First Edition 2013

First published in Great Britain 2013

Revised in 2017

Copyright Vanessa Lanham-Day 2017

Contact the author: [email protected]

www.on-track-marketing.co.uk

All rights reserved. No part of this publication may be reproduced, stored or introduced into a
retrieval system, or transmitted, in any form, or by any means (electronic, mechanical,
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This book is sold / distributed subject to the condition that it shall not, by way of trade or otherwise,
be lent, resold, hired out, or otherwise circulated without the publisher’s prior consent in any form of
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PLAYING TO WIN! The 7 habits of super successful small business owners

The seven habits of super-successful Doing versus talking about doing

small business owners Before I get into the detail of the Seven Habits, I think it’s only right to pay
homage to the original ‘7 habits’ author, Stephen Covey (ie. the brilliant
‘7 habits of highly effective people’).
All business owners start out with a dream of being successful. We all had a vision
of more financial security; the freedom to work less hours, spending more time on It’s more than possible that you have read this excellent book; and maybe
holiday, or with the family; or even just more time to ourselves. Michael Gerber’s ‘e-myth;’ Tony Hsieh’s ‘Delivering Happiness; or even Napoleon
Hill’s ‘Think and Grow Rich’.
But very soon, the reality becomes the freedom to work 12 hour days, 7 days a
week, spending less time with the family and finding holidays are a rare treat! What I’ve noticed is that the ‘playing not to los-ers’ have often read all the books
but aren’t doing any of the ‘stuff’. They certainly plan to; when they are bigger,
So what makes the difference between those who do 'make it' in a tough have more money, have more staff, when it’s not just them doing it all, after this
economy versus those who seem to struggle; making a reasonable living but, in next project, next year – sometime soon. Oh yes, definitely!
reality, they are only just getting by?
‘Playing to win-ers’ do tend to just get on with it NOW. And what I hope for you in
I’ve worked closely with business owners since 1988 as I’ve run my marketing this book is that it gives you some simple daily behaviours that you adopt NOW.
business OnTrack Marketing. If I could predict – in advance – the winners from the
losers I would be more than wealthy by now. The fact is, you simply can’t. Many Please look at the 7 Habits and ask yourself honestly, ‘do I play to win?’ Or ‘do I
talk a good game and, on the face of it, seem to do many of the right things; but play not to lose?’ The results you’ll get are SO radically different you will be
still success doesn’t come. Others – often the least likely – seem to fly after only a astonished.
few pointers in the right direction. You can hardly see them as they head off in an
The choice is yours.
energised cloud of dust!

Disregarding all the basics (like their business idea being ‘right’, there being
enough of a market or niche for their products, and getting the pricing right all of
which are absolutely vital!) there is something fundamental afoot here. You could
have two identical business models and two different business owners and the
results would be chalk and cheese. I wonder why? Vanessa Lanham-Day
From my experience it comes down to a number of key personality and attitude
traits – and resulting behaviours. A respected colleague described his view to me
earlier this year and it absolutely hit home (thank you Martin!); he said “it’s the
difference between people who are ‘Playing to win’ versus those who are ‘Playing
not to lose’ “.

You can characterise a ‘playing to win’ type from one of the ‘playing not to
lose-ers’ quite easily. They do things with an energy and commitment that is
guaranteed to make waves and make success far more certain.

This book is about the characteristics that I have observed that separate the
‘winners’ from the ‘playing not to lose-ers’. The BIG question is – which one are
you?

PLAYING TO WIN! The 7 habits of super successful small business owners PLAYING TO WIN! The 7 habits of super successful small business owners
Habit One Using empowering language
Energy creators say ‘I can’, ‘I will’, I want’ – energy vampires say ‘I’m not sure’, I
can’t’, ‘that’s not practical’.

Energy creators ask questions – ‘How can I make that work for me?’, ‘How can I
make this better?’, ‘What techniques are they using that I can adopt?’

Energy vampires tend to make statements; ‘That won’t work for me’; ‘I’ve tried that
before’; and ‘That’s not how it works in my sector.”

