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satisfaction, etc. Some companies conduct an exit interview with
their staff when they are leaving; a good idea but is that a bit too
late? Is it better to pro-actively look after the employees before
they leave? It could also be that the wrong kind of employee is
employed.
Being proactive about feedback is very important. The process of
gathering feedback with the intention of making corrective action
is the best way to constantly improve the performance of the
company. Most small companies have no idea of the importance
of feedback therefore, they completely ignore it to their detriment
long term. The best way to ensure that this process is executed is
to create a deliberate plan for implementing it. This is very easy to
do if you have a team. You may nominate one of your team
members to be project leader for the feedback process. They may
then report periodically (ideally weekly) so that the corrective
actions may be accomplished promptly.

ENVIRONMENT

When you put your car on the road, there are a lot of environmental
factors to contend with like traffic lights, toll gates, bumps, speed
camera, weather, other road users, etc. You must navigate all
these external factors and drive safely to reach your destination. It
is the same with your business. Ironically, most business owners
act as if the environment remains the same all the time, they just
respond without forward planning to navigate through these
factors. When I started my eCommerce business about 12 years
ago; very few people knew about AdWords. We had the field to
ourselves and made a lot of money. Then it changed suddenly to
the extent that we were unable to break even on our advert
spending. Out of panic, we started exploring alternatives and we
found that Facebook advert was cheaper and more effective, we
jumped on it and started making money again. Then we also found
that if we could learn a bit more about how to make AdWords work
then we could still make money like before. We attended courses
and spent hours perfecting keywords planning, targeting,
budgeting, testing, etc. So the adversity turned out to be an
advantage because we learned how to make Adwords work again.
So now we have two pipelines instead of one; Facebook and

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