WineDirect Admin
January 8, 2008 | General | WineDirect Admin

Effectiveness in the New Year

With the new year already underway, we are running out of time to write down our goals for 2008. Whether they are brand new aspirations, or goals we failed to accomplish last year that are carrying over, we need a smart game plan that will get us to the finish line. I can’t speak for anyone else, but the biggest reason I don’t always reach my yearly goals is due to the lack of taking effective steps. With the recent birth of my family’s new brand (Grant Street Vineyards) I have a goal of selling all of my wine direct through our website. At first glance this aggressive objective might seem out of touch with industry reality, but with our high quality limited production varietals, and support from Inertia’s Client Development team, I am very confident this goal will be reached. In order to stay on course and be successful this year, I need to be efficient in my time spent, but better yet, spend my time on the right tasks. Let me explain what I mean.

By definition, effectiveness is doing the things that get you closer to your goal. Efficiency is performing a given task in the most economical manner possible. Consider the following:

-Doing something well, yet unimportant, does not make it important
-A task that requires a lot of time is not necessarily important.

In short, no matter how much time and effort we put into a task that has no significance in regards to the end goal, we will not achieve our objective. Going back to my ‘08 goal of selling all wine through our website, I need to accurately come up with a list of tasks that are effective and once complete, will put me closer to the end goal. A great example would be to avoid wasting X amount of hours creating and sending out an email blast to a group of contacts that does not fall into the target market.

So for 2008, let’s remember that what we do is infinitely more important than how we do it. Efficiency is still important, but is useless unless applied to the right things.


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