Language is VERY empowering as your subconscious believes everything it’s told.

 So, if you say ‘I can’t’, guess what happens.

 Try saying ‘I can’ and notice the difference.
 If you say, ‘that’s not relevant to me’, how much will you learn and develop,
I wonder?
 If you just ask ‘how …?’, guess how hard your subconscious will work to find
an answer for you.

You CAN adopt the habits of an energy creator and you CAN ‘check’ yourself if
you spot vampire habits coming on! You CAN use empowering language and you
CAN get into the habit of asking empowering questions. These are learned
behaviours that will give you radically different results.

And make sure you ask those around you to tell you – quickly! - when you fall into
bad ‘vampire’ habits!

I’ve made this habit number one as it’s so fundamental. Being an energy creator
underpins all the other habits of people who ‘Play to win’.

I’m sure you know precisely what I am talking about when I mention an ‘energy
vampire’. Some people just DRAIN you. You can find them at home, in the office or
in the pub.

They always have a good reason why it won’t work; they’ve tried it before; there’s
not enough time; or it’s just not possible for them. You want to throw yourself off a
cliff after 15 minutes in their company!

Energy creators, however, are always inspiring and see solutions rather than
problems. They always have plenty of ideas, they never say die and are always up
for a challenge. Energy creators are good people to spend time with.

PLAYING TO WIN! The 7 habits of super successful small business owners PLAYING TO WIN! The 7 habits of super successful small business owners
Habit Two My website isn’t working …
Just recently a business owner complained to me that his website ‘didn’t work’.
He had a Google AdWords campaign running with the aim of gathering data by
getting prospects to sign up for his ebook. He was getting lots of hits on his Ad and
a good ratio of ‘click throughs’ but no-one was signing up for the book; hence his
assertion that his website wasn’t working.

We looked at his website homepage to try to understand the problem. My

immediate observation as that the most visible sign up box was for an earlier
campaign he’d run; you had to scroll down quite a long way to be able to input
your details as there was no mention of the e-book on the visible part of the
website at all.

It took just a few basic tweaks to the layout of the home page to significantly
improve the chances that people who clicked through from the advert would
take up the offer of a FREE e-book.

For me, a far more useful response would have been …

 What’s going on here – why am I not getting the response I want?

 Is my advert targeting the right people? With the right proposition?
 Is the landing page the right response to the advert?
 What are my analytics telling me? Is it a mobile device or browser issue?
 Does my e-book have a mega compelling title that would make it a
No-one ever said running a business would be easy. The economy has been tough
no-brainer for my target clients?
in recent years. The banks haven’t always been there with the cash when
businesses have needed it. And the weather! I’m guessing if you were running a  Could I make the sign up any easier?
beach chair hire business in Cornwall over the last few years you might consider  How are other people who successfully collect data this way doing it?
you had something justifiable to moan about.  What can I learn from them?

I’m not saying there aren’t outside factors that will have an impact on your
I found it incredibly illuminating that his first reaction was to ‘blame’ the website.
business. What I’m saying is that the most important thing is how you respond to
them.

After all, no-one will ever be as passionate about making your business work as you
are and if you don’t take responsibility, it’s going to be a tough road ahead.

PLAYING TO WIN! The 7 habits of super successful small business owners PLAYING TO WIN! The 7 habits of super successful small business owners
Embracing mistakes and failure Habit Three
The economy isn’t your fault. Nor is the direction of the Jet Stream across Europe,
or the state of the international banking system.

Taking responsibility simply means you accept that no-one can respond to a
situation except you. Getting it right first time is a pipedream – things can and will
go wrong but you simply need to learn from your experiences and build your
expertise.

People who ‘play to win’ routinely do. They embrace the learning that mistakes
and failure bring. They see it as an opportunity. A stepping stone towards success.
A little piece of knowledge that you take on board and that brings you closer to
your goal.

