In my opinion, Robert Craven is one the UK’s leading authorities on UK Small and medium Sized enterprises. He runs The Director’s Centre which offers “been there, and done it” support for medium sized business that have hit a ‘glass ceiling’ and have run out of ideas, steam, or the will to carry on.
What I like about Craven’s style is it is simple, clear, direct and works – I find his style refreshing and quite rare. He has just launched a business club for small enterprises who perceive that they can’t afford business advice and assistance. Since ALL consultancy operates on a ‘results basis’, whether charged as such, means that small business owners lack the faith or insight as to the business opportunities in their niche sector or marketplace. The business club benefits (newsletters, videos, downloads etc) act as ‘education’ helping to bring the business owner to the point of clarity and purpose when they can see the opportunities and can sense a rising confidence to go after them. Craven emphasises that ‘you can’t do it one your own’, which is absoutely true.
Finally, I come to the aspect of what I would do if I were Robert Craven. What could Craven do, occupying as he does the position of a leader in his marketplace (Consultancy). Anyone involved in assisting SMEs wishes to help raise the standards and expertise of small business management. As a market leader in UK Business advice and assistance Craven also needs to protect himself from business consultants trying to use or cheapen his business material. So what’s my suggestion? It is simple. Robert Craven (RC) already does a fantastic business presentation for UK SMEs in his business series: “Lets talk, More profit”. Market himself/rebrand himself as a business guru ‘celebrity’, increasing his ‘reach’. He is already known as an author but he would benefit from raising of his profile. Creating a top quality DVDs of his material (e.g. More profit and Bright marketing) and, with the help of the best PR in the business, he can try to -reposition himself as the celebrity business guru, such as the like of Alan Sugar. Does this need TV to achieve it? I suspect it does, but that is where professionals come in. The point is to rebrand Craven as a celebrity (i) is achieveable and (ii) which bring him all the rewards he deserves (increased prominence, respect for his materials, financial return etc).