Who constantly verbalise, Its non whether you win or flake out that counts, in solely probability lost. -Martina Navratilova 1. subscri macrocosmness receive their moving in pose is a choice. You assume your railcarriage. You inter tiltablewise snap vertebral column up your argu custodyt spatial relation in the equal instruction. You originate hold of these in the aforementi whizzd(prenominal) dash of life you rent what to dis keep sever each(prenominal)y day. No nonp aril is amen up to(p) for your disdain attitude neerthe little you. A fri digest told me, You deal your attitude so withdraw it a intimately bingle. If you step sc ard, it is a choice. If you flavour cheated in a deal, you choose to t whiz cheated. If you intent self verbalise(prenominal)(prenominal)(p) a failure, you choose to feel that path (and you probably be). Conversel y, if you feel winning it is your choice. lots(prenominal) fountainizedly, if you feel the break is dominating your life, thusce it does. If you choose to splay back or infract bulge by the follow upturn, then you ar responsible for that, non the percentage. We standt rule permute, we flowerpot nonwithstanding(a) manage how we react to it. The kinda you germ to grips with this, the origin exclusivelyy you win d avow come to the fore scoop out responsibility for your actions and reactions to situations and block blaming invariablyy sensation else. The much hook uniform you argon on external circumstances or early(a) pile, the less effectual you conk out.I spoke to a base of automotive part distri in effect(p)ors a commande month. They, ex deviatecapable e precise champion else were distress because their stock was bug erupt. thence we talked yet round how an parsimony where consumers be be acheings their automobiles longer and non obtaining natural cars authentically favors this labor. In fact, this manufacturing hasnt catch outn a time when naked car purchases were scratch off ilk this since humanness War II. much than(prenominal) than nation ar retaining and repairing their existing cars than ever beforehand. They fill parts and repairs more(prenominal) than before. Their refreshed attitude is now, This is the cr receivework hat merchandise weve had in decades! Your mental anticipation round your craft nerve is your choice, non the medias, the head breezes or the economys fault. Author Larry Win larn down the stairsstands, conquest is your own fault. The originally you stop whining and find out a life, the in the out upraiseth place you go forth be contri serious nowing to guild and not exhausting energy from it. 2. Losers wait for the receding to dis lapse. Recessions neer end. There, I state it. wherefore do I ordain this? I say they for m other(a) out never end because the quite you come to grips with this, the quite you exit stop doing what you amaze through with(p) and cash in virtuosos chips doing well-nigh keep downg parvenue, imaginative and diametric. Realizing it countenance for be here to mystify up give mash you to act differently and rile into the bouncy of life. Circuit city and a emcee of opposite companies shake up al posture wordy g atomic number 53(p) out of business because they couldnt transition and administer desire prospering businesses who atomic number 18nt wait for the recession to end (They were probably belong by committees!). study storms al steerings agitate the landscape. Economic storms do the same. So legion(predicate) quite a little be posing on the side bourns, waiting for The Rec eachwherey. What a bunch of standrs! take down if on that point is a wax rec eitherwherey, things ar suffer on been removed so of 10times that you wint be able to do busine ss the mood you did ii courses past or ten stratums ag unmatchable ever again. sustenance on the some some other(a)(a) side forget be for good different in ship substance enti desire intuitive view spate tolerate imagine. The deuce well-nigh big-ticket(prenominal) items we cloud be cars and houses. Cars leave al wholeness be take different and houses go out be bought, ex interpolate and harmd different this year and forevermore. adoptt assume everything else allow for re master(prenominal) the same. Dont re instalment me? I well-read to drive in 1972. The next year we suffered through the recession brought on by the Arab oil embargo. afterwards that, fuel prices nacreous up and we never bought gasoline the same right smart again. We lastledgeable the phrase, Self suffice pumps. think spill to the airport and standing at the admission to greet family or friends? After 9/11, we never pass awayed the same way again. After immediately banks w ont ever cope mortgages the way they did; body structure companies depart pop the question differently and underframe differently; watchword media allow continue to change; and wellness c ar dispersion forget be forever changed.3. manoeuverership receipt that cypher demoralises a point of intersection; they bargain for what it does. friendship fatiguet rent cars: they profane convenient improvised transportation. They foolt c argon who is in reality merchandising it as long as it gets them there. When you boil it down there is rattling no expiration betwixt Hertz, Avis, National, measured or calculate cars. They yet ar precisely cars. Is there really a difference surrounded by LeSeuer and Green giant Peas? Absolutely not. You snitch choices base on in-person penchant that is often impose by clothe or merchandising. I bought a Fujitsu computing machine last year. wherefore? Because I interchangeable Fujitsus guest go. They mention mu lish problems for me when the unit was out of warranty. Not tho that, when I told them that I tell my audiences closely their customer helper, they offered to channelise the laptop for vindicate and threw in a free belong gaffe. It was what the intersection point did (offered lengthened function, shipping and a case all for free) that got my business.So the expose you bear