Question:

You tell your executive team that your company should have a content manager, and they ask, “Can’t someone take that on as a side project?” How should you respond?

Answer:

“That’s a good way to start, but we should put a plan in place for expanding the role into a full-time duty.”
“Yes, that would be best. Content management isn’t a full-time job.”
“No, if we can’t have a full-time content manager, we may as well not have a content manager at all.”
“Yes, but only if it’s a member of the executive team that does it.”

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Evaluate this SLA: Marketing will generate 2,000 qualified leads each month, and sales will contact each lead as soon as possible.

This SLA’s requirements focus on the wrong activities. This SLA’s requirements aren’t specific enough. This SLA is missing a requirement. No change needed.

After creating your hero statement, you identify a type of person who is interested in your product that you can’t be a hero to. What should you do for these people?

Make it clear early on that your product isn’t a good fit for them. Accept their business and serve them as well as you can.

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