“There was a big group of people who were able to fare very well during this time and it was those who took action.” As CEO of Consulting Success, Michael Zipursky has worked with hundreds of clients across industries on overcoming the chaos and uncertainty this past year has presented. We discussed how brands can plan, pivot, and take action this week on the On Brand podcast.
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About Michael Zipursky
Michael Zipursky is the CEO of Consulting Success® and Coach to Consultants. He has advised organizations like Financial Times, Dow Jones, RBC, and helped Panasonic launch new products into global markets, but more importantly, he’s helped over 500 consultants from around the world in over 75 industries add 6 and 7 figures to their annual revenues. Over 35,000 consultants read his weekly consulting newsletter. Michael is also the author of the Amazon Best Sellers ACT NOW: How successful consultants thrive during chaos and uncertainty, The Elite Consulting Mind and Consulting Success®, the book.
How do you prepare for chaos and uncertainty? Michael pointed out that, while we’ve all had to do this over the past year, this is often the case regardless of whether or not we’re grappling with a global pandemic. Most are always dealing with chaos and uncertainty, whether from economic or geopolitical challenges.
Who thrives in uncertain times? “We did a 2,800-consultant survey,” Michael shared, to get at this very question. First, they found that those who had an accurate assessment of their strengths and weaknesses thrived. “Those who were prepared—those who had a plan.”
It all comes down to knowing your people, your community—building a list. But what if your list sucks? How can you fix it? “Start,” says Michael. You can’t be afraid of the vanity metrics you see and the size of other lists out there. How do you start? Ask yourself: “What do they (your customers/community) most want?” Then spend your resources driving people to this lead magnet or opt-in. “It’s not just about attracting the most people. It’s about attracting the right people.”
What brand has made Michael smile recently? Amazon! While this mega-brand can be challenging to some, Michael cited how responsive their customer service has been—even over the phone!
To learn more about Michael and access free resources, go to consultingsuccess.com.
As We Wrap …
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On Brand is sponsored by my book Brand Now. Discover the seven dynamics to help your brand stand out in our crowded, distracted world. Order now and get special digital extras. Learn more.
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