People who ‘play to not lose’ always want to mitigate their losses – and a great
way to do that is to stop as soon as potential failure looms!

Do you know a ‘busy fool’? Someone who works hard all the time – often for very
long hours – but never seems to get closer to what they want to achieve?

It’s a trait that’s very easy to observe in others but altogether less easy to observe
in ourselves. And in my experience, a majority of business owners routinely suffer
from some – or all! – of the following …

 Poor email management: Responding to emails drives their day. The fear of
becoming overwhelmed with an overflowing inbox means they allow emails
to continually interrupt their daily work. They actively check their email on
their mobile devices when they are away from the office.

 Poor phone management: Accepting random phone calls that interrupt the
work they are doing. Fear of missing out on a potential customer. Wanting to
respond to customer queries instantly.

PLAYING TO WIN! The 7 habits of super successful small business owners PLAYING TO WIN! The 7 habits of super successful small business owners
  Time for money trap: Working direct with clients most of everyday, with no  Phone management:
time allowed for development. Their prices are usually set so they don’t have o They delegate call answering to an assistant, or a call answering
a choice if they want to pay the mortgage. service (again, with an urgent alert system).
o They set start AND end times to calls with EVERYONE.
 Micro-managing customers and staff: Overseeing day-to-day customer work o They schedule call backs rather than taking calls randomly
– chasing up suppliers, visiting customers, helping with packing an urgent o They DON’T routinely give out their mobile or direct dial number.
order, jumping ‘on the tools’ to reduce a backlog. Getting VERY involved in
the day-to-day issues and not allowing others to take responsibility.  Time for money:
o They value their time and expertise and set their prices so they don’t
 Lack of book-keeping and admin support: Dealing with book-keeping have to work over-long hours.
matters and admin rather than employing a book keeper or PA / VA in order o They don’t think they are ‘expensive’ – instead, they know they are
to save money. giving better customer service by charging properly and are more
likely to secure the future of their business for their customers to use
 Poor technology choices: Spending hours fiddling around with software they long into the future.
don’t understand using equipment that’s not up to the job.
 Managing customers and staff:
 Sporadic marketing efforts: They work on their marketing and business o They respect the value of customers absolutely - but never to the point
growth - but usually at the end of a busy business day or at weekends. There where they put their own business goals second to their customers.
is no regular pattern. They just don’t have the time and they are not that o They make sure there are staff and systems in place – in house or via
clear on what they should be doing, even when they do have the time. suppliers and virtual resources – to support customers properly at all
times.
Does this sound familiar to you? I’m simply suggesting you have a choice. People
o They will never play ‘doormat’ to demanding customers and would
who ‘play to win’ make sure they have time to work ON their business and not just
even sack those that abuse their time.
IN it. People who ‘play not to lose’ often worry about the cost of outsourcing and
o They step back and delegate responsibility – but monitor results.
will aim to minimise their outlay.
 Book-keeping:
Winning strategies for working ON your business o They are willing to pay for someone with proper experience to do
For our ‘winners’ this means making some tough choices about how they spend book keeping for them – and in less time!
their day. They value their time and treat it with respect. o They recognise that the cost compared to the value of their own time
is negligible.
 Email management: They recognise emails as their most dangerous ‘time o They get that the most important financial role they play is knowing
vampires’ and have a strategy to prevent them playing havoc with vital and understanding the top-level numbers – not generating them!
development work.
o They routinely go ‘offline’ and switch off mobile devices – and  Technology:
dedicate specific parts of the day to managing emails all in one go. o They are willing to pay for someone to support technologically-driven
o They educate customers, suppliers and staff that they will get a proper services, recognising the potential time drain these can be and that
response within, say, 4 or 24 hours. others are better qualified to do the job in less time.
o They divert more important emails to someone who can respond o They invest in the right equipment and aren’t hostage to a computer
quickly or into an alert system so they are interrupted only for urgent that routinely fails or doesn’t have the capacity required.
matters.

