By James Cronk
According to Albert Einstein, the definition of insanity is doing the same over and over again and expecting different results.
With that premise in mind, take this simple test to determine if this blog post is directed at you. Simply answer yes or no to each statement as it applies to you.
You will be welcoming back every employee from last year, regardless of performance.
You copy and pasted last year’s marketing budget without knowing the ROI for each dollar spent/
You took last year’s expenses and added five per cent for inflation.
You haven’t surveyed your members/customers in the last three years, but you do listen to the “dirty dozen, the “squeaky wheels,” the ones who have their own best interests in mind – you know who they are!
You believe the golf industry is just oversupplied and it’s just a matter of time before things correct themselves.
You have faith that your new discount offer of “Buy 3 and Get 1 Free’ will somehow grow your revenues.
You think your managers have a master plan that they are following that gives them clear and measurable “smart” goals that are aligned with the club’s strategic plan (you have one of those right?).
You allow your board of directors to sit around asking you about why the french fries seemed soggier than last year, instead of considering a long term plan to address an annual decline in new members.
You expect your staff of millennials to appreciate the wonderful work environment that your facility provides as sufficient compensation for their efforts to go above and beyond.
You believe that you are a critically-minded, innovative and a creative leader, yet in the past five years you haven’t seriously read any business books, attended any education seminars or consulted with your peers on best practices.
If you are doing most of the things listed above and you expect to get different results in 2019 there’s no doubt about it, you’re a poster person for Einstein’s theory.
According to me, although not as smart as Einstein (but really really close if I do say so myself), the definition of insanity is not taking the time to take a hard look at your plan, your people, your processes, and finally, yourself in the mirror.
The most consistent thing that I find with clubs that are struggling is the lack of critical thinking by the management team. They are afraid to not only change, but even afraid to talk about change – too many hurt feelings, too many sacred cows, too many bland opinions and not enough leaders.
Make 2019 different than years past. Make it the year that you take a critical look at your plan, your people and your processes so that you can make improvements that lead to more profits.
James Cronk helps golf club owners, general managers and golf professionals by providing coaching, consulting and training services to meet the needs and budgets of any client. A speaker, coach and consultant, James delivers his Powered On message around the globe and his Get Powered On Blog is now being published on four continents. He can be reached at james@cronkgroup.com