Take a Step Back!

​ ​ ​ ​ ​ ​ Hello Indiana, Like most people, I periodically suffer from impostor syndrome. It is a feeling that is made worse by the fact that I work with some incredibly knowledgeable and experienced digital professionals. What value can I possibly add? What do I know that they do not? ​ These are questions I have agonised over more than once. However, when I do, I come back to something the Ecommerce Manager of Puma said about me: ​ "Paul has the ability to see what is hiding in plain sight." ​ In short, I don't know much more than my clients, but I have the advantage of perspective. As somebody on the outside looking in, I can bring a fresh point of view. But more importantly than that, I get the luxury of looking at the bigger picture because I don't have to work on business as usual. ​ However, you don't need a consultant to look at the bigger picture. You simply need time to step back every once in a while. ​ It Is Important to Find the Time ​ I say "simply" but I know finding the time is hard. If you work in-house, you are typically swamped with projects, campaigns and business as usual. If you run an agency, you spend so much time working on client businesses that you often neglect your own. ​ However, finding the time is vitally important, especially when looking at things from the users perspective. The user experience is not just made up of individual features; it is the entire journey and how the parts work together. ​ It is not only the user experience that would benefit from stepping back and looking at the bigger picture. Lots of areas can do with a periodic review to make sure you are on track. ​ Review Your Website ​ The most obvious example is a website review. When was the last time you looked at your website as a whole? We focus too much on the specific part we are working on. We should also look at it as a user would. ​ Review Your Communications ​ Another area to look at holistically is your general communications. Think about all of those emails that get sent to prospects, customers and partners. Individually they can work perfectly well, but what impression do they leave collectively? Are you overwhelming people? Are you sending a consistent message? ​ Review Your Governance ​ Then there is your governance. When was the last time you looked at all your ways of working and organisational policies? Are they helping or hindering your digital efforts? Who owns them, and how are they implemented? It is well worth taking stock once in a while to identify how things can be improved and how you communicate internally. ​ Looking at Things From Multiple Angles ​ Taking a step back and looking at the bigger picture can be approached from a variety of angles, not just those listed above. ​ For example, you could look at content and messaging across all channels, not just the website or email. Or you could look at your website within the broader context of a competitive review. Then there is reviewing one aspect of the broader experience such as accessibility. ​ Review the Sales Funnel and Customer Journey ​ However, one of my favourite approaches is through the prism of the sales funnel or customer journey. Are all the pieces from social and your website, through to email and every other touchpoint, working together? Are they deepening the customer relationship from initial interest, to making their first purchase, repeat ordering and on to becoming an advocate? ​ How you approach the exercise and what you focus on matters less than the principle of taking a step back. ​ Are You Trapped Focusing on the Urgent? ​ So my question for you is what is stopping you? Can you honestly say that everything else you are working on is more important than this? Just because things are urgent doesn't mean they are important, and if the urgent things are stopping you from doing what is essential, then your governance framework needs some attention for a start! ​ As always, if you need help or have questions, drop me an email. ​ ​ ​ P.S. Can I make a little announcement before we begin? Today my Encouraging Clicks Masterclass has closed to new public enrolment for another six months. However, I am running a workshop on "designing websites that convert" with Smashing Magazine later this month. To find out more and to secure a place, visit the workshop listing. If you no longer want to hear from me, I completely understand and you can unsubscribe from all emails here. Alternatively, if you need to update any of the information about yourself you can edit your profile here. ​ ​