What do businesses think of Yelp? -- I called Yelp and they told me to F#ck off!

Hey! Thank you for stopping by. 

I hope you enjoy this post, I'm an international business coach. I have coached for non profits, startup companies, executive professionals, world known CEOs and operational management teams across the world starting in Arizona and all the way to Brisbane Australia, Argentina, London, Indonesia, and Canada. I have a and Undergrad & Masters in Business Administration. I have launched my own companies - some have failed some have grown beautifully. My wife is a local business professional and entrepreneur.  I mention this because as you read, I want you to not think about me as a complainer or pissed consumer. Even though I am bothered. 

Money For Lies:

"There's been some horrible companies in America. Companies who have literally poisoned consumers, companies who evade all taxation etc... But, by a large margin, the most evil is Yelp." 

Extorsion and Bogus Filter:

"They solicit you to pay a monthly charge with the promise you can control any negative reviews,thats wrong,then the so called filters filter out legit and positive reviews."

Brandon L: Oh sure, they'll take these "reviews" down. But actual/provable fake reviews, competitor reviews, purchased reviews, those get to stay?

Paul N: Here's a review for you: Yelp sucks

Modern Internet Gangsters:

"Our business recently received several positive reviews from legitimate existing live people - our customers. We were very pleased to see these reviews posted to Yelp. However, to our surprise, within 24-hours all of these positive, recommended reviews were moved by Yelp into the non-recommended category." 

This are only 5 of the millions of complaints about Yelp. There are so many Yelp complaints from business owners that the government has tried to intervene. Unfortunately the way Yelp's business model is set up forces the FTC to not being able to follow suit on Yelp's manipulation of the business side platform that searching consumers get to see.

Before you continue consider this: 

Elon Musk and his partners including, Jeremy Stoppelman, sold PayPal back in early 2000's. Elon Musk (a folk hero now) used all of this personal wealth created from this to finance research of innovative and disruptive technology for self driving, electric, fully smart vehicles and also founded an innovative solar company and financed the startup of a space exploration company known as SpaceX - now competing so greatly with NASA, Boeing and other established companies that NASA has almost given up in building their own engines and shuttles and just hire SpaceX. You know about Tesla and Solar City. Think about that. Now consider that Jeremy, invested all his wealth into launching Yelp. But not in the technology, programming is expensive but not billions of dollars expensive. Jeremy and his investors put all their money into the marketing of what Yelp was to be. ALL INTO MARKETING - MAKING THE AVERAGE CONSUMER (YOU) THINK THAT YELP IS A GOOD HEAVENLY SENT SERVICE THAT IS ALL COMMUNITY DRIVEN. Think about that..that kind of marketing power playing with your head and priming you to think a certain way. 

But what do I mean Yelp's Business Model? 

Well, Yelp is not in the Review business - as much as you might think so. Yelp is in the Search Marketing business. Think Google but with less transparency and not only the front search results being sold but also what is inside the pages once you click on the links. Yelp is in the business of selling their marketing investment - they have convinced so many searching consumers into their platform that it forces businesses to be there as well. But once you are there they extort you for everything that you see. Yelp manipulates everything on the business' side. FTC said because Yelp is a business whose model is focused on serving the searchers they can do whatever they want with businesses. Is it legal? Yes. Is it unethical? Yes. 

Yelp lobbied and won,Yelp Says FTC Won’t Act on Complaints About Its Reviews

"Yelp said the FTC had examined the software it uses to manage consumer reviews on its site and how Yelp ensures that salespeople can’t manipulate reviews"

This last part in red is key. They twist their offering ideas so they don't get in trouble. The complaint is not about consumers. The complaints are about who much they screw businesses over money, how they have ran down families and their investments into their businesses by manipulating what reviews show, how many competitors they show in your business page, etc. Yelp says it manages the site for the benefit of consumers and not small business owners. It has prevailed over businesses in prior complaints.

My wife has a business of her own as well. She just recently started a page in Yelp. We have nothing but satisfied customers. One of the reviews a gentlemen left in her Yelp page was put in the not recommended. I called Yelp for her and ask to remove the review from the "unrecommended" section and they told me to forget about it that in Yelp's mind they make no mistake and that even though the review was legitimate, they can track the IP for the computer, they don't focus on the business side because it just doesn't really matter to them. What matters is that the consumer comes to them by any means. So as it might be fair to Yelp and the consumer sees no difference the businesses are getting screwed over left and right by Yelp every single hour of every single day.

