The people on the cruiser looked at the people in the speedboat.

“My! What fun that must be. Wish I was there.”

The people on the speedboat looked at the cruiser.

“My! What fun that must be. Wish I was there.”

Of course it depends on how you see things but they are 2 different propositions fitting 2 different opportunities.

The speedboat is fast, nimble, agile and sometimes uncomfortable.
The cruiser, slow, sedate, safe and very comfortable.
They are opposites.
They are different.
They offer difference to different markets.

Now translate this to business.

Perhaps one is a big brand?
The other an independent business?

Both need to focus on what they are, who they are for.
….. and their unique ability.

We are 18 months into our Blog.
So far, we have delivered our promise to write a Blog every day.
We must be saying a few interesting things because our numbers grow weekly.

But Blog writers need a rest and for the next 10 days this writer is resting.
That means – for now – Our Blog is off!

If you are still in business almost 2 years after the first roll of thunder – congratulations.
You got this far, you can do the next bit too.

The death of a business can be a slow demise.
If it is, watch out for these critical warning signs;

-The phone stops ringing.
-Your product or service is still the same.
-You ‘make do’ rather than ‘do what is right’.
-Second rate becomes your norm.
-You start to see the negative in everything.
-You talk negatively.
-You lose heart.

There is no magic solution and no magic answer (unless you count ‘sheer hard work and perseverance).
The answer lies within.
You are the answer.

Prevention certainly beats an imminent end.

I remember a teacher in my youth telling us;
“It’s easy to hit a sinking ship.”
So true and it has served me well throughout my career.

Recently, I was caught in the crossfire of a heated debate.
One, Public sector chap was under attack for “having a job for life”.
Two, Private sector for “being a typical Capitalist”.

They were attacking symptoms rather than cause.
The anger was venting personal frustration.
The bile was magnificently useless to anyone.

It has absolutely nothing to do with private versus public sector.
That is an easy shallow judgment that generalizes the person.

I have met the most remarkably bright, hard working and committed people in the Public sector.
The same in the Private.

In my view, no boundaries, no difference.
It’s us who need to label.
It’s us who pigeon hole.
We are often wrong.
We can look very silly.

Next time, simply look at the person.
Great people, great work and great effort transcend man made artificial barriers.
Next time, tread carefully. Especially before you generalise.

There are people and then there is everything else.
Nothing sells anything – except people.
Nothing represents your brand – except people
Nothing makes a difference – without your people.

You might just have rounded up a few precious coins.
The big question is “What to do?”

You could buy pens and stationery.
You could buy a new machine.
You could even buy a new desk, or chair or even a car, truck or van.

You could re carpet, refurbish or re paint.
You could increase expenses and increase costs.
You might even increase wages.

Go back to the start.
What influences new sales most?
People.

Now ask yourself “What will I do?”

Assuming people are important to you.
Assuming you value them.
Assuming you believe in them.

You now know what to do.

The Hotel Lobby was a busy entertaining place.
I enjoyed my pre-meeting minutes.

Across from my perch 2 businessmen were at one another.
Loudly No.1 said “I don’t need your advice.”
Calmly No.2 said “That’s right.”

I thought about the whole advice thing.
Something very simple occurred. It’s this;

Advice is information. It is also often opinion.
Mostly, if someone offers to dispense a little, it means they want to help.

Thing is, an emotional reaction like No.1 is useless and perhaps even revealing.
You see, advice is often free, often liberally given and often correct.
But, if you don’t like it, you don’t have to take it.
If you take that advice, you won’t get upset next time!

Yes we should always expect the unexpected.
It prepares us for those little surprises that we have no control over.

But, if you know the unexpected is coming shouldn’t you act?

Imagine sitting in a big open field.
You know there is a sniper.
He may even have you in his sights.
You may just be in mortal danger.

What would you do?

You could run for cover.
You could counter attack.
Or, you could get shot.

If you were shot perhaps your tombstone might read;

“It was not unexpected.”

If the unexpected is expected.
Don’t hesitate.
Do something.

John, our Partner, is a wise marketing man.
In this recent post, he poses a very interesting question;

Is it just me or do far too many companies use ‘quality’ as a key part of their brand message?

“Our staff provide a quality service” or “we are known for our quality products” or “the sort of quality you would expect from a….”

These statements may all be true but does this really differentiate them from the competition? And anyway, what business would publicly claim to have a sub standard product or deliver a less than satisfactory service? (Unless of course you are Reggie Perrin at Grott Enterprises!!) Isn’t quality expected in a brand?

However, it is likely to be price that defines the level of quality expected by the customer!
In my view, your brand is the personality of your business, it’s what you believe in, it’s what makes you different, it’s what stands you out in a crowd. Quality doesn’t do anything to communicate your brands personality to the consumer.

Marks & Spencer, Tesco and Lidl are all ‘quality’ retailers. Each of these brands has its own personality and is aimed at different people. Quality does nothing to reflect these differences although it is expected of them all.

Using quality as a key brand message reflects a business that lacks a clear brand strategy. It’s the easy option and the sign of a lazy marketing team.
The consumer is always looking for a reason to buy a product or move across to your brand. Quality is a given but certainly not enough on its own to act as a buying motive.

It’s easy to fit in.
But it gets you nowhere.
You become one of the crowd.

Standing out is not so easy.
It gets you somewhere.
You stand out from the crowd.

Thunder and Lightning are stormy facts.
A little rough, sometimes scary, often depressing.

Start a row, make a point, and prove it.

Why? Because clouds build and storms follow.
However, a good clap of thunder clears the air.
And sunshine follows rain.