Simple Tips Smart Ideas by Erica Wolfe-Murray [Book Summary – Review]


To kick off your business with your efforts in the globe can be tough – yet, this is not a surprise. A hardship that several small stakeholders are slammed by is the shortage of information. There’s a good piece of advice right there – advice geared toward CEOs and MBA graduates. Yet, as a store business stakeholder, you don’t actually have to check the recent Medium post on how to increase your 200-strong kick-start. What you should have are intelligent business aspects created especially for the small firms just as yours, and revealed plainly and crystal clear.

the truth is that there’s no such one-size-fits-all advice in the business world. Small firms encounter various issues, struggles, and advantages to bigger companies. That’s where the sections for Simple Tips, Smart Ideas step in. they have plenty of good advice on the traps and opportunities for small firms.


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Chapter 1 – Your firm strategy should develop as your firm grows.


Architects don’t sketch specific blueprints for their constructions, just to get rid of them when the building has begun. Teachers don’t plan their curriculums at the beginning of the academic year, just to never look at it once more.

Thus, why do a quite number of small firms stakeholders pay effort into drawing work blueprints, afterwise allow those blueprints to sleep in their computers? Why don’t they recheck their firms’ plans once their new business has kicked off in the market?

Rather, if you’re a small firm stakeholder, you must think of your firm strategy as a firm route map: a record that develops and shifts with your firm. Let’s discuss the way of creating one.

Number one, you have to put aside a space-time to establish all the team members you need. Bring a good notebook and split a page in the middle: one part named internal, the second external.

In the internal part, list all the information you gather about your employees’ portfolios, interests, skills, and talents. As more information, you can list here, the merrier. You’re looking for a sketch to your team that mirrors more than their career qualifications alone.

Then, ask your co-workers to write down everything about their x-customers. Some of your employees must dig in to reach all customers they’ve worked with – even those who your co-workers met at pre-graduation jobs and volunteering positions.



After that, ask your employees to write down the list of services they’ve offered, just as the previous way in detail. Perhaps the overlaps or the combined efforts that come would surprise you. At this point, you’ll need pointers to new possible markets for your firm.

The external part follows. Here, talk about your stance in the market, and explain your major rivalry. It’s desirable to predict different market trends – like a small firm, you have the readiness to apply any trends that suite your capabilities.

Lastly, outline new changes in your firm with all its pros and cons. you ‘re looking for a minimum of nearly a year and a half.

In case you complied with such a plan thoroughly, your final product will be away more than a firm strategy. It will be a whole singular route map of your skills, talents, professional qualifications, powerful points, approaches, connections, and so many aspects. It will demonstrate to you what your firm – and just your firm – is capable to provide.

And most prominently, it ought not to be thrown away! Find a chance to recheck and review your map throughout the 12-months.


Chapter 2 – Knowing the worth of what you offer is important to your development.


Suppose you have a picture framing firm. What are your products? Frames, mounts, glass – correct?

Yet, what are you actually offering to your clients? They’re, in fact, a pattern to keep precious souvenirs and dearest moments.

So usually, small firms restrict itself with the fallacy about the total grasp of what it is the product, and what the firms would have the effort to offer later. This, for sure, restricts their profits.

Now let’s go back to the picture-framing process. An intelligent framer realizes that she offers more than products. She’ll regularly be searching for paths to concentrate on the worth that her firm produces for the market. The store may show scrapbooking workshops, photo conservation services, or also host an art exhibition. Such approaches are meant to increase profit’s rivulets and the customer ground.

Now, consider your small firm. Perhaps customers appreciate it in manners that you haven’t yet thought of. Ask for constant feedback from your customers, to increase your knowledge of how and why they appreciate you. And elicit your private perspicacity, as well. The matter is just like Unipart, a car-parts distributor, performed, with excellent outcomes.



Unipart started by giving a distribution service. They provided car gears to mechanics within an amazingly quick delivery window. To perform that, the workers had to center their logistics in every single day. They shortly knew that this performance in logistics was what they could produce to customers. Thus, Unipart launched a new branch concentrated on supplying logistics events to other companies.