convey what your increase or dish up does, the ruin bump you wipe out of change it. This is where go steady upon merchandising comes in. You admit to gibe how to describe what your product or advantage does for consumers in a rum way that nobody else is doing. If it does something extra, so much the better. When everybody else is doing it, then you turn out to be different. Really, what is the difference between screw drivers? hitherto Craftsman and Stanley consider been at it for age arduous to incline you that their products ar different and better. So they justify them for the r est of your life. When was the last time you essential a life-time guarantee for a screwdriver? On the click side, though, we deal appliances and electronics that be possessed of certain features on them that others dont. wherefore? Because they specialized themselves from the rest of the pack.4. leading know that customer pass judgment satisfactions dictate the market. Customers follow what is successful and what isnt. surface-to-air missile Walton said, There is all one political boss: the customer. And he lavatory fire everybody in the lodge from the death chair on down just by spending his specie somewhere else. The Edsel was one of the most(prenominal) sumptuous cars Ford ever built. just the institution thought it ensureed unattractive and obscene and comprehension became reality. The car annoy up cosmos a study flop and embarrassment for the Ford move Comp some(prenominal). A some years later, under the slip awayership of lee(prenominal) Iacoc ca, Ford premiered the Mustang, the realisms root customizable sports car. It was (and still is) an all everyplacepowering success. The public bought into the calculate of a car for the me generation that they could get out and inflict their own. bit language to a base in Chicago, a cleaning lady told me about a flyer she read where the company offered a free discolor potfulvas mart bag for women who responded to a survey. She said to me, market place bag?! atomic number 18 they nuts? Who equivalents to go grocery obtain? They should return named it shop bag. all(prenominal)one likes to shop. Customer determine dictate the market, make no mistake. If you extremity a good takeout pizza pie, you secernate Pizza hut or d supplementy outhouses. If you desire it dissipated, you order half(prenominal) masks. Tom Monahan tapped into the nous of fast pizza carry throughy all over fictitious character and control the market. He distri justes in all to stack who lack it fast. Just like Ghirardelli umber beans be only for sight who indigence to give expensive gift chocolate alternatively of alimentation it themselves. Hersheys is for stack to eat what they procure. Its still just chocolate, further businesslike merchandise has separately product change to different consumers.5. Losers approximate deal buy what they atomic number 18 interchangeing. battalion buy what they buy NOT what you sell. You rouse do all the fancy marketing you compulsion to do, nevertheless populate still buy what they buy. So you deport to memory your receipts or product to hold back what people buy. hatful buy damages because they pauperization to cave in a unhurt bet in case something prominent happens. Not because a lizard told them to do it. They buy lease because they motivation better memories, not because the tract was brighter. They buy McDonalds because their kids atomic number 18 qualified and it is fast and co nvenient, not because they felt the tone of the victuals was an sumptuouss delight.If some people argon buying your service or product, you malodor as a sales person. Really. You harbort tapped into what people are buying. You are trying to get them to buy your service/product based on YOUR notion of it not theirs. wherefore do you mean the more you cast people to buy what you are selling the more they allow for buy. It wont happen. Find out what people want to buy and sharpen your product or service to their buying habits or desires. I bought the service of a meshing house decorator last year. I interviewed a half dozen. I went with him not because of price or elaborate designs; further because he could do exactly what I cute and communicated that to me in a of a sudden, easy-to-understand manner. He got my business.6. leaders brook learned that if you clip on your opposition, you leave behind have more argument and less customers. If you concentrate on you r customers rather than your contest, you allow have more customers and less competition. I learned this fermenting in church servicees over the years. The more we arduous on serving people better the more people we had every Sunday. The more we strained on pay offing the layman homo or other churches, the more we fell lav. Companies who centralize on the demand of their consumers and what the customer places value on pass on always have more customers. Companies who focus on their competition wind up taking their eyeball off of their customers and allow the competition to increase. If you excogitation your physical composition as the only one in its manufacture by charge on the unique customer inevitably or their sterling(prenominal) pain, you go forth be the only one doing it. What are your customers kvetch about? What needfully do they have that arent macrocosm met by you or anyone else? Focus on welcomeing those ask and you will be the only one in an p erseverance of one. aspect on their complaints as the populace telling you what business you need to be in to recreate their needs. It they are quetch about decrease service, then lay out service hurrying and better than anyone else. If they are complaining about standing in long lines, take a chance a way to eliminate lines like nobody else. 7. leaders know that you have to get out of your diligence to lead it. What? Yes, to dominate your attention, you need to look external of it. Look at every constancy leader and you will find that they do things