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I recently helped a client, Bridgewater Management Group, with a positioning statement.  A few hours into the positioning session, their “hook” became apparent. It’s not like it was a revolutionary new thought (after all, there is nothing new under the sun). Perhaps for me it was just a fresh perspective.

Among other offerings, Bridgewater provides information management services including records scanning and storage, process workflow improvement, etc.  When we looked at the list of their services, specifically as they relate to the healthcare industry, they had one specific characteristic in common.  These tasks were not money-makers for their clients; they were drainers.  No one dreams of going into the healthcare field so they can scan medical files and process claims.  This is a painpoint.  It is a bottleneck.  It is a distraction from their core mission.  It is a necessary evil.

The executives at Bridgewater realized that if they can close the gap in the information workflow, hospitals are more likely to get paid… and faster… without the resource requirements that currently drain their bottom line.  In a nutshell, a hospital will end up saving a lot of time, money and headache by hiring a company like Bridgewater Management to help them handle their non-core services (those services where they make money and fulfill their mission).  So, wouldn’t a hospital executive be foolish not to at least consider this proposition?

What are your non-core areas?  Are they distracting you from your mission and stealing time away from your profit generators?  If so, perhaps you need to seek out someone who has made your non-core services their core services.  Just because you CAN do it all doesn’t mean you should.  The best leaders focus on their strengths and hire others to fill in the gaps.

If your painpoint is positioning, marketing, social media or strategy, give a shout out to the Girl on the Roof.

Related posts:

1. Poised for Success
2. The Order of Marketing
3. Touchpoints