Can Kelly Walk the Walk?

Do You Know Where my VisionPoints?

Today at IttyBiz (an inspiration and a guilty pleasure in my blog-reading schedule) author Naomi Dunford issued a small business challenge to her readers based on a recent email and the anxiety it aroused in her:

“So what do you actually do for a living?”

After some initial irritation, she homed in on the perfect Maximum Customer Experience pain point:

If they don’t know what I do for a living, it’s not exactly their fault, is it?

You know how you began with a Vision, then you get so involved in day-to-day stuff, you lose track of the Vision? And the business suffers. Sales aren’t what you want them to be. Your Vision extends to your staff and how they treat customers; to the look and vibe of your physical space; to your website, blog (!), and printed materials. Or it doesn’t!

As in Naomi’s case, maybe you don’t even realize you aren’t communicating as powerfully as you could be until you get called on it.

Naturally, Naomi found a way to make this all about her readers’ Visions for their IttyBizzes. She’s generous like that.

How many of your readers don’t know about your small business?

I got to thinking… how many of your readers don’t know about your IttyBiz? How many knew one time 8 months ago when they read your About page but have promptly forgotten? How many of them have room on their credit cards? How many of them know people who could use your products or services? How many of them would fall over their own feet to recommend you but don’t have a damn clue what you really do?

Scary stuff, y’all.

The people want to know.

Naomi’s challenge: Bloggers, interview thyselves. In light of my 2008 Interview Series, it seemed about right that I put myself on the hotseat Naomi designed. Her questions and my answers follow.

Don’t write to tell me this is all a shock and you had no idea. Write to tell Naomi that hers is all a shock, and you had no idea what she does. She started it.  🙂

What’s your game, Kelly? What do you do?

I help your company go where your VisionPoints.

How? I’m an Experience Designer, owner of VisionPoints, The Experience Designers. We help you radically improve your Customer Experience to grow your business. My team and I dig into your goals, focus your Vision, and follow it all the way through to the execution of your finished design.

Strategy, interiors, graphics, and human (interactive) Experience that powers growth. One company, one complete Solution for small- to mid-sized businesses.

Why do you do it? Do you love it, or do you just have one of those creepy knacks?

I feel so strongly about the power of integrated Experience Design that I sometimes say I’m obsessed with it. How do you position your firm for growth when you’re an overworked, multitasking small business owner? You’re constantly propping up one element at the expense of others. You may have the greatest product or service in the world, but if your customers experience that scattered feeling you have, they’ll never catch on to you and spread the word!

I love the research, strategy, and the applied art that is Experience Design. I’ve got a creepy knack for it, too.

Who are your customers? What kind of people would need or want what you offer?

You’ve had help from a graphic designer. You’ve considered an interior designer, or maybe you’ve already worked with one. The butcher, the baker, the candlestick-maker… everybody comes at your project with their angle, and your message is getting confused. Enough!

If you’ve done it all yourself, you know it’s time-consuming, frustrating, not saving you a lot of money—worst yet, it’s not making you money.

If you’re still wondering why smaller businesses need Maximum Customer Experience, click here.

What kind of changes make new clients call us?

  • New funding—Rising (or falling) revenues
  • Change of ownership—Change of name
  • New product introduction—New services
  • Big announcement—Award—Event coming up
  • Recent move—Expansion
  • New customer—New markets
  • Dissatisfied with current procedures—Time for a change in tactics

Do your customers, suppliers, and employees feel connected to your success? Do they believe in you and share in your Vision, or is your company just one of many to them? You can increase loyalty, satisfy repeat customers, and drive enthusiastic referrals—through integrated Experience Design.

What’s your marketing USP [Unique Sales Proposition]? Why should I buy from you instead of the other losers?

[Provocative IttyPhrasing courtesy of Naomi, lest you forget. My spellcheck thinks a good correction for IttyPhrasing is “vituperating.”*]

I’m passionate about creating Maximum Customer Experience for smaller businesses. I believe in measuring, proving, and growing real numbers with good design. You want more than pretty—you want growth. That’s why you call VisionPoints.

What’s next for you? What’s the big plan?

I’m on a mission to connect bottom-line business results with focused interiors, graphics, and that all-important interactive Experience. With this blog I get to talk Experience Design with a much wider audience than my workday could ever allow otherwise. I learn and grow here, too!

The power of Maximum Customer Experience is that not only the huge firms can deliver it to their customers. Your IttyBiz can, and you need to, to succeed.

You know I’ve got to say it: The big plan is to design the Experience Design Solution for your IttyBiz. Ready to grow? Contact VisionPoints today.

Naomi asked me to call you out, too. Write your own “What’s Your Small Business” article and post it to your blog. Link back to her challenge, and she’ll be compiling a list of everybody’s posts to make us all own up to our Vision!

Hey, does her Vision have something to do with lots of linkbacks and new readers?

Grow and be well,

Kelly Erickson


*This has nothing at all to do with the fact that my daughter told me today that the 8th of the Seven Dwarfs is named “Facetious.” No, I am not making this up.