The problem? When the searchers sees a new business with 5 reviews and 3 or even 1 of them is shown as unrecommended, they will most likely think something like "Oh, this business is new because they have little reviews..oh and look! Looks like Yelp caught them with shady reviews or reviewing themselves! - Yeah, I think I'll skip this business..."

Honest Maids, my wife's business have received comments from people that do a Google search and search various links amongst them, Yelp, and tell us that if it had been only on what they see on Yelp, they would have not called us. 

Yelp is not in business for the businesses. 

Here are my thoughts on all this. 
Instead of showing Unrecommended Reviews that consumers can see, Yelp should completely hide them just like other items in the business' dashboard. Keep the ranking effect but hide the review to avoid confusion, which is done to intimidate businesses to pay for 'marketing'. Which in their mind marketing is paying for what you would think is basic features of being on the page..like not having competitors on your own business page, or being able to add pictures for free in the order you want... If they hid the "good but somehow bad reviews" consumers wouldn't think bad about a business for no reason. 

Notice I am not talking about the legitimate fake or complaint reviews..I'm talking solely about the reviews that are generic, good, praising type reviews that get move to the unrecommended section. 

Consumers should know that when a business has ZERO reviews, that can actually be a good thing. You see consumers don't typically go to review sites when they are satisfied. They pay and expect to be satisfied... But when a consumer gets ripped off or is some how unpleased, they will immediately show their complaints and thoughts to the world. So ZERO reviews is a good thing. Yelp should at least help business a little with some educational tips through the reviewers' pages. After all even they say they are not in the business for businesses, by definition they are because they make their money from these businesses. They do it through extortion but since they are within legal limits, by proxy their clients are businesses not reviewers. 

http://blogs.wsj.com/digits/2015/01/06/yelp-says-ftc-wont-act-on-complaints-about-its-reviews/

http://yelp.pissedconsumer.com/
here are some common google searches:  what do businesses think of yelp
Yelp facts business owners should know (but most don't)
what do businesses think about yelp? 
yelp suck

Basic Tips For Your New Business Website

Many business owners and entrepreneurs get into business by following their passions; they start making money doing what they love but are not natural sales people and much less marketers. Is this basic principle that prevents many would be successful business owners from actually achieving success. You see marketing is not something that is optional or that should be left for a typical high school student with some social media experience or anyone else with little to no experience. No, marketing is a management level effort that combines various tools and methodologies in a way that enable brand exposure, service acknowledgment and brings people together around a common interest, over time this effort will build a brand. A website is one of the most basic tools you need to begin crafting a sustainable brand for yourself.  Below is a video clip, showing you basic ideas and tips on what to look for when you are getting your first website built.

A Website Is Not Marketing.

Every business needs a website, and not every website is created equal. This is important because you might be tempted to getting your website done by someone over seas or with a do it yourself subscription like WIX or WEEBLY or even GoDaddy.  When you build a website yourself, you will definitely lack structure, editing capabilities that will allow you to make improvements on your search engine optimization efforts from within your website, you might also be limited on your tracking for improvements later on as your business grows. 

Watch this video, I hope it provides you with basic knowledge for when you get your next website done. 

https://youtu.be/9Xdp5RMhSZc

Also, PSST. We're having a sale!! Get A Free website ONLY AT WWW.UNTHINK.ME

Have You Heard Of Bergen's Best Kept Secret?

Bergen's namesake origin may be up for debate and whether you think the name came from a person or a Norwegian city the one thing that you cannot argue is the pride that comes from some of New Jersey's residents and their businesses when they own one. Layne Maid Service has been in this county for almost 12 years, and although Vania and her business don't get the attention they deserve amongst her clients, she is a rock star! New Jersey's own Layne Maid Service is a full service residential maid and commercial janitorial cleaning company that provides quality above everything else with the highest certification any cleaning company can provide - more certification and dedication that most franchise companies, if we say so ourselves. 

Sometimes the beauty and secret isn't in anything that has to do with us but simple common sights like a beautiful cat enjoying his day.

There's companies in other states, like one of our favorite companies in Cave Creek Arizona who provides termite extermination services to its residents, About Time Pest & Weed, or Evolve Credit Union in El Paso, but Layne Maids is a five star out of 5. Why is it a best kept secret? 

