Starting ZENECIST--A New Lean Business: Part 1

Process Drives Outcomes.

Velcro USA Medical Products Group, which was expanding the years we worked on the business, had a well-defined process we branded as Ingenuity through Alliance.™ The business unit does not manufacture or market finished goods, but provides in-depth product and technical support. Theirs was a very well executed strategic approach to addressing customers needs in a “genuine” partnership positioning dynamic.

I ran Thomas Marketing Services Corporation for nearly 35 years, during which time I helped dozens of innovative entrepreneurs launch new businesses and products. Some made it through their first 5 years, and try as we may, some did not.

What separated the winners from those less successful?

In every case the winners definitively established their goals and created specific strategies (WHAT you’re going to do) to achieve them with do-able tactics (HOW you’re going to achieve your strategic goals) for which they had resources.

In short, rather than flying by the seat of their pants, they defined their goals, created a plan, and then a set process in place to go about achieving their goals.

It was their deliberate process, not their plans for specific outcomes, that gave them to capability to innovate. You see, as the brilliant designer Bruce Mau so aptly wrote in his Incomplete Manifesto For Growth:

“When outcomes drive process you can only go where you’ve already been. But when process drives outcomes you may not know where you’re going, but you know you want to be there.”
– Bruce Mau, An Incomplete Manifesto For Growth

The fact is, it’s not easy to start and sustain a business. Here’s the thing: many post-5 year businesses I saw go under didn’t fail for lack of business but rather got ahead of themselves, getting over-extended failing to meet promises or stray ahead of cash flow. And rather than pivot when shortcomings became clear, they tried to fix things to pre-fall perfection, often running out of resources before the new and improved model could get to market. I’ve come close myself, and it’s frightening.

Given ZENECIST is the 7th business I’ve started since college, my plan is to take a very pragmatic and step-by-step approach to building our products, markets, fans/brand adopters, and and revenue. And I thought I’d write about it here, so you can see behind the curtains as I get this off the ground. Or not. I’m sure having fun thinking it all through.

ZENECIST is a different kind of business than I’ve ever started for myself. And, while I’m a strong brand marketer, there’re still many aspects of the online product marketing business of which I’m just learning the questions, much less know the answers.

The good news is I don’t need to be in as much of a huge rush to get it to the place I did when I had children to feed, and my professional and business abilities to prove to myself–and I suppose to my father. In fact, only one reason is driving me to do this in my so-called ‘semi-retirement’ years and my seventh decade: my interests.

And OK, that I burned through my IRA during major back-to-back health challenges to keep us in home and college tuitions, now 10 years ago, is another.

Though I think my unrelenting hatred of day-time game shows, TV bowling (love doing it) and soaps, and all the rest of the meaningless activities older adults are subjected to are equally motivating reasons to keep moving. As my dad was fond of saying, “you don’t wear out, you rust out.” Not me.

You’re Always Welcome.

Until I have flushed out ZENECIST products and launch plans, my plan is to write about how I’m getting ducks lined up for all aspects of the business. Part of my goal is to create some SEO for the site, and nothing does quite like fresh content.

Now to be clear, while I’m not in a rush I’ve still got to make things happen with reasonable speed. And to help this along, I’m going to run as lean/agile as possible, not skipping steps in the development process, but not getting bogged down any particular aspect.

Rather, then plan is to field a minimum viable (disruptor) product within a minimum viable brand. That is, I’ve identified some needs in defined markets for which there’s no current answer, and am in the process of designing and creating or sourcing products that meet the minimum expectations and needs of customers—but that delight, and are a good value.

My ‘zen sailboat’ is inextricably linked with my professional & personal brands. That’s how it should be; when it’s your brand The Difference is You.™

And then, without further hesitation short of a patent application on one product, I plan to introduce and/or stage the rollout of the product and see what happens. It’s from here the true nature of final product (and brand) will emerge. Or not.

The good news is the Internet enables us to reach and test markets rapidly and for less expense than in days past, and with more specificity.

So far, I’ve cleared my decks of the clutter and noise related to my former business, and made up the name (Zenecist™ brand) and procured the URL, and have defined the basic premise for the brand. I’ve created a brand identity, our logo and positioning/tag line. I’ve also defined our mission.

I’ve also defined and aligned the moving parts of ZENECIST as a business and online hub, and re-formatted this website, renaming its primary landing URL from ThomasBoston.com, my former URL, which is now for sale.

I’ve also engaged a legal resource to register ZENECIST™ brand as a Federal trademark.

I’m also building out the e-Comm shopping structure for the site, and will run soon run a couple initial test products.

My initial product design is now done and going to a local fabricator for review and prototyping. I’m thankful for the years of drafting I took in high school; it’s been fun to put some scale and dimension on it.

So stay tuned. And if you have questions or ideas, feel free to contact me.

At ZENECIST, the mission is to do some good and have some fun. I hope you’ll join in.

Cheers! T