Like the guy in the picture, we have all experienced this sense of excitement as the year 2020 ends, but the grim climate of the pandemic is still here. Despite all of the unknowns that 2021 will bring and its assurances, one thing that we can control is this: how we pivot in a pandemic-stricken business environment and expand our client reach/audience base.

Develop an action-based strategy with clear/attainable metrics

Hindsight is 20/20, relatively speaking. Usually, entrepreneurs create these grand plans or goals for the entire year, but if you are anything like me: I struggle with just trying to decide what I am going to do tomorrow, next week, or a month from now. That's why I am starting the year with a 90-day plan that focuses on a single area of opportunity/growth for our business. That doesn't mean that I am going to neglect everything else; however, I will be more intentional/strategic.

If I am honest, numbers can be defeating but it is a necessary exploration; so, prior to the end of 2020, I did a Year in Review for our business to gain a complete picture of our story. A few times, I did look at the numbers and think: Hmph, I thought we did a better job here. But all of this transparent, introspection led me to create a 90-day plan that includes the following:

• The creation of an overarching goal for a particular area of focus | Focus Question(s): Based on my areas of opportunities, which area, if I heightened my focus, would have the greatest impact on the organizational structure, business capacity, and audience/reach?
• A definition of success for an identified focus area | Focus Question(s): What does success look like/feel like/sound like from a business and client perspective? 
• The development of small, bite-sized action steps | Focus Question(s): Based on my definition of what success looks like, in relation to my identified focus area, what realistic actions do I need to take? Can each action be attained within a week's time frame? If not, my  actions are too big. This is the phase/stage of refinement and reassessment, as needed.
• Quantify your identified focus area | Focus Question(s): How will I know once I have attained success within this particular area of focus? As a entrepreneur, how will I measure success? What metrics will I use to gauage the impact of my actions?

However you decided to navigate 2021, recognize that business requires a strategic plan, consistent work ethic, accountability, and continuous improvement to reach your desired goals.