As Unipart, your firm possibly has untapped efforts. Yet, how can you reveal that effort? You need to use analysis. Consider which of the talents and services you could possibly offer that aren’t now available. You could begin by considering the S.P.I.C.K and Span program.

S.P.I.C.K stands for all that people need to have in life: Services, Products, Inet or data, Clients or Customers, and Knowledge. Perhaps you are providing services, yet, a S.P.I.C.K and cross analysis might show the possibility to give your customers advanced: data, intel, or products. And developed offerings reveal developed profit.


Chapter 3 – Your most worthy asset is expected to be your intellectual property.


Let’s see a stakeholder of your assets and check them for the most worthy one. Is it your capital? Your product, your factory, and tools? Your firm? If you’re like the majority of the small firms, the answer could not ly in the ones mentioned above.

What does “intellectual property” reveal in precise? It could be a totally innovative concept, a procedure, or a design. There’s a staggering collection of assets that can be listed under intellectual property – just have a look at the encyclopedia World Intellectual Property Organization’s website. Also, for plenty of small firms, their worthiest asset is their intellectual property of IP. 

However, let’s assume that you realize precisely what your IP is. Why do you have to pass the procedure of building possession? Alright, one of the reasons is that it would save you if other firms attempted to steal your concept or product away from you. Yet, there’s a second advantage. You can get your intellectual property authorized with a charge in front of all firms too – or you can offer it for markets as an asset.

Your IP will be categorized into one of four. Let’s classify them now.

Category one is copyright. As the concept implies, this is given by default and with no fee to any achievement that is registered materially, on a document, in sculpture, on canvas, or anything else. Books, for instance, are copyrighted. Yet, the same goes for your pitch documents, guidelines booklet, style catalogs, web content, etc. to cite your copyright, just label your product or service with the copyright symbol, your name, and the date.



Category two is a trademark which is a symbol, as a logo or a slogan, that speaks for your firm, product, or service. A trademark blocks other companies from copying your label for their companies’ benefits. Different than copyright, a trademark has to be recorded legally – and you’ll have to restore it every decade. 

Category three is a patent. If your firm owns a product, process, system, or formula that is totally innovative, a patent can provide safety. It will keep other businesses away from benefiting from your innovation.

Now, in case you possess a thing that isn’t totally new, yet, you’ve applied some updates on the design or the look? Here arrives in category four. Design rights secure the form and manifestation of your possessive item to prevent your rivals from cloning it.

Knowledge is power and realizing the reality of your IP will drive your firm to power. 


Chapter 4 – The narrow scope of your firm can be your force – if you consider it strategically.


Do you recall the story of David and Goliath? The none-foot-tall Philistine giant Goliath confronts the Israelites: if only one of them can beat him in the fight, the Philistines would be in infinite slavery by them. Just the child David comes in. Goliath is double in length – bearly an equal battle. Yet, David quickly finishes Goliath: he performs his slingshot to hit the giant in the middle of the head.

In case you’re a small firm playing with huge businesses, you might think that your smallness is a liability. However, bear in mind – you get the likeliness to be the David among heavy Goliaths.

It’s sure that it can be hard to get toe-to-toe with huge, strong rivals that are contributing to crush out of the business world. Yet, if you’re a tiny firm, you have leverage which the big businesses lack: agility. Manipulating your volume to be your strength with the support of a tool called by the writer the OODA Loop. OODA stands for Observe, Orient, Decide, Act. 

You’ll begin with observing. As a small firm, you get the benefit of having the capacity to act on drifts fastly. Yet, you can’t act on drifts that you’re not familiar with. Thus, be aware. Make your firm informed, and you’ll be way more productive than your bigger rivals at attaining drifts, habitual switches, and popped up chances.



When you’ve observed the changes and new approaches in your firm, orient your business according to them. How can you locate yourself to use those for your benefit?

Here is where you have to make up your mind. And for this following phase, speed is of importance. Different from the big companies, your small firm has a brief decision-making procedure – you don’t have to ask for infinite consents or have administration to sign-off. Thus, be certain: will you react to this course or chance? In case you have a positive answer, you should act now! Release that item. Begin that creative service. Set that marketing wheel to start.

