Eisenhower it

Philip Morgan

I've never spoken to anyone who has actually done the following.I think that's a cryin' shame that I hope to change that today.You've probably seen this planning tool, right?Among other things, it's called an Eisenhower Matrix. Wikipedia sayeth:------The "Eisenhower Method" stems from a quote attributed to Dwight D. Eisenhower: "I have two kinds of problems, the urgent and the important. The urgent are not important, and the important are never urgent."Using the Eisenhower Decision Principle, tasks are evaluated using the criteria important/unimportant and urgent/not urgent, and then placed in according quadrants in an Eisenhower Matrix (also known as an "Eisenhower Box" or "Eisenhower Decision Matrix").------The Eisenhower Matrix is a common tool in various time management systems. As John Lakeman would say, "Cooool."Here's the thing I've never seen this tool used for.**Where would your clients place your services on the Eisenhower Matrix?**You can probably be successful selling almost any kind of service, no matter where it lands on an Eisenhower Matrix. The world is a large, complex place, and weird shit happens all the time, so maybe some weird shit will conspire in your favor and allow you to sell services that nobody thinks are important.But if you're hoping to focus your services in a way that maximizes their value, then I'd encourage you to avoid the lower half of the Eisenhower Matrix (selling services that solve un-important problems).Here's the thing. No problem is important to everybody. Importance and value and price are contextual. So you can't really place your services on an Eisenhower Matrix without identifying who your services are for. Who will get the most value from them.So if you've got a few minutes right now, think about your ideal client, and--as much as you possibly can--think about your services from their perspective. Where would they place your services on an Eisenhower Matrix?Don't worry too much if your clients see your services as important but not urgent. Mine are just like that, and I'm building a great little business with those kind of important but not urgent services. This quadrant on the matrix does have implications in terms of specifically how you connect and build trust with prospects. But it's not a deal breaker if you understand that it may take considerable time for prospects to be ready to buy.The people you're probably somewhat jealous of in the world of business sell things that are both important and urgent. They seem to have no problem attracting and selling to a "hungry crowd" of clients.The combination of importance and urgency is what allows hospital emergency rooms to charge what seem like exorbitant fees. And if that's the sales dynamic you want in your business, freaking GO FOR IT. Change your target market or service offering to land in that important + urgent square of the Eisenhower Matrix.But no matter what, please do consider taking a few minutes to map your services in the Eisenhower Matrix. I think it'll be at least a reality check, and hopefully it'll be good news about the strength of your business.If you're struggling to even identify who your ideal client is, http://thepositioningmanual.com can help.-PWant help improving your positioning or marketing? I offer a small group program to help you do exactly that: http://positioningacceleratorprogram.comI work with people 1-on-1. If you're interested in learning more, click this here trigger link to get a short email sequence with more info sent to your inbox: /11-retainer/Know a self-employed software developer who might benefit from specialization? Send 'em this free gift! Details here --> /referrals/