The Magic Ratio: How to Focus Your Efforts for Top Productivity

In this new episode of the Pro AV Podcast brought to you by MarketScale, host Sean Heath tackled a topic ever-present and challenging in all industries: change. How do you manage it, how do you deal with it, and how do you make sure it doesn’t derail your productivity? Evan Green, founder and chairman of Personiv, a global leader in outsourcing solutions and author of Beat Your Competition: 3 Key Principles of Successful Outsourcing, gave his perspective.

To successfully manage change, first, you have to embrace it. That means knowing your company’s identity and recognizing what you don’t know.

“I think a lot of people get trapped into obvious thinking, so they spend a lot of time maybe a whole career trying to stay above water without really knowing their business,” Green said, naming Kodak, now defunct-Blockbuster, and ailing Sears-Roebuck as examples.

The next step is sometimes the hardest for entrepreneurs, Green admitted.

“Focus is key. There are too many examples of companies and entrepreneurs who die of indigestion versus starvation. They’re chasing too many shiny objects,” he said.

He also shared the two books that have given him the most insight in his life and business, and explained Pareto’s 80/20 rule as a “magic ratio” to focus on what makes a Pro AV business irresistible to an ideal customer and be successful.

“Success is delighting your customers,” Green said, explaining how focusing 80 percent of your efforts on target activities can be the formula to success.

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