Women entrepreneurs, like many entrepreneurs, are too often afraid of change. Change can seem risky and women are risk-averse, or at least that is what the "experts" tell us. Change is also uncomfortable and requires courage. In my opinion, women deal well with discomfort and actually have a lot of courage. But, still, women entrepreneurs tell me that the number one reason they avoid change is "because we've always done it this way". 
Now, you know that the first thing I say to this is that doing the same thing over and over again and expecting different results is the definition of insanity, but still I am comforted with the same answer. The idea that different results could possible mean "better" results has not been seen as a potential outcome.
So, whether or not you believe you have ever said these words, let's see if you are acting this way.
The first example is marketing. When I review a client's marketing plan/strategy I asked the most important question about each expense - why? The client inevitably comments that she has been buying the same ad in the same place because her customer is there. "Really", I say. "How do you know?" Have you ever asked your customer how they heard about you, why they buy from you, or what (s)he reads?" Most of the time, the answer is exactly what you might expect - "Not really." "In other words," I say, "you are just doing the same thing over and over again because you have always done it that way?"
The same discussion takes place with regard to event marketing. When I ask why year after year my client holds the same events, I am told "that's just what we do." When I ask 'why' I am really asking about results. The fact is most entrepreneurs do not measure results as effectively or numerically as they should. If you are not seeing measurable results on how you are spending your marketing dollars than you are not spending them wisely. And, the only way you will know the answer is to evaluate every strategy and dollar closely. If you are spending your hard earned income on marketing and not seeing increased revenue and increased numbers of customers it is time to try something new. Yes, it is time to change your marketing strategy.
My second example is expenses. The first thing I do with any client is to review the income and expense and profit and loss records. I will often ask about a particularly expense and be told that that is just what it has always cost. "Have you ever negotiated a new rate or gone out for an RFP (request for proposal) for a new vendor," I ask. The answer is, you guessed it - "This is just the way I've always done it."
I can promise you that the new competitor in the market is negotiating a better rate than you right now - why? Because (s)he has to to compete.
Everything is business is constantly changing and every entrepreneur must continuously make changes to keep up. Can you imagine me telling you, if you were my client, to put all your marketing dollars into newspaper ads in 2014! I believe you would think I was out of my mind or at least living in the past. Times change, people change and YOUR business MUST change if you want to stay in business.
Your business truly must be a living, breathing entity that can ebb and flow with the universe. I know well that most entrepreneurs find it difficult to ebb and flow, but that is not an excuse for holding your business back.
So, the next time you think to yourself - I do that because that is the way I have always done it - STOP, TAKE A DEEP BREATH, and decide to do something new. Then make note of the change and be prepared to measure the outcome.
Nothing is permanent except change Plato
