My word for the moment is 'scalable'. It's a word I've heard quite a bit in the last few months and I see great value in it when it comes to marketing and design.
For example, picture having a family and designing your own house to live in. You would want to take your time and design a building that would allow growth without putting undue strain and pressure on the structure.
If you don't take your time and don't think about scalability, when another child comes along you either have no where to put them. You cram them in with another child in their room or you build on some more house that maybe doesn't fit with the original design and heaven forbid, weakens the original structure.
The same could be said for marketing your business. Unless you really think about who you are as a company and make your marketing scalable allowing for future growth, you're only going to change your design twelve months down the line. This can be wasted money, time and resources and harmful to your subscribers.
If know who you are and your mission statement is scalable, your design should be also and it will be very easy not only to grow the organization but also your communication.
All too often we're like wild horses wanting to get out of the gate we don't really really take the time to wait and listen and talk, really flesh out who we are and where we're wanting to go.
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