Customers need proof.

• Proof that we are what we say we are. 
• Proof that we get them. 
• Proof that we care. 
• Proof that we’re capable, reliable, and trust-worthy. 
• Proof that we’re in it for the long haul. 
• Proof that we’re right for them.

The best businesses create a continuous stream of proof—they walk their talk, again and again and again and again…. 

How to best create proof is a big question. A question that can easily trap us in analysis paralysis—a busy-ness trap. One in which we feel busy, but we’re actually idle in the eyes of our customers, because we’re not creating proof. 

We can steer clear of the busy-ness trap by working in short 3D Cycles—Deciding, Doing, & Deciphering.

1) Decide

• Decide on the goal.
• Decide on the work.
• Decide on the measure of success.

2) Do

• Do the work.
• Do the measuring of results.

3) Decipher

• Decipher the results (to feed the next cycle).

Short (1-3 week) cycles provide rapid feedback, which leads to faster learning, better decisions, the creation of better proof, and ultimately better business performance. 

Build a habit of taking small steps while relentlessly focusing on creating proof. Learning and adapting with each step. Pausing at the end of each cycle to decipher what worked, what didn’t, and decide what to do next.

Soon this 3D Cycle system will have you creating a steady stream of high-quality proof. Proof that will, over time, become a reputation, and even a legacy.

Photo by Clem Onojeghuo