What’s your “specific?

I‘m a big fan of Seth Godin. He‘s one of those folks who understand viral marketing and online media better than just about anyone, while recognizing that one size most certainly does not fit all.

In a recent interview, Seth was asked why he didn‘t Twitter. After all, he‘s into social media, right? His response made perfect sense-he‘s great at writing his marketing blog. He’s great at writing his books. He‘s great at being Seth. But if he had to add another element he’s not great at, doesn‘t necessarily enjoy, and had to divert valuable time to that would be better spent elsewhere, then:

All of a sudden, I‘m a wandering generality instead of a meaningful specific.

It hit me that‘s what‘s happening in a lot of retail stores right now. Customers are shifting gears and cutting back, so why shouldn’t you be too? I don‘t mean cut back on inventory or cut back on staff–I mean cut back on how many bases your store is trying to cover at one time. I mean find your “meaningful specific.”

That said, here‘s your homework assignment.

The materials:
A big piece of poster board, four Sharpie markers (black, blue, red, and green), an egg timer, and your staff

The process:
1. Lay the poster board out on a table where everyone can see it. Grab the black pen. Set the egg timer for two minutes. In that two minutes, have everyone shout out all the services and options you offer customers…everything, paid or otherwise. Gift wrapping. Personal shopping. Seventy-two styles of dinner plates. Largest selection of cocktail napkins in the area. Custom pillows. Go for it…name ‘em all, and scribble them on the poster board as people shout them out. The two minutes will go quickly, so get people fired up before you start the timer.

2. Set the timer aside, grab a red marker, and as a group, select the five things your store does best from the scribbled mess on your board. This will probably include discussion, and possibly debate, which is fine. Circle those five items. (Bonus: Processing as a group not only helps you see where your employees’ heads are, but gives them a sense of ownership in the process of discovery.)

3. Next…blue marker. As a group, select the five things your store does passably well, but not extraordinarily well. Circle them.

4. Green marker time. Have each person select one item they thoroughly enjoy most. Doesn’t have to be something already circled; they can choose from the entire list. Each person gets one, including you.

The analysis:
Find anything that’s circled in both red and green. There’s what you should be known for and promote the heck out of. Your customers need it, your store does it well, and at least one person in the room is willing to embrace it with all their heart and soul. Those, dear reader, are your ”specifics.”

Next, look at what’s in red only. You’re already doing this stuff well; ask employees what would make those elements more enjoyable and interesting from their points of view. Call it your Growth List.

Now, what‘s in green only? Are these areas that could be grown too, or are they pet projects that have seen their hey day and need to be retired? Do they fit only a couple of customers but no one else? Or…are they potential hot spots that haven‘t been fully embraced? Think about these from a consumer‘s point of view-—need them? want them? PAY FOR THEM? There you go.

As for the blue stuff…this list, you need to do some serious soul searching over, alone. “Passably well” is not good enough any more. The time and energy you spend nurturing something that‘s just drifting along takes you away from the things you do better, and could grow further (remember Seth‘s reason for not using Twitter?). Time for a little tough love.

In the end, your goal is to find your ”specific” then use it. Shine. Exceed expectations in areas that feed your soul and those of your staff. The good vibes in your store will be great, and your position in the market more secure.

And, if done correctly, you’ll be able to shed some dead wood along the way that will make your load a bit easier to carry.