In a skiing adventure with his 14-year-old son, Rich Christiansen, author of the zigzag principle found himself at the top of a daunting black diamond slope. Instead of panicking, Rich taught his son to zigzag down, and they made it without a hitch.
This skiing lesson turned out to be a metaphor for Christiansen’s approach to business. He applied this ‘zigzag’ strategy when he and his business partner started a business with a mere budget of five grand. Initially, they planned to go from A to Z, make a bunch of cash, and be the next big thing. But as they got into it, they discovered the necessity of interim goals – like finding cash, getting the right people on board, and growing at a pace that made sense.
What is the Zigzag Strategy?
The best way to go from point A to B is not a straight line, it’s a zigzag route. Zigzagging is a deliberate and methodological process. The idea is to attain smaller goals first, and periodically check where you are so you can make needed corrections and modify your course.
If people go directly from point A to B, often the following happens:
- Hesitation at the Start Line: Some people dream big but never make a move. Deep down, they might be worried about failing, so they end up not even trying.
- Burnout Before the Finish Line: Some take off like a rocket toward their goals. They’re all gas, no brakes. And so they burn through their resources way too quickly and can’t make it to the end.
- Missing the Moving Target: The last group goes for it with a laser focus, not looking left or right. The problem is, that by the time they reach where they’re headed, things have changed. Their big idea isn’t so relevant anymore.
Before you start….
You need to take some time to build and fuel your vehicle first and this can be done by tackling these 3 things:
- ACCESS YOUR TRUE RESOURCES: A straight-line mentality we often undertake is that “we need to have money to succeed in business and to reach our goals in life.”
Yes, at some point it’s required if we want to reach our goals. However, money capital grows out of the knowledge and relationships we have. Moreover, the pace at which it grows is influenced majorly by our passion.
Relationship building is a never-ending opportunity that sets the foundation for zigzagging. But make sure that you:
- -First, do the right things for the right reasons
- -Second, never use people.
2. IDENTIFY YOUR BEACON IN THE FOG: While we may always want to know exactly where we’re headed, life and business often involve navigating through uncertainty- much like moving through the fog.
It’s important to distinguish between aimless wandering and moving toward a well-defined, ambitious goal (your ‘beacon in the fog). This beacon will guide you through the uncertainty, and provide a direction even when the path isn’t clear.
3. GET A GRISP ON YOUR VALUES: It’s crucial to start with a strong set of principles or values.
THE 3 ZIGZAGS
Zig #1- Drive to Profitability
This is the first and most important step in any business. Profitability means being able to cover all your expenses and having enough money left to support your growth. While it’s often easy to find initial funding, whether through credit, loans, or family, the real challenge is creating a business that brings in steady cash.
When starting a business, the first question to ask should be about what skills or advantages you have that can lead you to make money quickly. The focus doesn’t have to be perfectly aligned with the ultimate goal, but close enough to move you forward.
Rich mentions the 80/20 rule, where 20% of the effort leads to 80% of the results. Success is about focusing on the actions that lead to the majority of results, not getting hung up on perfection. It’s profitability that matters, not having every detail in place.
Finally, he discusses the concept of ‘failing efficiently.’ This means setting a time limit for achieving profitability and being prepared to walk away if that goal isn’t met within the timeframe. This prevents bigger losses and more significant failures that can happen if you keep pushing a failing business model.
I’m sure you’ve heard of the sunk-cost concept! 😉
Zig #2-Add Processes and Resources
Adding processes and resources is the next step after achieving initial profitability in your business.
With the cash you’ve earned from that first success, it’s time to invest in the right people, and any other resources necessary for growth. This phase can be difficult for some because it often means letting go of micromanaging and trusting new team members to fill in your knowledge or skill gaps.
Zig #3-Adding Scale
After achieving profitability (Zig Number 1) and adding necessary resources and processes (Zag Number 2), it’s time to expand. Zig Number 3 is about creating a model to quickly replicate success and distribute your product widely. This stage involves a change in mindset from doing and managing everything to a more strategic role where planning and intellectual effort are key. It’s a complex phase that many find challenging.