It's about the content

Guest Contributor: Chris Barrow
Chris' Posts - Chris' Blog


We recently wrapped up the last meeting of our 2007 Dental Mastermind Group and, at the conclusion of the day, revealed the plans for our new business in 2008 - a merger between the individual coaching practices of Chris Barrow (The Dental Business School) and Simon Hocken (Jump Coaching).

Inviting feedback from the delegates on their "shopping list" for 2008, we were surprised not by the subject matter but by the order in which it was presented:

They want:

1. Content - ideas and market intelligence, plus the "how to" of successful business practice (toolkits, templates, systems, standards, models);
2. Community - a business club of like-minded practice owners who are committed to a bigger future, and
3. Confidence - an attitude focused on success, inspiration and authenticity in current and future market conditions

Our surprise was the emphasis on content - we thought that community would be the most important - after all they play golf the afternoon before the meeting and seem to keep the hotel bar open until the early hours!

But no - it's mainly about content - about cutting edge ideas that will keep them ahead of the competition.

So we have carefully (and quickly) revised our 2008 offer to read as follows:

For Principals - The Breathe Business Club(TM)

The Breathe Business Club(TM) will be an elite group of practice owners (just 15 at each of our core locations) who are at any stage in their career, but recognise the benefit of meeting together in a peer-group environment to focus and accelerate their progress.

As well as coaching and conference calls, email reporting, and an on-line forum, the focus of the Club will be quarterly meetings, which will take place over 2 days and will be facilitated jointly by Chris Barrow and Simon Hocken. This is a forum for sharing contemporary ideas and solutions to meet the demands of running a successful business, concentrating on 4 key areas of advanced business planning:

1. The Profit Accelerator(TM) - how to maximise the productivity and profitability of your practice using 21st Century business models

2. The Sales Accelerator(TM) - how to increase and maintain the flow of qualified new patients and high-value treatment plan sales

3. The Team Accelerator(TM) - how to build the ultimate ability team around yourself - freeing you to develop your best skills

4. The Systems Accelerator(TM) - a turn-key package of operational systems and brand standards that have been proven in the marketplace

Breathe Core Locations:

• Edinburgh
• Leeds
• Manchester
• Birmingham
• Bristol
• London

And our intention is to massively increase the scope of our offer - from just one to 6 groups around the UK.

In fact, even as I write we are hearing representations from a group in Belfast, Northern Ireland, that they would like us to create a Breathe Business Club(TM) chapter for them.

So we have been reminded of a n important lesson - that branding isn't about how we see our services - it's about how our customers see our services.