No matter how long you’ve been in business, it is always a good idea to go back to basics for a reality check. Often it can be easy to forge ahead and forget about those fundamental lessons. So here are a few reminders:

1. Overestimate: have you noticed that when you try something new in your business, more often than not it takes you a lot longer than you thought? A good rule is to work out how much time it should take and multiple it by four. If it takes you less time, you can give yourself an early mark!
2. Care for your customers: we all know that great customer service is paramount, but in this instance I am referring to working out how to really cater for your customer’s needs before you try to sell to them. As Seth Godin says, “Permission Marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.”
3. Know who to listen to: it is always wise to get professional advice, seek opinions and do your market research. But as a business owner, you also need to listen to that ‘inner voice’. If you make decisions based on other people’s demands or agendas, chances are they will be the wrong ones for your business.
4. Be flexible: the world of business, particularly any linked in any way to technology (very few are not!), is moving and changing quickly. Five year business plans can be useful, but they should act as a guide only. You need to be ready to respond to change and opportunity at a moment’s notice – don’t get left behind!

Michelle Grice writes a weekly column for business women in The Western Weekender

I am a visualiser. In order to prepare myself to undertake something new or unfamiliar, I visualise the steps and imagine the scenarios involved. However I recently discovered that sometimes visualising is not enough. Regular readers of this column may remember that I had registered for an open water swim in January (something I have never done before). A few days before the race, the waves were choppy, the swell was big and looking out at the water, I decided not to compete. Although the day of the race ended up being perfect conditions (and I felt some regret at not racing!), it ended up being a good decision. I realised that while I had visualised it fairly well, I learnt a great deal from just watching the race this year. I was able to see the course (instead of just imagining it), check out the other competitors and feel some of the energy and atmosphere of the race. Next year I will be so much more prepared. In business, while there are times when you do need to step into something new without knowing all the details, there are other times when more research and planning will provide a better outcome. You may be able to imagine some aspects and prepare yourself mentally, but some of the following strategies may also help: talk to someone who has done something similar; get some professional advice; undertake a ‘practice run’; test your product of service a couple more times. By all means motivate yourself in whatever way works for you. But make sure you do what you can to minimise your risk of failure.

Michelle Grice writes a weekly column for business women in The Western Weekender