Small Business Tips Blog

When to hire an advisor

In George Orwell’s essay, “The Prevention of Literature,” published in 1946, he speaks of a time when freedom of the press was oppressed, and defining your own purpose was too individualistic and “dangerous.” In a short time we have reached the other side of that spectrum; it is frowned upon if our purpose cannot be distilled to sentence-length. To “coast” or be satisfied with status quo can leave us in the dust, particularly business owners. The days of devoted, loyal clientele are no more, and attracting and selling to new generations is not as straight forward or simple as it once was. But how does a business owner know what thread to pursue to keep a business current and thriving?

There are many reasons a company or organization might outsource an advisor--financial advice, insurance reasons, succession planning, building internal culture. But rarely do we think an “outsider” can solidify our business’ purpose, know where to take our business momentum, or how to instill team initiative.

If uncertainties circle your business direction, if you are asking “Why” when you have chosen to take an action, or if your business and marketing strategy is moving you one step forward and two back, an advisor may give you an opportunity to step outside your own story.

An advisor can help with:

1. Setting the right objectives that will fulfill the business vision.
2. Getting owners to think ahead. What’s next for your business?
3. Answering the hard “Why” questions. Why should I invest my time and money into this action? Why will it benefit my business?
4. How to plan and execute to achieve results. Deciding the right timing, accepting change, and managing outcomes once a change is put in motion.

For Julianna Veldtman, Director of Whitebox Communications www.whiteboxcommunications.com, advisory work is like coaching a business to the start line.

“I don’t run the marathon with you, but I coach you to get to the start line and give you water along the way.” An advisor can help you determine if running a marathon is even the right challenge for you. Would a triathalon or learning to climb mountain rock faces be more aligned with your company vision?

Julianna also asks, “Does your organization have the right foundation to accept the success and recognition that may come with the event? For example, does your company website represent who you are? Are you relaying a brand that you are proud of, can speak to, and is consistent?”

Orwell was something of an advisor in his time, writing stories and essays on topics a coasting society may not be cognizant of without a poke or prod. Knowing the purpose of each decision made to advance your business instills confidence to “dare to stand alone.” An advisor can help you get to the bottom of the “Why,” while keeping you focused on and accountable to your business direction and purpose.