How Many Pillars Has Your Business?
15th February 2012
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Blog post from The Entrepreneur's Circle
What we mean when we say “pillars” is the number of different ways you have in your business of either bringing in new customers or getting previous customers to come back and buy from you again.

When you have lots of pillars, the roof (i.e. your revenue) is very, very secure. Even if one pillar falls down or crumbles, the roof doesn’t move – that’s why the Parthenon has remained standing for thousands of years – it had a lot of pillars.

However, if your roof is supported by only one or two or even three pillars then if anything happens to one of them, your revenue can tumble and your business will face dire issues. That’s why you need lots of pillars.

The most common theme when talking to members of the Entrepreneur’s Circle is none of them have anything like enough pillars. As business owners they’re currently dependent on just a couple of ways of getting customers.

The good news is – it’s an easy fix. Building new pillars requires work and effort and thought but there’s nothing inherently difficult or complex about it.

Having plenty of pillars to support your marketing is especially smart when times are changing fast – like now. Things that worked historically start to wane, new opportunities emerge. The businesses with lots of pillars are the ones best equipped to thrive in situations like that…which is why this is so important.

For example, the youth of today don’t have email accounts (other than to verify their logins for their social media profiles). They communicate via social media. It’s my prediction that by 2022 email marketing will be a niche medium used only to communicate with the over 50′s.

So broadly speaking to be super-successful, you need to be well into double figures on your pillar count.

Anything less and you’re almost certainly leaving money on the table and placing your revenue in a less than stable position. Get building!

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