Vania, is the epitome of entrepreneurship and risk taker. More than 12 years ago Vania left the safety of her hometown in Brazil to take on an adventure and risk for a better life for herself and her family. Fast forwards 12 years and a lot of sleepless nights and sacrifice to this day and you will see a strong willed, positive woman who will do anything for her fellow neighbors and all of New Jersey's residents. She aims for perfection landing at constant innovation and improved services. New Jersey's best company isn't a technology startup or a healthcare campus, but a humble cleaning company that is proud to be have launched in this state and proud to be doing what they are doing because it has offered the many opportunities to serve many celebrities and government officials while cleaning and ensuring restaurants and schools are as pristine as possible for everyone of us to enjoy and take the spaces around us for granted.

Here's a bit of what you can find in their website

Layne Maid Services offer practical and effective solutions with quality and reliability that only our company can offer. We develop out method of work based on the needs of our clients, we serve demanding standards of quality and we provide the best solutions for cleaning.

• Nightly / Day Cleaning Staff You Can Trust
• Affordable Cleaning Schedules For Any Size Business
• Eco-Friendly Cleaning Products Option

Experienced, Professional Cleaning For Businesses Of All Sizes

 

Your offices are part of your business image and often give clients a lasting impression. A clean and attractive office can reflect positively on your company, but you probably don’t have the time to clean your office properly. Layne Maid Service can do the cleaning for you, letting you focus on running your business. 

Commercial cleaning is our specialty. Every one of our employees is experienced at commercial cleaning and office cleaning at all levels, ensuring that your offices will be thoroughly cleaned to your satisfaction every time. We also offer janitorial services and building maintenance, giving your company the convenience of one-stop contracting for all your commercial cleaning and maintenance needs.

Commercial Cleaning

We are proud to offer competitive pricing on all short- and long-term cleaning and janitorial contracts for commercial locations.

•   Office Cleaning

•   Medical Offices

•   Education

•   Churches

•   Automotive

•   Fitness Centers

Green Cleaning

Layne Maid Service Team uses commercial strength, family safe green cleaning products. Employees, guests as well as babies at home benefit from green natural cleaning products because we help minimize allergens and other contaminants in the air and daily contact surfaces. Green Cleaning focuses on cleaning for health as well as minimizing the impact of janitorial service on the environment. Call us today for a free quote 201-877-3888

How Can Lead Generation Help My Business

What is Lead Generation?

Lead generation describes the marketing process of stimulating and capturing interest in a product or service for the purpose of developing sales pipeline.

Lead generation often uses digital channels, and has been undergoing substantial changes in recent years from the rise of new online and social techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new techniques to develop and qualify potential leads before passing them to sales.

Why is Lead Generation Important?

The buying process has changed, and marketers need to find new ways to reach buyers and get heard through the noise. Instead of finding customers with mass advertising and email blasts, marketers must now focus on being found and learn to build continuous relationships with buyers.

The Basics of Lead Generation

Let’s begin by with the definition of a lead. What does a lead mean to your company? Many companies have different definitions depending on their sales cycle, but standard definition is a qualified potential buyer who shows some level of interest in purchasing your product or solution. For the leads that fill out a form, they often do so in exchange for some relevant content or a compelling offer.

You can break lead generation up into two main categories: inbound and outbound. And as discussed above, you need to make sure that you keep in mind your nurture and customer retention marketing strategies as part of a holistic strategy.

Inbound Marketing

At Unthink, our definition of inbound marketing is “the process of helping potential customers find your company—often before they are even looking to make a purchase—and then turning that early awareness into brand preference, and ultimately, into leads and revenue.” 

Gone are the days that a marketer only relied on outbound techniques like trade shows, cold calling, and advertisements to get leads. Today’s buyer is in control. According to Forrester, buyers seek out three pieces of content about a vendor for every one piece sent by a marketer, and for every one piece sent by sales.  Because of buyer self-education, your job as a marketer is to be heard through the noise and come up with new ways for leads to find you. To be a marketer in today’s world, you need a solid grasp of inbound in order to truly amplify your lead generation impact.

How do you do that? You need to create interest by offering a relevant mix of informative and entertaining content that builds a meaningful relationship with your audience. And you have to make sure that you are distributing your content through all the right channels – where your buyer spends time. This section goes into a bit more detail on some of the common tactics for inbound lead generation.

