Efficiency and Effectiveness

Winners win in business and beat the competition not because they work harder. In fact it’s not even clear that they win because they’re more creative.

The secret, I think, is in understanding that  “efficiency is doing things right; effectiveness is doing the right things”.

Both aren’t obvious, because both changes.

Let’s look at effectiveness. Your effectiveness changes by culture, by seller, by reader, by buyer, by product and even by the day of the week. But those that manage to understand effectiveness, then can  be efficient making sales and growing. Winners win by perfecting the things that matter.

Both parts are hard to do, especially when you’re surrounded by people who insist on meeting and working on the stuff that makes no difference at all.