Because of the OODA loop, you can locate a chance and your firm according to it, choose to act upon that, and check it all – all during the time that your big rivals spent in planning their start-up fact-finding conference.

Perhaps volume counts, in the end.


Chapter 5 – Determining your profit model and varying it will develop your firm.


Think quick! What’s your firm’s yearly capital? What about its revenue? If you’re as popular small firms holders, you realize such numbers in specific to the last of it.  

Alright, take another question: what’s your profit model? To put it in another sense, what procedure – or what procedures – require to occur for your customer’s money to rush to your account?

You have to be on top of your profit model, the same way you’re on to of your accounts. And depending on one profit model only suggests selling yourself soon.

Plenty of sorts of paths to gain fortune. Let’s think of some profit models you might be capable of using.

Among these paths relates to an access fee. If you’re a niche firm, you possibly have access to a niche market. Think of selling an access fee for combining other firms with your patronage.

Another way is an exclusivity fee. Have you ever offered a service or item to a customer, yet, the customer required more space to consider it? If yes, you could sell the customer an exclusivity fee for consenting to preserve the concept from their rivals.

A third model depends on what’s called a first-look fee. Assume your customer wishes to brainstorm notions with you prior to signing a deal. In such a situation, selling them a first look fee would be an intelligent path. Basically, you sell the customer the ideas you’re offering – and you earn your profit in case the customer signed your deal od not.



Profit model number four is the license fee. Suppose you’re a small firm producing homemade ice-cream in the United Kingdom. You’re aware of the market for your product in the United States as well, yet, you don’t own the support to spread there. If you offer your prescription to an Americal factory, they’d produce and sell your ice-cream in the American market – and you would, for sure, earn a legal license fee in charge.

The fifth and last model is a subscription one, which you could do rather than depending on the one-off market. In case you’re dealing with organic cosmetics, for instance, you could sell clients a recurring fee and, reciprocally, give them a monthly package of eco-friendly makeup delivered to their doorstep. 

Why don’t you explore profit models enough to choose one that suits your firm quietly?


Chapter 6 – Your firm is just as great as the staff behind it.


If you’re managing a small firm, you’ve apparently invested much into your staff. You’ve scoured through curriculum vitae, made so many interviews, and carefully hired positions – everything to guarantee that you have the best employees to meet your firm’s goals.

Yet, bear in mind – you have to stand behind your staff in the same manner as they need you.

Researches reveal that satisfied labor has higher productivity. Thus, in what ways can you maintain your staff’s satisfaction and motivation?

Alright, you don’t establish a firm without a profit in return – your staff ought not to do their jobs without a bonus either. And the bonus exceeds income. Grant your team bonus with team-building treats, such as a weekly office, meal, or an exceptional weekend BBQ. perquisites such as yoga, meditation sessions, and seasonable fruit bring additional bonus as well: it promotes your staff to remain productive and fit.

However, what if you’re an entrant beginning to latchet funds? You apparently have a shortage budget for incomes too, not mentioning bonuses. Renew a thin income package by giving your staff the chance to gain profits or stocks, or partner-track positions. This strategy will guarantee they’re endowed in your accomplishment and advancement just like you.



And don’t forget that staff bonuses and motivation don’t require a huge budget. Just plan space for all staff to have a group lunch, or enroll in professional advancement training where every employee has the chance to give a class on a skill to a department.

For plenty of workers, the most motivating bonus of all is a promotion. Making an internal promotion brings news that you care about your employee’s professional growth and enhancement. Such action paves the way to a culture of purpose in the duty place. And here, as well, an additional reward reveals. Promoting internally is commonly more cost-effective than appointing new staff members.

Support your staff to flourish, and they’ll pay more effort for your firm to flourish. It’s truly that easy.


Chapter 7 – When your customers are involved, you have to sustain the active spark!


Flowers, chocolate, candlelit dinners – when you’re in the agony of a starting love story, you will do your best to take over the matter of your emotions. Some years advance rapidly, however, and if you’re careless, your love could turn into a practical daily course. It requires serious effort to guarantee a long-lasting affair to be sustained. Well, the same concept goes for your customer connections!

