Growth comes when we are uncomfortable. This can be personally and professionally, and sometimes both synonymously. It’s only when we step outside of our comfort zone that we are able to see things from another perspective. It has a way of producing “ah-ha” moments.

Professionally, I can’t tell you the number of companies I have worked with that have been functioning the same way for years, and quite possibly for decades. Not only is this just boring, but it doesn’t appeal to their evolving and growing audience. I get it, change is uncomfortable, but it’s so necessary for your business to grow. So let’s look at some ways embracing this discomfort could benefit your business and ultimately your customers. 

Perform Better with Existing Customers

Depending on how established your business is, there is likely a big difference between what your customers that just started working with you (or buying from you) need and what the customers that have been working with you for 20 years need. It’s important to make sure you have adapted your business strategy to cater to the goals and pain points of your long-standing customers vs. your strategy for attracting new customers that likely have vastly different needs. 

Appeal to New Customers

As mentioned above one of the most important (and necessary) benefits of stepping out of your comfort zone is to appeal to new customers. The messaging and strategies you used to attract new customers/clients 30 years ago are simply not going to work the same way today. We are not living or functioning in the same world that we were 30 years ago, and business doesn’t operate the same way, either. People have different needs! 

I once worked with a client in the non-profit sector that had a very long and established presence in the community and were very concerned about how changing their messaging and strategy could impact their established donor base. It’s a legitimate concern, however, as is the case with many non-profits, their established donor base was elderly, or getting close to it. Without sounding brash, their existing donor base was dying, but they weren’t doing anything to appeal to different audiences that could sustain their growth because they didn’t want to rattle their existing customer base. This is how businesses with a long track record of success can lose traction, you have to be able to balance your strategy to maintain your existing base while also appealing to new audiences. 

Have Some Fun

Just give it a shot, you might actually have some fun doing it! You’ll also likely learn a lot about your business that you didn’t know or hadn’t considered. Taking chances with your business is scary, I get it, but that’s why you have to take calculated risks. Don’t make a change that could all-out tank your business. Make small adjustments. For example, if you’ve been sustaining your business on reputation and word of mouth (first off, good for you!), maybe add a digital element to your marketing strategy and see what happens. Maybe you switch up your tone/voice in your messaging or update your branding. 

Don’t be afraid to take some chances with your business strategy and marketing efforts. You, as the business owner or leader, are going to notice WAY more than most of your customers will. They are not paying nearly as much attention to your business as you are (other than a few outliers that will notice everything you do). Making these changes and adjustments and then learning from them to perfect them is what will equip your business to be more adaptable. Change gets a lot less scary when you’re used to it. 

If you’d like to chat about how your company could take some calculated risks or to dive into understanding your customer and their needs, I’d love to meet up for coffee. Honestly, I’d love to meet up for coffee even if you don’t want to talk about those things. Reach out, rumor has it I’m kind of fun. Or if you’re still too shy to reach out directly, you can always follow me on Facebook or LinkedIn or subscribe to my newsletter in the footer.