Part 4 | Backstage Processes
In this module we are going to walk through the steps of creating a backstage process that will bring the Customer Narrative to life.
Once you have your Customer Narrative completely documented, you will go through every step in the narrative and outline what processes need to be created to make sure it happens. You will want to be clear about what you title each process by naming it similarly to the title for the front end narrative.
For example, the first part of the narrative in the last module was “clicking the Facebook ad.” We would then call the backstage process “creating the Facebook ad for the customer.” This backstage process would include the details for the following actions:
- Set up a pixel for the website
- Set up a campaign
- Create different ad sets with different audiences and different images
- Write text for the ad
- Write headline
- Set up a budget for the ad
- Test ads against each other
- Review stats
Most organizations don’t even have this much direction. So when someone goes to take action, they fail and come back to you and say they failed. But if you really sit down and detail the full process of creating an ad start to finish and then you record yourself doing it, then all the employee has to do is click on the process and all steps are there, along with a video of exactly how to do it.
The beautiful thing about this is that they can pause, rewind, try it out, and do it all without coming to you as the manager. Otherwise they are coming to you with all sorts of questions and when another person comes in, you have to explain the entire process again. Instead of spending all the time training each new person, you spend one time to set up a process that is repeatable. Then you can delegate to a tactician that can follow the process for you.
How to Create Processes
You may think you don’t have processes, but the truth is that they are all in your entrepreneurial founder brain. You need to get them out of your brain or out of your employees’ brains and into a place that exists separately from all the people. One way you can do this, especially in the beginning when you are training someone, is to only allow yourself to speak to your new employee through recorded video and written processes.
Don’t have tons of meetings, don’t sit down in person and train them. Create a process and put it in a place where everyone can access it. Do not send it through email. At The Life Coach School we use SweetProcess, Basecamp, and Dropbox. All that matters is that you have a centralized location that is hosted by the business and not on anyone’s personal computer. Keep it clean and updated. Do not maintain archives there, only the most current items.
Check out the video below for an example of how we create processes at The Life Coach School:
Benefits of Creating Processes
When you create a process, it becomes an asset to your business. It becomes a repeatable process that anyone can come and execute. The goal is that you can have someone come into the job cold, understand the process, and then be able to execute on it.
Creating processes helps you to identify problems and know how things are done in your business. If there is ever a problem, you need to ask what went wrong with the process. It makes things neutral. “Did we create the right process and did we follow it?”
If done well, you can go on vacation for two solid weeks and know that your employees have every process they need to keep the business functioning. You will need to delay the instant gratification and slow down enough to create those systems and processes and keep them accurate and updated. But if you do, you will have a business that can scale beyond your dreams.