does not matter what kind of business you have, from the local cleaners to a top line retailer, you are being forced to change in many ways you have not had to deal with in the past.

Some will have to create and redefine new business models for themselves. Some will have to hire completely outside of their industries and set aside their old hiring model standards (like requiring degrees) to get the kind of talent that can help transform their business. Some will have to invest in professionals and experts that can help them get re-educated and reposition their businesses. Some will have to invest in research and statistics to re-chart their course. Some will have to seek out strategic alliances in marketing, services, events, etc. to add value for their customers. All will have to fall in love with their customers, vendors, suppliers, etc. again. Sadly, some will have to just close the doors.

Change.

It is happening, and has happened already!

We can’t control it or stop it. The best we can do is to embrace it. Even better though, is to anticipate it.  To not give this serious thought and consideration is sealing your doom as a business. You simply will not be around if you don’t understand what is really going on in the marketplace today and embrace it and in some cases radically change to transform yourself into a New Era business.

As a business coach and consultant whose specialty is in digital marketing strategy and positioning, I believe many businesses can get a jump start on coming up to speed on all this by connecting and securing the services of the right professionals who offer services to help guide you and coach you.

A word of caution on this though, everybody says they are a social media or internet marketing expert these days. I saw this happen in the web development industry. We have had a web development company for 13 years now and have accumulated lots of experience and skills sets under our belt to in fact claim we are experts in this field. But more and more we begin to see everyone and his High School son was a web designer and this industry became saturated. Of course, most businesses don’t really know how to select a web development professional that will really give them an online business solution. So they look at price and the ‘shiny’ stuff to make that determination in most cases when in fact there is so much more that is vital to web success that most designers or developers don’t know how to deliver like…the marketing strategy defined and built-in to the website, marketing metrics to determine if what you are doing is working, a clear understanding on how to emotionally connect with the user so they will take desired actions, and on and on. Don’t get me started:)

My point is, no…not everyone who says they are a marketer, coach, consultant, guru, etc. are. If you want to really excel in making changes to reposition your business and are looking for outside help (which you should) I suggest you focus on three key areas for assistance. The first is strategy, the second is emotion, and lastly is creativity. These three elements are in my opinion the driving forces of business transformation. They are the jump off points to rethink your business and determine your new roadmap for change.

P.S. The most fearful and resistant business types I have come across regarding the drastic changes occurring in this crazy, evolving, marketplace are small business owners. Especially the baby boomer crowd (OUCH). It’s true though. And sadly, they are the major holders of small business ownership in the U.S. I’m not trying to make this a generational thing as I (and I say this with pride) am a baby boomer as well. But I fear this group has the most at stake here but offers the most resistance. I’m sure I will get some comments on this and I really welcome them!

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