Marketing Sutra – 25 Positions To Better Your Business

I have been playing with this concept for sometime but I decided to write this book and post a sample chapter tonight.

So many business men and women struggle with foundational issues that run deeper than they realize. It has been my experience that many business challenges are the direct result of not understanding our market, the consumer needs and psychology and how to properly position our products and services in these markets.

 

Marketing Sutra will be released as a e-book and webinar series soon but until then here is a small sample chapter. I would love to hear your thoughts.

 

Position 1 – I Meant To Do That!

Putting On The Positive Spin

“An error doesn’t become a mistake until you refuse to correct it.”  

Orlando A. Battista

“Give me a fruitful error anytime, full of seeds, bursting with its own corrections.”  

Vilfredo Pareto

 

 

When one is faced with a fixed and immovable object caused be either a mistake or matters outside of your control such as local policy and you cannot afford to change or wish to change then stop fighting it.

 

Simply embracing it is not enough. Adapt your plan and make this obstacle part of your intentional offering.

 

Military strategist as well as every mother of little children have learned how to roll with the punches. Adapt to the environment and its challenges.

 

If you want to guarantee your failure approach your business (and life in general) with a stiff neck and refuse to be flexible. If you don’t believe me just picture all those poor suckers that collapse while standing at attention with their knees locked!

 

 

Real World:

A businessman opened a “ropes” course for corporations. After he founded the company, spent the revenue building the course and marketing the opening of his new venture he was informed that he cannot sell alcohol. He didn’t think this to be a major problem but as the months went on he discovered just the opposite.

 

Corporations discovered that they had a hard time getting “buy in” by the employees and volunteers to spend an entire day that far out in the country and not be able to have a happy hour after the event. In fact, the promise of a happy hour was a major selling point for his competition!

 

After 2 years struggling he was considering closing the doors.  Until the idea was given to him to embrace the problem. In other words look for organizations that will choose you over your competition BECAUSE you CHOSE to not serve alcohol.

 

Religious and conservative organizations found this marketing enticing but to his surprise many organizations began to choose his company as they saw that they were also no longer vulnerable to law suites do to alcohol abuse and driving home!

 

THE POINT!

Stop bitching about all the problems and look at what you can embrace. Bad location says it was on purpose and adjust your offering.

Spent a ton of money on a typewriter when everyone else is buying a computer (learn to research for the next time) and say you love the quality and send out letters from that typewriter with marketing about your dedication to quality!  There is always an angle you just have to stop freaking out to see it.

Getting Back To You Part 2 – What’s Your Company Do?

In last week’s introduction to this series I mentioned three key truths that I have learned over the past year getting off of my island.

The first and foremost is that misery loves company and success loves overcomers.

With just a few minutes of observation anyone will agree (well except my uncle Dave… he doesn’t agree with anyone) that we attract to ourselves people in similar situations as our own. People of similar interest and similar experiences and by doing so it is easy to believe that your current situation in life is the norm.

Let me put it this way, when you surround yourself with others that are scared of water then you feel very justified in your fear of water. However, if you surround yourself with divers then you will naturally develop a mental “leverage” that leads you to believe that your fear of water is silly and small.

I found that as soon as I was depressed I was surrounded by those that are both full on depressed but also by people who were optimistically depressed! What I mean by that is the sort that have just “accepted life as it is”. These are the real dangerous ones.

It’s easy to get tired of being drained in a room full of depressed folks, which is technically impossible cause most depressed people won’t all gather in one place but the ones that have learned to smile with life’s compromises, now they can hurt you.

Don’t get me wrong,  I’m not mocking the truly depressed.  I myself utilized anti-depressants during my divorce and for a good while after.  No I’m talking about the surrendered and resigned.

Next time you are with someone talking ask yourself these very revealing questions?

  • Why does this person want to be here with me?
  • Why do they think that I want to be here with them?

It’s good to assess the “company” you are keeping. I do this frequently. Not from a rude position or even an arrogant mindset.

Consider one of my favorite quotes.

“You are the average of the five people you spend the most time with.” – Jim Rohn

Think about that for a few seconds. Really meditate on this as a principal. Don’t try to prove it wrong just accept for a few minutes that it’s totally true.

What thoughts come to mind? Especially those first few thoughts. Whatever they are I would trust them and act on them.

I learned that ALL of my friends and colleagues that I would consider successful have been through hell. They don’t typically hang with those that have not. It’s a right of passage that builds trust.

I once was attempting to play poker with a bunch of guys that I considered to be “successful businessmen”. Notice I said successful businessmen and not just “successful”.

Always remember what YOUR Definition of success is and DO NOT vary from it. Well… unless it’s hurting others of course!

Anyway as the night went on, I found myself becoming more and more intimidated by these guys but I couldn’t figure out what was causing it to happen. It wasn’t because I was losing my shirt in cards cause I could really care less about cards or winning at them!

Finally it dawned on me. Everyone in the room SEEMED more experienced and further down the road than I was in business.

Still the night continued and by the end of the night when all the cussing and regret had left the table, I was hit with a major revelation.

Every single one of those businessmen had mentioned in passing that night that they had been THROUGH bankruptcy. And most more than once!

I’ll end with these observations.

1.     Find people who have experienced more than you and with any luck you can dodge some of the hell they went through.

2.     Surround yourself with company that has been through more than you and truly see their experiences as blessing and turning points in their lives.

WARNING: If you mention a topic and someone gets that spooky ten thousand foot stare and start to twitch as they speak on that topic… they have not healed from it. You should immediately change the subject!

3.     Find those that have paid a price for what they have. Even if what they have is not exactly what you want there is a massive difference between the paid seats and the free lawn seats!