PLAYING TO WIN! The 7 habits of super successful small business owners PLAYING TO WIN! The 7 habits of super successful small business owners
  Focused marketing efforts:
o They have a clear plan of action regards their business growth and Habit Four
marketing, are totally committed to achieving the deadlines they
have set themselves.
o They break it down into manageable chunks and are committed to
getting the work done.
o They will often make public commitments to make sure they have to
follow through.
o They work on business growth and marketing EVERY DAY.
o They focus on the activities most likely to bring them the results they
want when they are fully energised and at their most creative.
o Only a serious crisis will divert them.
o They have procedures in place to deal with other matters while they
are working ON their business.

In business, people who ‘play to win’ are focused on where they want their
business to end up. They barely see obstacles in the way – they are minor hiccups,
something that can easily be sidestepped or even ridden over. Their business goals
– and their related personal goals – are everything.

People who play ‘not to lose’ are much more likely to be sidetracked by
procedure and process. They are far less clear about their ‘bigger picture’ as they
are focused primarily on what they are doing right now.

A major step in the right direction is to be 100% clear what your goals are and to
have the answers to some essential ‘playing to win’ questions.

 In order to achieve your business goal, what level of turnover will you need
to achieve? Or profit? Or number of customers?
 Where are you right now in terms of turnover, profit or customers?
 When to you want to get to your desired turnover or profitability?

PLAYING TO WIN! The 7 habits of super successful small business owners PLAYING TO WIN! The 7 habits of super successful small business owners
  What marketing plan do you need to move you there from your current
position?
Habit Five
 And what do you need to do differently?
 What knowledge or skills do you need to acquire to achieve your goals?
 What help do you need?
 How much can you afford invest to achieve your goals?

Playing not to lose is often the inevitable outcome of a lack of clarity over key
business information. When you know the answers to the questions above you will
be in a far better position to ‘play to win’; you’ll be able to focus unequivocally on
getting to where you want to be.

What do they say? – the only thing certain nowadays is CHANGE. When I started
by marketing business in 1988 you were pretty much sorted if you a) had a
business card, b) a brochure, c) ran an advert in the yellow pages, d) sent the odd
press release at the local paper and e) popped along to the Chamber of
Commerce for networking events. Things have changed!

In 1988 clients could essentially outsource their ‘marketing’ - they could give their
brochures to the sales guy and it was a case of ‘job done’.

Nowadays, it’s inconceivable that any business owner can disengage in

‘marketing’ as they used to. Agencies and consultancies can support but it’s hard
to imagine how small business owners can let go of control of their day-to-day
business growth and achieve any real success.

That isn’t to say you have to do everything yourself But you do need to be on top
of it all – controlling what’s happening.

PLAYING TO WIN! The 7 habits of super successful small business owners PLAYING TO WIN! The 7 habits of super successful small business owners
People who ‘play to win’ are always in control of what’s going on in their
marketing, employ specialists as necessary and will routinely try out new ideas with Habit Six
clear objectives.

 They’ll try off-the-wall email campaigns and split test them against a more
traditional model and carefully analyse the results.
 They’ll check out what key players in the USA and UK are doing and attempt
to mirror their methodologies.
 They embrace social media,
 They are open to learning whatever they need to know from whomever is
best placed to teach them.
 They commit time and energy to acquiring new skills.
 They typically ask the question; ‘How can I make that work for me?’

People who play ‘not to lose’ are suspicious of new ideas and are reluctant to
move away from what’s worked in the past. You may hear them say …

 Email campaigns: ‘Well, personally I hate them and I certainly don’t want to
harass my customers. And Split testing – what’s that?’
 Learning: ‘I don’t have time to read through all those Dan Kennedy emails –
what a waste of time! So American!’
 Social media: ‘Twitter? who cares what I’m having for lunch or that I’m in the
post office queue. Facebook is for my kids and is best left like that!’
 Training: ‘I don’t have time to go on courses – or the money! I have too
much work and can’t afford a couple of hours away – let alone a whole
day!’
 Their defining statement is; ‘That won’t work for me’ I guess right from an early age we are encouraged to conform. Certainly parents
and teachers generally prefer conformity to wacky ‘off the rails’ thinking! But all the
biggest and bravest – and most successful – entrepreneurs have always happily
stood out from the crowd. There is simply no money in being the same as everyone
else in your sector.

