Most people know if they need an engineer, an accountant or some other professional expertise, but to call someone in to question the fundamentals of the business implies a self-criticism too far for a lot of people. After all, what could someone who is not close to the business bring to the party?
As with many issues this can be more difficult for small and medium sized businesses than it is for large businesses. Large businesses can afford the luxury of non-executive directors who are constantly in place to bring an outside view and fresh thinking, whilst smaller businesses often make do with the advice of their existing professionals, or ad-hoc conversations.
Research consistently shows that companies taking external advice outstrip those who do not. If you have not recently asked yourself the questions:
What am I doing?
Why am I doing it?
Am I doing it effectively?
Is my business sustainable?
What next?
and you do not have the answers etched into your brain,
and if your immediate colleagues don't know what your answers are.
there is room for improvement.
More importantly, the answers will make more sense when they are asked in the context of a strategic review process, rather than as an afterthought when another fire has had to be extinguished.
Sharing this process with an outsider is an act of strength, not weakness.
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