4.     It’s better to not play any game that you do not care whether you win or lose… such as poker!

If you are reading this blog then you are a bit of a dreamer, a creator and probably an optimist. No one has ever been discovered just blending in and no one has EVER discovered anything by looking at what blends!

Surround yourself with good company and accelerate getting back to you!

Getting Back To You – Wilsoooooooooooon!!!

SUCKS!

There is no other way to say it. You know when you go through those really difficult times in life. Yeah we all have tough days and disappointments but I’m talking about life changing, world shattering, faith rocking times.

I have had two times like this in my life. For some reason they have both occurred within the last 5 years.

Last April I went through an experience that affected every area of my life. I wish I could tell you that I woke up and pointed in the mirror and yelled something inspirational such as “you can do it” or “I’m King Kong” while beating my chest.

But sadly I cannot. Instead I hide out at a friend’s unused apartment for months and drank so much I gained almost 15 pounds. Not pretty but it’s the truth.

And isn’t that what these times are all about? The truth. It seems to me that these life shaking times serve many purposes but none greater than sifting out your life and realigning your course.

And boy was my course off.

Through a series of decisions I had drifted off my life course and even some of my core beliefs. I woke up on day entrenched in a life that I didn’t belong in. Trying to be someone I was not. While my motives were innocent enough and driven by a need to care for people I lost my way and as with any journey when you loose your way you usually end up ship wrecked somewhere.

Within one week I lost relationships, clients, income, car, home and worst the trust in people I loved deeply.

Over the next several months, I fell gradually in a deeper and deeper depression.

I was lost.

But this is not about how I got lost but rather what it has taken to find my course again.

When you lose perspective and direction, you tend to loose self respect and faith in yourself. As months dragged on, I would barely work. I didn’t care about money or my body or really anything other than my daughter. Friends would come around and gently ask why I was content to be living the way I was.

I’ll be honest it took months, almost a full year to find my way back. It was in this time that I learned a few key truths.

I. Misery loves company and success loves overcomers.
II. Don’t get too comfortable loosing cause sooner or later you’re bound to win.
III. Your heart is your map, your mind is your boat and your tongue your ruder.

In an effort to keep this series meaningful I wont go into those three points today but I will say this.

The first step to getting back to being you and allowing yourself to be successful is leaving where you shipwrecked.

Once you have shipwrecked, regardless of how you got there it is scary as hell to leave your lil coconut cabana and set out on the seas again.

Months have gone by and allegorically I had learned to make fire, basic shelter, spear the occasional slow fish… even weave a cool hat. My beard is coming in nicely and I have never been so well tanned.

Point is that I might be miserable but life has a way of insisting that you move on.

As I grew more and more comfortable on my little self absorbed island I honestly began to believe that I could never leave this island. Thoughts like “it could be worse” coursed through my echoing mind.

And then it happened.

Ever had that moment when you accidently catch a glimpse of your reflection and it actually startles you? I stopped and stared myself in the eyes for as long as I could stand it.

I hadn’t just been burned and devastated I had given up. I had done so many great things and have had so many great friends and loved ones and now I was pushing them all away to only secure my place on this little island.

I knew what I had to do. I had to set out on my island.

And keeping with my analogy of Castaway I even tried to carry many of my comfort items with me back into civilization.

Remember that moment in the movie Castaway with Tom Hanks where he looses his volleyball named Wilson? I remember people laughing in the theater but I gotta tell you that isa very real challenge in getting back to life.

Our “Wilsons” are really the rituals and thoughts that we naturally develop when we have been injured. Kinda like getting out of a leg cast and still limping cause you’re afraid to reinjure that leg!

My Wilsooooooon moment came when I decided to go on a trip with someone and get back to living and making memories. The trip was a nightmare.

I could barely talk to this person. Every effort they made to engage and accommodate was cut short by my reactions. I couldn’t see anything from them other than vindictive mocking and mean motives. I was limping and limping bad.

Fortunately this person was able to be patient with me and helped me process even more.

Sooner or later you decide that you have to build that darn raft and set out. That its better to die trying than to waste away on an island in a leaf thong and talking to volleyballs.

If your there today and reading this please hear me. There is a current that moves by faith. Your floats not gonna fall apart and you’re not gonna get eaten by sharks.

Its time to leave your little island and all the “comforts” that you have been trying so damn hard to convince yourself is a quality of life.

You gotta get back because people love you and need you. You play a major role in literally thousands of peoples lives.

So I’m here to tell you that you can and you will make it.

You’ll get back, people will cheer, you’ll gain weight back and shave the beard (legs for you ladies) and be able to run rescue missions for all those others that just crashed.

Fight or Flight Innovation

Anyone with the most basic reflection on life will agree that our worldview greatly influences are daily lives. As with most elements of life that we are born into we take this for granite or we actually never truly realize its affects.

When I am asked how to develop a more innovative mindset, a greater eye for ingenuity and sourcing this is where I always begin. Our world view leads us in how we respond to all stimulus all day every day.

For years I have carefully and if I am to be honest obsessively researched those that have innovated our world for both the better and the worst.

 

From innovators such as Filippo Brunelleschi (who gave us perspective during the 15th Century Reinessance) to Tesla. From Philo of Byzantium (Greek engineer who gave us water sinks in the 3rd century BC) to Walt Disney.

What I have learned is that all great innovators, inventors and artist had a method for “seeing” differently.

While we all conjure images of tortured artist and half mad inventors the truth is that most were simply solving a problem of their time.

In today’s age we are so conditioned to solve problems by spending more money. If something is broken we simply replace it. If an employee is producing we simply replace them. Read more »