Then, how can you sustain your customers’ satisfaction? Don’t allow your old customer to fade away while you busy getting to know ones. Rather, ask for the old ones’ feedback right after every deal – and if they ask for enhancements, listen to their suggestions. And be lavish with your responses, as well, also if it’s only a short notice expressing your happiness in dealing with them.

On the other side, you ought not all the time to turn your back to your customers. Make a stable connection as your purpose. Kindly reject odd demands, and provide your criticism when you see it’s applicable. Keep in mind: they need you, not a yes-person!

You are apparently picky about deciding the businesses with which you deal. Thus, ensure that you decide your point of contact within every company accurately, as well. It’s best to deal undeviatingly all the time with decision-makers. When your contact requires consent from another person each time for approaches and funds, it can suck up your time and overturn your programs.



Don’t forget, larger isn’t all the time better. Several small firms wish to keep that high-status important customer – yet act with discretion. When large firms deal with small businesses, they have a bent to spread their dominance all over. Ensure your deal conditions are reasonable. If their deal is full of legal terms – and this is what happens usually – consult a person of law before you grant consent to your deal.

Lastly, let’s go back to our love simile. Don’t urge the sparkle if it didn’t start already. You wouldn’t proceed for many dates with a person if you had no attraction to them. Follow the same concept with your customers: if you’re not eager to log into the channels with them – then, don’t!


Chapter 8 – Your tale will make the deals for your firm.


“Once upon a time”: four easy utterances that remind us of childhood times when we used to listen to the fascinating stories about talking frogs and pretty princesses.

Storytelling is an important spell – and grown-ups can’t resist it, either.

Do you suspect that storytelling is beneficial? Then check up the revenues of the latest Marvel film or J.K.Rowling’s royalties. Storytelling makes deals, and when you trade your product or service with new customers, what you’re actually trading is your tale.

Consider Selfridge, for instance, it’s an English department shop with trended dining halls and several small professional catering firms striving to have their products shown there. Yet, why do few boutique salad dressings do the deal, at the time when others don’t? Surely, taste, appearance, and derivation all have their roles. Yet, based on Selfridge’s food team member’s experience, the major factor is the tale of the product.

Thus, what is your firm’s tale?

To cut it short, it informs the globe about your origin, who you are, and what you do. It contains your motivation, your provocations, your accomplishments, and your future dreams for your firm. 

Think of the pieces of your tale you wish to share with your customers – and then form these tale parts into a story. It doesn’t need to be that extend, yet, it has to be genuine.

And be careful that your marketing mirrors your tale. Suppose you’re a hairdresser, any person on the way can trade stylish haircut and blow-drys. But just you can trade your tale. Maybe the provocation for your alternative salon arrived from your teenager bully times. Well, you got your tale right there. That’s what must be on top and heart of your website and social media, not balmy fare lists or conventional content.



Also, as in every good tale, there’s a crumple: your firm tale ought not to be a mere customer-facing. It carries the same importance that you sustain involvement with your tale. It assists you with recalling what reveals your singularity and aids you while structure a consistent brand name.

All sorts of paths are available for you – as a firm holder – to involve in your tale. Maybe your sardine-import firm was provocative by your Portuguese culture. Why don’t you design your office with remarkable Portuguese tilework, offer Vinho at firm’s occasions, or sign off office mail with a cheeky Tchau?

Maintain the transparency of your story, and the tale of your firm will nearly definitely have good results.


Simple Tips Smart Ideas by Erica Wolfe-Murray Book Review


Good things can be within small boxes – and that involves your small firm! With agility, flexibility, and passion in your hand, the small volume of your business can be your largest benefit in a busy world of markets. If you maintain transparency in your singular firm vision and your personal narrative, your capability to communicate with customers and users is unlimited.


Let’s have this offline.

Nowadays, it’s more and more trendy for businesses to do their trades online. That’s the reason behind presenting an actual token of your firm to your customers can be of great influence. If you walk away from them with your intelligently designed business card or deliver up a well-selected Chrismas present, a real-life souvenir about your firm can be that lead concept that recognizes you from your rivals.



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