Content and SEO

Your content is the foundation of your inbound marketing efforts. According to Content Marketing Institute, content marketing is “a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience—with the objective of driving profitable customer action”. Think of content as the fuel to all of your marketing campaigns from email to social. Create content that is impactful to your audience and drives sharing. Through creating high quality content, you can begin to gain your buyer’s trust and start breaking through the noise.

Because search engines equate high-quality content with a high-quality website, creating content with value is very important. Conduct a content audit to see how many of your assets fall into the thought leadership vs. promotional category. That means making sure that your thought leadership content has substance to it. Lots of companies are jumping on the content bandwagon, so do it right: focus on quality over quantity, and on providing useful – not promotional – information.

Once you have a good mix of high-value content, including visual content, start promoting it on social channels. The more engagement you get, the more Google considers your content to be of high value, which in turn boosts your SEO rankings. Search engines look for natural links, so the more informative your content is, the more likely people will link to it naturally.

Get A Custom Wordpress Website Built For You By Unthink Digital Marketing

Website

Your website is where the magic happens. This is the place where your audience needs to convert. Whether it is encouraging prospective buyers to sign up for your newsletter or fill out a form for a demo, the key is to optimize your website for converting browsers into actual leads.  Pay attention to forms, Calls-to-Action (CTA), layout, design, and content.

Blog

Your blog is a fantastic place to create trust with your buyers. Readers can stumble upon your blog from all over the web, so you want to make sure it is search-engine optimized. Remember that someone reading the blog may not want to immediately sign up for a demo, so highlight the Calls-to-Action that ask your reader to subscribe to the blog or to follow you on social channels. A well laid out blog will keep your readers interested, coming back for more, and hopefully curious enough to start looking at the rest of your site. Keep your readership up and position your blog as a gateway to conversion.

Social Media

The increasing popularity of social channels has directly attributed to information abundance. Through social networks, buyers have been able to research and learn about products and services through influencers and peers.  Additionally, a profound shift has taken place within social media channels. Although social is still important for branding and generating buzz, lead generation is becoming more and more important. By tapping into all the social media channels, from Facebook and Twitter to LinkedIn and Google+, you can be where your customers are and create that trust.

Outbound Marketing

While inbound marketing is getting a lot of buzz, a well-rounded marketing mix should include both inbound and outbound marketing strategies. Inbound works for broad lead generation activities, but outbound is good to amplify your inbound efforts, and target specific opportunities. So what exactly is outbound marketing? It’s using outbound channels to introduce your message and content to your prospects, typically through rented attention, rather than making your content and messages available on your own properties.

In many cases, outbound techniques can get someone to think about you even if they haven’t thought about you yet, since many of the methods you use should have more of a “wow” factor to make your company stand out. Outbound communication is often highly targeted, with a call-to-action that is very obvious. As a result, good outbound marketing can push someone through the funnel at a faster rate, assuming they are closer to being ready to buy.  Inbound alone often does not drive someone to buy. Outbound gives them that extra nudge they need to drive a lead down the funnel.

Combining outbound and inbound can multiply the number of views you generate, dramatically increase sharing, and ultimately increase the number of potential customers who see your content. While your mix may differ from ours, we find that the following outbound tactics work best.

Email Marketing

Email is a cornerstone and key component of every marketing campaign. Whether you are hosting an event, sending out a new piece of content, promoting a new service offering, or staying in touch with customers, email should be one of your main forms of communication. According to MarketingSherpa, the most used lead generation tactic is email marketing, with 81% of respondents citing it as the most effective channel. By putting your content in front of prospects, you can find people who might not be looking for you.

Display Ads

Display ads are typically highly targeted to different demographic or behavioral actions. You can select where you want the ads to be seen by choosing an online publication that you feel is a place where your leads spend time, or you can also leverage re-targeter ads that can cookie a lead that views your site. With re-targeter ads, once a person gets cookied, your ads appear on other sites that he or she visits afterwards. Through online ads you can reach more of your target audience, educate potential prospects, and drive leads. Display ads also serve a purpose at every stage in the funnel—building brand and audience at Top of Funnel, educating and helping evaluation at Mid-Funnel, and increasing conversions at Bottom of Funnel.  

Pay-per-Click Ads

With Pay-per-Click (PPC ) ads you pay for each click on your ad which is displayed on a search engine such as Google, Yahoo, or Bing, or on a website. For PPC on search engines, your ads show up as sponsored results on the top and side of the organic search terms. PPC ads are a terrific way to draw attention to your latest content or service offerings. They are also highly targeted so they can generate very high quality leads.  Advertisers bid on keyword phrases relevant to their target markets and your ads will display when a keyword query matches your chosen keyword list.

