DON’T BE MYOPIC ABOUT MARKETING Most entrepreneurial companies treat marketing as glorified sales -support. Even worse, they fail to use it to crank up the flow of qualified job applicants they need to win. Take a cue from one fast-growing company I know that needed to lure workers physically fit enough for trash collecting. It posted ads in local gyms asking, “Would you like to be paid for your workout?” The fliers cost next to nothing, and the owner found plenty of energetic candidates.
FIGHT PROCESS PARALYSIS Functions such as recruitment, billing, and customer care are like hallway closets. You have to clean them up once in a while—not just throw more people at them—so they don’t get sloppy. Nurse Next Door, a home health care provider in the U.S. and Canada, found that its payroll and billing accountant was working weekends before it streamlined her workflow. That saved her a good 20 hours a week. Now the firm teaches the same pared-down approach to its franchisees.