CorporateCoach eNewsletter

Issue No. 59, 17th May 2004


  1. Editorial: A traditional mission statement
  2. Coaching notes: Target markets

1.     Editorial: A traditional mission statement

Richard Winfield - editor and principal consultantAndrew, Paul, Perry and I thoroughly enjoyed delivering our workshop "Build a Successful Consultancy Practice" last week. Remember, there is a follow-up "Lessons From CoachVille" on 21 June. Keep your diary open.

This week's coaching notes are drawn from Paul's session on target markets.

Much of what we have been thinking about recently has been to do with who we are and what we are about. In other words, vision, mission and values statements. Many people will have come across a traditional Christian prayer attributed to St. Francis. I wonder whether you have thought of it as a mission statement?

Lord make me an instrument of your peace: -

  • Where there is hatred let me sow love
  • Where there is injury, pardon
  • Where there is doubt, faith
  • Where there is despair, hope
  • Where there is darkness, light
  • Where there is sadness, joy.

O Divine Master, grant that I might not so much seek:-

  • To be consoled, as to console
  • To be understood, as to understand
  • To be loved, as to love.

For it is in giving that we receive;
It is in pardoning that we are pardoned
It is in dying that we are born to eternal life.

(I understand that "dying" means dying to self – in order to be open to others.)

Here is another source that is relevant to leaders today. This one is from verse 17 of the Tao Te ching: -

Leaders are best when people scarcely know they exist
Not so good when people obey and acclaim them
Worst when people despise them.
Fail to honour people, they fail to honour you.
But of good leaders, who talk little,
when their work is done, task fulfilled,
people will say: “We have done this ourselves!”

Any other inspirational quotes for leaders in 2004 will be gratefully received.


HOT NEWS: Another product release from Andrew Halfacre

Hollow Square Hollow Square

This game can be used to help teams understand the impact of communication between those who develop plans and those who have to implement them. It also highlights helpful and not so helpful behaviours when planning, assigning or completing tasks. Teams that regularly work on problem solving will find the game useful for alerting them to factors that encourage or restrict effectiveness.

It can be played at several levels of complexity [MORE].

2.    Coaching notes: Target markets

Here is an exercise from Paul Fairhurst, to help you identify a target market.

What makes a good market?

  • Big enough
  • Well defined
  • Accessible and practical
  • Competition (to prove the market, honeypot)
  • Growth
  • Readiness

Characteristics of target markets.

  • Hard demographics (size, sector, location, age, etc.)
  • Soft factors (values, culture)
  • Problem types
  • What they value (price, quality, service tec.)
  • What they are like to work for

Try these questions to identify your ideal customers, clients or, even, employer:-

  • What industry, technology, service or corporate department makes your heart sing?
  • What kinds of people do you relate with best?
  • What kinds of people would you really rather not have in your life
  • What conditions must be present in order to do your best work?
  • What products/services are needed by your ideal customers/clients? What problems/opportunities do they have?
  • Will they pay for your product/service?
  • Are there enough of them?

Brefi Group has plenty of processes for helping with business planning. You might like to contact us.


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We hope you enjoyed this issue of CorporateCoach. If you would like to learn more about how we can work together, then please contact me, Richard Winfield:

Telephone: 08450 678 222, or +44 (0) 121 704 2006 (international)