At the weekend, Djokovic battled past Kyrgios for his seventh triumph at Wimbledon and his 21^st major crown.

As you know, I love a sporting analogy, so this week is all about the importance of knowing the Right and Left in your business (and it’s not what you think).

Look at this wall…

Pretty empty on day one of Wimbledon.  BUT imagine what it looks like by the end of the Championship.

I want you to imagine this wall as YOUR Business.

Every customer of yours is like a finalist – at the far right of the board.

Think Djokovic; just by looking at the Wall at the end of the championship you can trace the path that he took, how he got to the finals, what he went through, the struggles he experienced, the moments he managed to turn the match around.

Now, go back to YOUR last 20 customers:

• How did they get there?
• What marketing worked?
• What really performed from a business perspective?

We call this the Right to Left – the Customer Backward.

Powerful, right?

Now take it the other direction – Left to Right.

What happens to every single entrant; the knockout from each round? Think of this as every lead that comes into your business.

• When did they drop out and why?
• What didn’t work in your business – the marketing? The customer journey? The sales process? A team member? …

This we refer to as Leads Forward – Left to Right.

Can you see that in your business you need BOTH?

This week look at both the Right to Left AND Left to Right in YOUR business; What gaps are there? What more can you be asking your business?  What lessons can you learn and then implement and measure?

Martin Norbury

Investor | Business Mentor at Advocate | Author of I don’t work Fridays