Damian Skinner

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.