Content Syndication

Because prospective buyers won’t always end up at your website as they start their purchase journey, it’s important that you establish a presence where they may show up. A great way to deliver high-value content to the correct prospects is through content syndication – a content sharing strategy that can be used to promote your white papers, articles, news releases, etc. on other websites for greater reach and engagement. Through content syndication, your content appears on third-party sites and newsletters. And because most content syndicators deliver leads directly to your inbox, it’s a great way to keep leads coming in the door.

Direct Mail

You may think direct mail is a thing of the past. But it’s still effective for targeted communications. Consider a content asset developed for high-level executives. Executives don’t usually browse the web for information. And it can be hard to get through to them via email. That means they may not come across the content you’ve developed with them in mind. This is where direct mail can prove powerful. You could send a direct mail piece to this audience to make them aware of your new, targeted content asset.  Direct mail also gives you a chance to grab the attention of a hot prospect by being creative and interesting with your message and presentation.

Events

Whether you are hosting a small private function, a large-scale international trade show, or an executive-level webinar, event marketing needs to be an integral part of the lead generation mix. After all, events are a critical component of an outbound marketing strategy. Essentially, events offer you the chance to define your brand, clarify the solutions you provide, and establish personal connections with participants. And while they provide you with an invaluable opportunity to engage with prospects and customers, events also give attendees the chance to interact with each other. As every marketer knows, there is no better advertising than the direct words of a satisfied customer. Events also provide a venue to deliver speeches and content that convey your company’s thought leadership and raise your perception in the eyes of buyers.  Compared to other marketing tactics, events are more likely to quickly turn a prospect into a strong lead. As a lively, interactive, educational forum, events position your business as a trusted leader in a field of many.

Sales Development Reps

Sales Development reps (SDRs), also often called Inside Sales or Lead Qualification reps, are focused on one thing: reviewing, contacting, and qualifying marketing-generated leads and delivering them to Sales Account Executives. Simply put, SDR teams pass the baton from Marketing to Sales. Why do it this way? Because you want to make sure every single lead Marketing passes to your Sales team is as qualified as possible. Your SDRs should take the time to help each and every lead, offer them value, make a positive impression, create future demand, and become a trusted advisor. This step is critical in the lead generation process because you don’t want to treat your leads as blank faces to be simply questioned, qualified, and harvested.

Middle of the Funnel (MOFU)

The self-directed buyer’s shields are up, and they are ignoring your messages. Developing a relationship to cut through the noise is critical.  Not all leads that go to sales are ready to buy, so you have to make sure that you have in place a solid lead nurturing strategy to continue to build awareness and affinity for your brand while your prospect is self-educating. Through paying attention to your MOFU efforts through tactics such as lead nurturing, you can continue to have a relevant conversation with prospects long after your lead generation efforts.

Lead nurturing also increases lead to opportunity conversion rate, drives more revenue, and shortens the sales cycle. It is about finding the right buyers at the right time. Lead generation brings buyers into the funnel, but lead nurturing and scoring sends them to sales so that your sales team can close the deal at the right time. In fact, according to MarketingSherpa’s Lead Generation benchmark report, companies who leverage lead nurturing see a 45% lift in lead generation over those companies who do not use lead nurturing.

What kind of business should I start?

I Iike brainstorming and coming up 

With ideas and working with slogans and logo ideas what time of business should I start? I was thinking about consulting but please advise.

That's the question I received this morning. Here is my answer to this young NEW entrepreneur.

Many new self-employed or entrepreneurs face this dilemma. You know you're good, but you feel like your skillsets are too diverse to box in and you obviously want to do something productive that generates steady income thus you're unsure as to what path to follow. If this goes un-addressed for too long you'll see years pass by w/no fruitful effort.  