But it’s an easy trap to fall into. If you are an accountant, you may well be
tempted to create a brand that seems to conform to the agreed ‘standard’,
saying the same things in much the same way as all your competitors. There is a
sense of validation in being like all the others.

Mark Twain wrote powerfully about the foolishness of following the crowd well over
a century ago; and his words still resonate today.

PLAYING TO WIN! The 7 habits of super successful small business owners PLAYING TO WIN! The 7 habits of super successful small business owners
Mark Twain said .,..

Whenever you find you are on the side of the majority, it is

time to pause and reflect.
Our ‘winners’ and our ‘playing not to lose-ers’ are both defined by the
The majority in your business, industry or profession are wrong about most – if not all
– of their beliefs about how to be successful in that business, industry or profession. phrase …

That’s a difficult truth to wrap your head around, but this fact doesn’t lie: 95% of “No-one has ever done that before!”
them earn a great deal less than 5% do. Only about 1% becomes rich through their
businesses – compared with at least 20% to 50% who barely eke out a living or fail. … it’s simply a matter of how they respond.
EVERY population divides roughly into 1%, 4%, 15%, 40% and 40% groups. Many
more at the bottom than at the top.

To put it bluntly, it means that …

 Generally, only 1% are rich

 Just 4% are prosperous
 15% are doing well
 60% sustaining only mediocrity – in financial terms, heads above water but
barely and
 20% are doing poorly or failing

Or, put another way …

 80% of businesses in your sector are achieving mediocrity or worse.

 The only people with the BIG ideas are in the 1% and the 4%.
Therefore, when you decide to follow what others in your sector are doing,
be VERY careful who you model yourself on.

People who ‘play to win’ take brave decisions, embrace change and are
prepared to stand out from the crowd.

People who ‘play not to lose’ are afraid of standing out and prefer to conform
and prefer the feeling of ‘safety in numbers’.

PLAYING TO WIN! The 7 habits of super successful small business owners PLAYING TO WIN! The 7 habits of super successful small business owners
Habit Seven Perfection is not all it’s cracked up to be – it’s often an excuse for
procrastination and delaying tactics. After all, the brilliant campaign that hasn’t
quite been finalised can’t ever fail and you can continue to tell yourself that you
are onto a winner.

People who play to win would much rather know they’ve got it wrong so that they
can learn from the experience and make the next version more powerful and
effective.

Being mega-powerful with your time

People who play to win simply get more done in the time. To the outside world
they are prolific … ‘how do they get it all done?’

They just think the way they behave is normal :

 they know what they want to do

 they know why they are doing it
 they know when it is needed
 they J.F.D.I.!

People who play to win are DOERS!

They just ffff…flippin’ do it in fact (if you’ll excuse the polite-ism!).

That’s not to say it’s OK to send stuff out that’s badly thought through, or full of
errors. It just means you need to get on with it. After all, the ‘not as good as it could
be’ sales letter that’s landing on doormats is 100% better than the ‘ever-so nearly
perfect one’ that’s still sat on your desk.

The trap of perfectionism

Ask someone who ‘plays not to lose’ for their thoughts on your sales copy and
they’ll point out your grammar errors. Ask a ‘player to win’ and they’ll suggest ways
you can tweak your offer to make it even better.

