It’s the latest action blockbuster! Drive Results – Fast & Furious races across the screen in a blur of adventure and thrills. Vin Diesel is the daring, wind-blown driver who is hungry for speed. When it comes to delivering content or meeting client needs … he’s leading the pack. Here’s how you can make speed a major business asset.

Okay, I know that Vin Diesel can’t be wind-blown, but work with me on this. So far the six “Fast & Furious” films in this high-speed series about illegal street racing have grossed over $2.3 billion dollars worldwide. If Vin wants to say a bald guy can be wind-blown, I say go for it. Because we can learn something BIG from him:

In events, marketing and communication, speed is a major business asset.

•  For audiences, it makes the critical difference between being interested and being disengaged.

•  In your relationship with clients and executives, it maximizes value and gives you the key competitive advantage.

Here’s how you, too, can be “Fast & Furious” and gain the edge.

Speed in Events, Marketing & Communications

You can set yourself apart from the other guys by doing one simple thing. Don’t take all of your company documents, data, white papers, sales sheets, etc. – dump them on the Web – and call it marketing. It’s the information-equivalent of the closing scene of “Raiders of the Lost Ark.” Too much and no way to find it. The reality is that you gain nothing by offering information or content that no one can access and use.

While you’re at it, try to resist the urge to create a massive pile of paper for every product and every event. Why? Because those attendee bags crammed with beautifully designed brochures, product sheets and business content often end up in the trashcan in the hotel room. It just slows you down. And eats up the bottom line.

They Want It Fast & Right Now

So forget the old rules! In “Fast & Furious,” Vin Diesel sets the street on fire with his 1969 Dodge Charger Daytona. Today, you have to drive your content like Vin. How do you do it? Let’s say you’re creating an event or workshop. The speaker is using general information to make a point. However each audience member needs business-specific information to make that point relevant and actionable. One of two things happen:

1.  The audience tunes out while they search for the information they need.

2.  The audience ignores the main point because they can’t do anything with it.

Either way, you’ve blown the opportunity. Now picture the same scene with business-specific information you make instantly available. The audience is focused, engaged and actively personalizing the information. Of course it takes effort, but it needs to be an integral part of the content design. Access to the key information is one of the most important parts of the audience experience.

“Provide the least amount of information the audience or end-user needs to do what you want them to do.”

One of Johnston’s Laws

Turbo Info

People simply don’t need everything. They need just enough. Make the business-specific information available on the event website, build information access into your event application or just hand them a flash drive. Please notice I said business-specific.

Don’t just load them down with endless facts and documentation. That’s what we learned in Make Your Audience Do What You Want – Hit Them With a Lightning Bolt. Facts are useful ONLY when they can be used to create customer/audience value. Give them content that’s unique to their business or situation. People want insights more than information!

And be sure to develop the accessible or downloadable content as you develop your event, marketing or communication content. Don’t make it an after-thought. In fact, you might want to do it first. Got it? Now you’re picking up some speed!

Speed in Your Business & Relationship

Next, take a look at your organization and your relationships with the people you depend upon for success. Time is always a factor in business. Are you and your company optimized for speed?

Speed of response or delivery is a client benefit. Every second that content, communication, concept or production is delayed is a missed opportunity. It doesn’t matter if you’re inside the company or an outside supplier: The cost of that missed opportunity means you are leaking money. Clients, executives, consumers and the audience aren’t waiting.

Learn to move quickly and you’ll discover that:

Speed is cheaper. – Paralysis by analysis is like sitting in a traffic jam. Intelligent decision-making is important, but sometimes we debate every option until all the alternatives are gone. And switching around costs time and money. Make a smart decision in a timely manner, because the last choice is seldom the best choice.

People love speed. – It doesn’t matter if it’s external or internal, every project begins – behind. No one likes delays. Remember, clients will pay for speed.

Speed is the great equalizer. – Being flexible, nimble and offering rapid response are benefits your competition can’t easily duplicate. Think fast, execute quickly and the “other guys” can’t catch you. Be positive, energetic and anticipate the change or need, and you will drive results.

To Drive Results – Be Fast & Furious

It doesn’t matter if you are working with an audience, end-user, client or executive:

Don’t make them wait for content.

Don’t make them wait to value and use the important points.

Don’t make them wait for response or delivery.

Don’t make them wait for what they need to deliver the desired results.

Let your speed, flexibility and response blow people away. Stun them with your efficiency. Overwhelm them with instantly available content. Be known as the person who gets things done – fast.

Accelerate the process. Push it to the “red line” and see how quickly you can deliver. Get in, get it done, get paid and rehired while the competition is still on Google Maps looking for the address. Leave the other guys exhausted.

Just imagine crossing the finish line, hair blown back like Vin Diesel – okay, I know – ready and able to tackle the next big thing. You flash that 1000-watt smile and say, “If you’re waiting on me, you’re backing up.”

 If you want to know more about making speed of deliver a competitive advantage just click on CONTACT US and get in touch.

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