First, try coupling your skillsets to a certain industry such as marketing, pr, sales, technology, etc. Are you capable of creating the logos or imagery you propose to someone? 
Second, based on whether you can deliver and the industry that best suits you - understand your would be role in the current eco-system. For example I would place your interest into marketing but you see, a logo does not make a brand, a slogan requires clever pitching to be accepted at once, and clever repetition to the audience for it to stick and become a slogan or part of the brand. Why would a company go to a consultant who cannot deliver campaigns but only create words on microsoft or sketch a logo but not create it? Even a graphic artist must go through dozens of variations of the same 'finished' logo before one gets accepted and thats because a miniscule detail makes a huge difference to a client. So a sketch is close to delivering nothing.
Consulting can be a good gig, but you must understand what consulting is - is not just speaking, unless you're amazing public speaker and jargonist. No, sustainable consulting delivers a product in the form of research, theories, thesis, manages others implementing the effort, works side by side the teams they are hired by. So this means that even for logo and branding consulting you must be perceived as an expert in your field, have experts who like you as a human and respect you as a professional. Specially if you want to simply create verbal content and not tangible brand assets.

With that said, on the other hand, let's say that you are able to deliver tangible assets to a company client. Good for you, now lets understand your role in the current eco-system as follows: 
You are either a disruptor, traditionalist, softserver, specialist, connector or a soloist. Now, is important that you don't get played by your ego - none of these is above another and even through the distruptor classisification might be of your liking it doesn't mean that you are - you, to me, sound like would fit under the soloist. A distruptor is someone with ton of experiences and abilities to bring all others together under one roof service and deliver a hybrid company - I have done that with Unthink, a hybrid marketing agency that caters to small and new business owners who need high budget services on monthly payments and have gathered expert professionals to work under my model and not traditional lump sum plans for traditional and digital marketing and advertising. 
A traditionalist are becoming irrelevant and depend heavily on relations and past authorities in a field. For newcomers this is obviously out of the question and a dying competitive strategy.

Consultants Are Expected To Deliver Tangible Work Somehow

Specialists, you could be here, focus heavily and depend on NICHE markets only. These individuals can charge a premium because they offer a single solution to any client and deliver it well because they understand it backwards and inside out. These people are constantly improving, reading, learning and networking and have a pitch crafted down to the T. They depend heavily on connections obviously and patience for their connections to need their services.
Connectors, are networkers, not doers. - you could be here too. They make the connections and hire or subcontract others who can serve. 

Soloists are common - these are web devs, programmers, graphic artists, solo-business owners - who have modest growth goals, low cost of living and thus can comfortably build connections and offer a small variety of services which once sold they create and deliver themselves. (if you know graphic design you would be here) These people are not looking to build an agency right off the bat or at all, instead just make a good living doing something they love either as main provider or as a contractor or sub-contractor to clients directly or other companies.

My name is Humberto Valle, I am the Co-Founder and CEO of a Hybrid Agency called Unthink.me, we are located in El Paso Texas and have clients from around the world. Some of our most recent small clients are About Time Pest & Weed Termite Control in Scottsdale, Arizona, Layne Maids Service in New Jersey, and brand new launched Real Estate Marketing Agency In Austin Texas.

Why Your Last Strategy Failed

In working with companies that operate in various industries and markets it has become obvious that often times the main and only reason a strategic effort fails is not because the strategy was the wrong one or because it was executed wrong. 

The common mistake that the company's leaders encounter (aside from having a 'fake strategy') is that the strategic plan is too broad! too complex and non-specific. Your strategy should never be better than the people executing it! 

Understand that a strategy is merely a set of targeted objectives aligned with your corporate vision that clearly and very very simply lays out the steps to take to achieve certain objectives. A good strategy also has some contingencies because plans are never fully executed as written or circumstances aren't always ideal - a strategy should have adjustments in the plan. 

There are other mistakes managers make, such as assuming that the strategy is bad when is actually execution, or vice versa but that's a topic for another time. Here are my rules for keeping a strategy simple and thus improve its execution (assuming all others factors are good and in place): 

• Keep it simple - Strategy shouldn't be complex or abstract. Clearly lay out a course of action to where the most bottom employees would be able to understand it.

• Debate assumptions, not forecasts. Strategy is about trade offs, make sure that they are done right.

• Speak a common language. Dialogues between all parties needs to be simple and easily understood by all. No jargon and no fluff. 

• Continuously monitor the strategy's performance (ROI) and its execution. Strategy is often a trial and error towards a particular goal not a set in stone approach that doesn't deviate from written agreed plan.

My name is Humberto Valle, if you enjoyed this and found it valuable follow me here on LinkedIn. As consultant I can evaluate your business model, find operational gaps, improve your marketing strategies. My fees are flat and not by the hour which saves companies an average of 53% from other strategists and my efforts are preemptive which improve ROIs long term.