I read about Calvin Klein starting out, years ago, before the brand became the icon it is today. Apparently, he would run through the streets going from fashion house to retailer to fashion house to another retailer, trying to sell his brand to them. Whenever I see a Calvin Klein billboard, I see this image. I remember it when I’m buying stationery at 9:00 pm, getting up early to write the third draft of a proposal, or when I’m making sales calls from my boiling hot car at lunchtime in the middle of summer. This is the cost of building a business.
Our aim is to keep reducing these costs and increasing their profitability.
But often we end gain. That is, we take short cuts to get to the finish line or want to win without running the race. We expect to have the billboard before the sweat.
I had a client who suffered from this. She impatiently expected results without being in the moment to realise how she could maximize her time, and her sales. A lesson I know only too well. One I’ve had to learn myself.
Are you end gaining? Or are you starting the year with well-laid plans, unafraid to take a leap but not too impatient to reach the finish line?
To your success
Michael Neaylon
Author of the forthcoming book 'Marketing Makeovers: How to Bring In Big Money For Your Small Business.'
michael@mcme.com.au
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