FAQs about Ben M. Bartlett
So what exactly do you do?
I am first and foremost a strategist (more traditionally known as a strategic thinker & planner). Now in case you're not too sure what that is, the Collins dictionary defines a strategist as "someone who is skilled in planning the best way to gain an advantage or to achieve success." Specifically, this involves:
- Getting clarity and an understanding of a client's current situation, problem or challenge
- Gathering research data and market intelligence
- Analyzing intelligence and data using proprietary analytical tools and processes
- Identifying points of competitive advantage and weakness, uncovering root causes of problems and issues
- Creating strategies, tactics and ideas to take advantage of opportunities and to counter threats
- Solving problems and fixing issues
- Formulating plans and systems
In addition to being a strategist I also provide high-level coaching, mentoring and advice to CEOs, business owners and executives. This is designed to help them better execute their strategies, tactics and plans, and to improve performance. Improved performance can be measured in a number of ways and includes:
- Stronger competitive positions
- Increased sales and profits
- Stronger, more vibrant brands
- New and innovative products
- Faster sales cycles
- Higher employee morale and reduced staff turnover
- Improved ROI on marketing spend
- Better leadership and management skills
What is your philosophy on business performance?
Firstly, the foundation to business success is effective strategic thinking and planning. The reason? Every result you achieve in your business derives firstly from your ability to think strategically, create powerful strategies and tactics, and then formulate actionable plans. Sure, proper execution is essential. But, execution must be built upon a foundation of a solid strategy and plan.
Next, successful business performance/execution is based on your ability to control your environment. Put simply, control your environment and you control performance. Control performance and you will get the results you want. Therefore, in your planning, preparation and execution, your main focus should be on dominating the environment in which you compete.
Further, in every business there are three key areas where superior strategic thinking, planning and execution is essential, and it is in these three areas that I work with clients:
- Business and competitive strategy
- Marketing strategy, planning and systems design
- Strategic HRD and high performance
My Strategic Business Growth Grid, shown here, highlights the importance of these three areas:
Your overall strategy sets the foundation for how you will compete and this is where you establish a high-value, hard-to-imitate business model and brand.
Next, your marketing system drives your business strategy, builds your brand, and converts brand awareness into customers.
Thirdly, everything you achieve in your business is dependent on the skills, values and subsequent performance of your people. And this is represented by the white key in the centre of the grid.
In terms of strategic human performance, a crucial component all high-performing organizations possess is a well-defined values system, which comprises their values, beliefs and behavioral expectations.
In turn, these organizations hire people who not only possess the right skills, they also believe in the values system of that organization. This system then produces behavior, which is what creates a business's culture and organizational brand, and generates results.
What's in your toolbox?
My work with clients integrates sports performance, business strategic planning and creative thinking principles and includes a range of proprietary tools and systems such as the SmartSWOT Strategic Planning System and Tools. These tools differ significantly from traditional analytical and planning techniques in that they rely heavily on creative thinking and visual planning. This is in contrast to the numbers and "left brain" focus used in traditional planning.
Other proprietary tools and systems include SmartSWOT One Page Strategic and Marketing Plans.
Specifically, what sort of projects have you completed?
For more than ten years I've assisted businesses in such industries/sectors as financial and investment services, retail, manufacturing, fast moving consumer goods (fmcg) and technology, with clients ranging from corporates to SMEs.
In terms of results my work has helped to generate in excess of $100 million in additional business for the firms I've worked with. Not only that, it has also saved them millions by helping them to make better decisions and avoid making costly mistakes. And the types of projects and assignments completed? These include:
- Advising boards, CEOs, managing directors and senior management on strategy and helping them to develop and improve strategic direction
- Developing and writing strategic and marketing plans
- Organizational troubleshooting and re-structuring businesses and business units
- Creating new products, re-invigorating existing products and designing product launch initiatives
- Strategic branding (including brand positioning and naming) of products, services and businesses
- Designing and developing marketing systems and processes to help firms more effectively raise brand awareness, improve conversion rates and generate higher sales at better gross margins
- Auditing workplace culture and introducing initiatives and systems to improve performance
- Coaching leaders and managers to improve strategic skills
Some of this work has featured at industry conferences in both New Zealand and Australia, has won me prestigious awards, and has even been subject to legal action being taken against others who have stolen my ideas, concepts and plans. (Although it is frustrating and annoying, in some ways intellectual property theft is a back-handed compliment).
You often use sports metaphors to help explain business and performance principles. Why?
Firstly, the fundamental principles that drive both sporting and business performance are identical. For instance, both a CEO and a sports team need to learn and know how to analyze and problem solve, formulate effective strategies, tactics and plans, and then execute with precision. Now the technical requirements and domains will be different, but the desired outcomes will be identical.
In addition, sport is a domain that many people can relate to, so comparing sport with business helps make it easier to explain business concepts.
My view is that you will learn more about business strategy and high performance by learning, following and coaching a sport – especially a team sport. Furthermore, I firmly believe that sport and fitness is the best way to learn important life skills such as leadership, teamwork, strategic planning, playing to a game plan and overcoming adversity. And these are two reasons why I complement my professional career with a 15+ year volunteer career as a life skills mentor and sports/fitness coach.
Working mainly with kids up to high school age, my volunteer career focuses on using sport and fitness to develop high performers and to better prepare them for higher education and lives of responsible adulthood. And specifically it involves coaching sports at club, church, school and representative level, as well as organizing and conducting mentally and physically demanding fitness and outdoor pursuit activities.
My coaching and mentoring methods have been described as tough and uncompromising. However, by applying the principles of strategy, planning and high performance I've been successful in producing championship-winning sports teams in rugby, cricket and touch rugby, assisting at-risk youth from low socio-economic areas to transform their health and fitness levels, and helping kids to overcome their fears and develop self confidence.
Can individuals apply your principles to improve their personal lives?
Absolutely! And on a personal level I have a strong interest in applying the principles of strategy, planning and high performance to such areas as health, fitness, education and family.
As a recreational masters athlete I compete successfully in shorter-distance athletics events (I've also run 3 marathons), lift weights and play competitive touch rugby with, and against, many players less than half my age (I'm 48). And, I can still compete with a number of the high school seniors I coach – some of whom are representative players – in standardized fitness tests.
In terms of education, my professional and volunteer career is underpinned with a theoretical background that includes an MBA (with Distinction) from the University of Waikato in Hamilton, New Zealand. I'm also a voracious reader – mainly research papers, articles and books related to business, health and fitness, strategy, high performance and human behavior.
With regards to family I'm married (more than 20 years), have three sons and enjoy supporting my sons in their sporting and academic pursuits. And infrequently, I can be seen accompanying my wife on her shopping trips.
