How many times did you hear the phrase “Best Practice” at work? Whether you work in the marketing, business development, sales, or any other department – where is the best practice, is the common phrase that juggles between the departments in any given organization. This commonality does not prove that it is the right way to do business, and does not either denies the fact that it can contribute towards its success. It is the fear of trying on our own what makes the use of best practices less attractive to any professional, though we all admit the good in using them – and this is the greatest paradox of our professional life. Organizations however, can’t afford to do things wrong; they are always trying to find ways which have been previously tested to create certain procedures, or to guide them on how to interact with the customers, and/or to market their products and/or services – and they have all the right to have these concerns. Any market nowadays is very competitive, and there are fierce price, innovation, and product/service wars between companies. But the concept of innovation connotes with leadership (market leadership) and such can only occur with trial and error, which imposes the important question: when companies should promote the adoption and use of best practices?

Beginner Companies:

Best practices assist in removing all guess work connected with planning for beginner companies – marketing, business, and operational wise. They provide the support required to get funding for initiatives by providing a technique of work that works. They allow decision makers to make decisions with much more confidence that what they want to achieve is somehow guaranteed; giving a cushion of security when taking the decision. But, the use of best practices should be limited to the techniques used by other companies to produce penetration strategies to a certain market, policies, procedures, and not products, services, and/or any of the core marketing activities which can be used to reach the customer segment. It is vital to differentiate between what can be adopted and what must be created; it is vital to have a unique brand, a unique product/service, a unique selling proposition, and a unique market-ship to be able to attract the customers and convince them that your product/service is better than what they are currently using or adds quality to their lives by solving a problem or making it easier.

Mature Companies

They have reached their limit of creativity, with no other means to produce further profits or attract more customers to their clientele base – a marketing myopia effect might have taken place. Best practices at this stage of the company’s life cycle provides a new perspective of looking into the business, the market, and how to further reach other customers. It is additionally recommended to start hiring employees, providing a fresh perspective and best practices of their own from adjutant or even different types of organizations. The use of best practices should be ample; the core activity is to change the brand image (to fit within what is perceived by the current customer base with no alienation-effect created, while attracting other customers to the company).

Who should be involved in promoting and adopting best practices?

Typically, organizations have their own marketing or research or R&D departments that allows for the adoption and promotion of best practices by other departments in the organization. But, sometimes the departments in a given organization that the effort on their own to start looking for best practices to automate their operations – which is very risky on the long-term. What leads to maturity in the market place is not the brand, is not the marketing department; it is the mindset of the departments in a given organization of wanting to feel “safe” when doing business either internally or externally. Sometimes it is great to be different, to allow the chance for trial and error to create your own processes, your own approach of doing business, or your own way to be unique. Best practices are like antibiotics, they fight feelings of insecurity but they should be used with limited doses for the side effects not to take place. Thus, it is vital for a specific department within the organization to control the use of best practices, to provide them for others within the organization, and to make sure they are not overly used.

When not to use best practices?

This is a great tool that allows you to feel safe, to feel in control of the company, and to make decisions with ease. But, being safe does not allow for profit generation – and as we all know the wisdom of “with a great risk, comes a great profit”. Companies who were built on the concept of being different – on the concept of innovation – did not utilize best practices to produce their products/services. Steve jobs did not create a survey to understand the market needs and come up with an Apple computer and later and Apple I-Phone; because the customers did not imagine that there would be a computer that can do what Apple provides, or even that a computer company can create phones in a such a unique way and compete with phone/mobile producing companies and overcome them in their own market. When wanting to be different, and having the guts to do so, then be creative. It is great to understand how the market operates, but do not understand it too much not affect on how you and your company or your department operates. Innovators in business create change, and to be a market leader you have to be different, offer something different, and create a change.


Where to find Dr. Islam Gouda,