Marketing and advertising are completely different then they used to be. I might say that they are outdated concepts. Graphics and presentation technologies have taken a quantum leap and that is not even where the biggest changes exist. Discoverability drives sales on many levels. Traditional print media will not get the job done. When you can reach 100 times or 1000 times more people with electronic promotion you simply can’t ignore it. For many business activities, project and product promotion have replaced marketing and advertising.

The internet and search engine technology are fantastic platforms for promotion. We now have instant access to information. Finding similar information a few years back may have taken hours and even days to get the same level of results. You may have to sort through the queries to find the most helpful information but that is little sacrifice.

When you find the information you are looking for, you can typically click a link to more detailed information or a business that can help you out. This is permission marketing, as opposed to interruption marketing. With permission marketing, as a consumer of goods and services, we can search out what we need when we need it. This is far better than interruption marketing where the consumer is constantly bombarded with advertising from vendors whether they need the goods at the time or not.

This is a very efficient form of marketing for the provider of goods and services as well. They can let the business come to them.

How does this work? It works in many ways, but let’s look at one example. Let’s say I am selling dog training services and I have an expertise with certain types of dogs. How do I reach my customers? I write articles pertaining to my specific expertise and publish them to article directories on the internet. When someone searches for techniques on training dogs they find my articles in their search queries. If they like what they read and want to know more, they come to me when they need my services.

This works because the article directories have a high level of discoverability. My dog training articles are hosted on their site making my business more discoverable. You might be asking why I do not just post the information on my dog training web site? Because my web site is not nearly as discoverable on the internet. I would have to do an incredible job designing and networking my web site to get close to the discoverability an article directory has. Social networking sites like LinkedIn have similar discoverability advantages. This is all subject to change as the rules change.

I won’t be surprised if businesses start to have discoverability departments. Many businesses are dependent on being found on the internet. There is a science to this. It involves numerous dynamics and strategies, the likes of which any normal person would not understand. It is a full time occupation trying to get discovered.

Change effects just about every type of business. Keeping up with change requires creativity. Crafting business solutions that anticipate change rather than react to change could enable continual positive growth.

Many businesses are built around the project model. In the project model, businesses approach objectives, initiatives and tasks as though they are projects with a defined scope, schedule and budget as well as a desired outcome. The mechanism for achieving the desired outcome typically follows a natural stream of activity. Variance from that stream increases outcome risk.


Paul DeVetter – Paul DeVetter is a strategic business planning innovator and author with successful projects throughout the United States. Paul has developed unique planning methodologies that help …
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Business process modelling