PLAYING TO WIN! The 7 habits of super successful small business owners PLAYING TO WIN! The 7 habits of super successful small business owners
About the author: Vanessa Lanham-Day What people say about Vanessa …
Vanessa founded OnTrack Marketing, a Surrey-based Vanessa was the first marketing professional I Vanessa's help has been invaluable – she has
marketing consultancy in 1988. She now works primarily as a had heard who spoke the same language as a refreshingly down to earth approach to
me. She has a great imagination when it marketing by cutting out all the industry
business growth mentor and Mastermind leader.
comes to helping a business stand out from jargon. On a one-to-one basis she skilfully and
the crowd and be seen - which is exactly patiently analysed with me the underlying
“I’m all about helping business owners to become inspired to what I was after. She has really focussed me problems my business was facing at the time.
fulfil their business dreams by mastering the art of business and helped me get and stay on track with my Vanessa then helped me to decide on
growth and marketing. own marketing. Just a few months in and I practical solutions and gave me confidence
now know exactly who my target markets are to put them into practice. The Super Success
“Most business owners are simply too close to the problem and more importantly WHY they are and Accelerator was a key turning point for me
and often want some support being pointed in the right what messages will help me reach them. and my business.
Louise Boardman-Rule, Director at Ten2Two Patricia Ellis, MD Wizard Video
direction; whether it's for the core components of a powerful marketing plan, or
the structure and organisation needed to ensure systematic implementation. Working with Vanessa was probably the Vanessa is one of the most dynamic people I
biggest turning point for me in over 18 years know ... with the energy, commitment and
“With over 30 years as a professional marketer and business mentor, I have an
of business. Whilst I may have spent many of skills to drive any project forward to a
outstanding record for helping business owners achieve exactly that. these years pouring over figures and coming successful conclusion. To top it all, she's great
up with various ideas with no real direction, fun! I would happily put my trust in Vanessa
“I’m often told that my approach is inspiring – Vanessa managed, in one day, to cut for any project; if she doesn’t have the
clients leave me knowing what they need to do - through the clutter that’s bogged me down answer she will go and find it, learn it, or
and with the energy and commitment to do it! for so long and give me 20 – 20 vision. I left create it.
knowing what was important, what I wanted Keith Thomas, Sightline
“Most business owners struggle with a lack of to achieve, how I was going to achieve it and
accountability. I seem to have earned the name of in what timescale it was going to happen; I Vanessa's enthusiasm plus high energy
was bloody knackered afterwards but felt so creates a very positive atmosphere. She is
The ButtKicker and I’m happy to play my part!
positive that I now had a direction. very effective at influencing people to think
“My passion is ‘Inspiring and empowering you to fulfil your marketing and business Chris Stone, Director, Bushy Business through their business challenges and options.
Lyn Etherington, Cape Consulting
growth potential’ and it is certainly what I love doing most.”
Yesterday I spent a hugely inspiring day with
Vanessa. I came away with clear goals on Vanessa’s input has had a significant impact
Your personal call with the ButtKicker for FREE! where I want my business to go, a smart
marketing strategy and an action plan to get
on our business and we'll continue to tap into
Vanessa' knowledge to help take us forward.
me there. It was the most productive and Well worth the investment.
Vanessa is passionate about helping you and your business to motivating time I've had in years. I can't Jean-Claude Vacassin, Forme & Function
succeed - and the best way to find out if she can help you is with recommend enough. Just do it.
Martin Frise, Managing Director Vivacious, interested and interesting,
one of her FREE trademark 'ButtKicker Marketing Focus Calls' ...
Mailbox Etc. Wimbledon & Putney Vanessa’s impressive list of contacts and
network brings extra value to any project
"I guarantee I'll leave you with a fistful of 'lightbulb' Vanessa is the most valuable asset ... which needs additional support as well as the
moments that you can apply to your business straight away." challenging, inspiring, motivating and creative services that she provides. You have
supporting you on your business journey. been warned. If you work with Vanessa it is
To book your ButtKicker marketing Focus Call, Debbie Walker, Passport to Change almost inevitable that you are going to have
a thoroughly enjoyable time in great
simply go to www.talk-to-vanessa.co.uk company and achieve outstanding results.
Adam Workman, Wheelers Solicitors

PLAYING TO WIN! The 7 habits of super successful small business owners PLAYING TO WIN! The 7 habits of super successful small business owners