Edit your way to success

Editing is the most important activity for a writer. Writers need ideas, structure, and to make their prose sing, but all that hard work is wasted without editing. How do I know? Because too often I’m a lousy editor! Editing always improves my writing and my thinking.

It’s just as true in business. What we exclude is more important than what we include. Here’s why:

1. It's difficult to serve a defined customer niche exceptionally well. But it’s much more difficult to serve many markets. The Virgin Group try to make their brand elastic, but the failures of Virgin Cola, Virgin Brides, Virgin Cosmetics and Virgin Vodka demonstrate that it ain’t so easy. Define which markets to exclude, so as to improve the message to your chosen market(s).
2. Too many priorities means nothing gets done well, important stuff gets missed, and half-finished jobs tug at your attention. To Do lists should be edited ruthlessly: Delete, Automate, or Delegate. Doing is a last resort but it means that important stuff gets done well.
3. Cluttered filing systems (paper and electronic), full in-boxes, unread books and magazines are a constant distraction if left unattended. Keeping things “just in case” seems to be in my genes, but when I force myself to shed the junk my mind is clearer and more focused.
4. Exclude “nice to have” objectives from your business plan so as to free resources and thinking time for essentials. It’s more motivating at the end of the year to see that all objectives were achieved, rather than a long list that gets quietly forgotten.

Editing, excluding and choosing are easier to write about than to do, but are hugely effective as a business tool. So if in doubt: edit, edit, edit!