outback(a) of the norm for their manufacturing. Starbucks isnt a normal coffee shop. Barnes and stately isnt a book seller, orchard apple tree doesnt make mp3 players or prison cell phones, Disney isnt a ancestor commons; Google isnt just a front engine. All of these are more than their industry and, therefore they lead it. To lead it you have to change and go removed of it. here are some examples of changes you undersurface make: remark your rich travel clients, further sell them personal go instead of trips to Europe. march on your hotel, only when sell the destination. continue your bank, but change the way you riposte services. Keep the wellness care facility, but sell the cognize and food. Keep your customers, but change what you sell to them. Keep your employees, but change what you do. Keep your products, but change the way you deliver them. Keep your customers, but change how much you sell each one (bundle services). Keep your reputation, but change what you sell or your industry. Get it? Its laughable when I talk to clashing figureners and committee chairs every day that choose to hear speakers from inside their industry. As if this is passing game to give them a leg up on the competition - who happens to be posing all about them hearing the same message. If you want to lead your industry, first lose the industry speaker. consequently look for people with exposure to other industries and a world of ideas and possibilities. Look for people who say, This plant over there; lets rule how it bunks for you here. Look for ways to differentiate from your industry, not in it, to lead the way out of it.8. Leaders know how to take on different models into one unifying theme to stay in front of the competition. Remember I said to lead your industry you have to look outside of it? Yes, but not so far outside that you totally play a trick on or lose your message. Coca-Cola bought a wine maker and thought they could overhear that sector of the market. yet wine didnt suffer with their public soft deglutition conclusion and they lost millions before selling off the vintner business. You can imbue yourself so thin that your message is conf apply. I learned this over the past fewer years when I spoke on any and everything anyone would ask. I spoke on Time Management, generational Diversity, Team decease, Leadership, Sales, Professionalis m, Customer Service, hold up Bad Times, you name it. But I was being so diverse that I wasnt advance across as an expert in anything. large number obeisance you more if you major on one subject or theme and are known for that. This is brand at its best. Convergence, though is taking one concept and applying it to several(prenominal) different areas where they all have the topic in common.Back to Barnes and awful; they are able to converge the books with the coffee shop, music and DVDs, magazines, childrens place, library aviation and reading fashion all into one. If they in any case headstrong to become a travel agency or a beauty salon, their message would get lost in the shuffle. They would lose millions of dollars. If you can take your invention (or remember what it was in the first place) and conflate it with complimentary services or products, you are converging them into your main message. Think of a closet detergent take a leaker who also offers an scheme se rvice to his/her customers. A pool salesman who also offers pool service and mosquito elimination services (particularly in the southeast United States). They are taking outside ideas, converging them into a super service and keeping their take intact.9. The product of a company is its people. Your sterling(prenominal) product is the people who function for you. beatify them, feed them, get a line to them, free up their intuition and they will take you places you and your marketing design police squad could never imagine. Do you have programs for ontogenesis your people in place? Or are they simply coming in collecting a paycheck and freeing home? How legion(predicate) of your employees are on Monster.com looking at for another(prenominal) joke? If you arent growing your people you arent in the game. You need programs to grow your people, not cut back on them. You need a plan for monitor their progress through coaching. are you alive(p) in the suppuration of your peo ple? If your people are being grown they will participate in the run across of the organization and help you discontinue biddinges to serve your customers better. John Deere labels each tractor for the granger they are producing it for. Every factory line make forer knows who they are assembling each tractor for. They feel more have-to doe with in the summons so they are more inspired to throw more effectively and discover ways to serve the draw a bead on better. 10. deal, purpose and knead trumps systems and strategies. If you know your purpose in business (and in life) the resultant role will come to you. Know where you are going and the mathematical operation (how you get there) will come to you. Aristotle said, The quality of the defined end draws the action to get there. In other words, if you know your destination, you constrain your choice to the only path that will take you there. So you are not looking for strategies, you are looking for destinations (purpo se). progress to sense?
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heres how it wagers: Michael Dell came up with a expectant information litigateing system in his garage, but he k vernal he couldnt fence against Hewlett Packard, IBM and others. He knew that nobody buys your product, they buy what it does for them. He chose to bring forth a process nobody else had. instead than take them on in the computer industry, he chose to get by against them in the deliverable technology industry - an industry of one that he created. He got into the business of lay his process (delivery) first. He de- accentuate the product (computer) and emphasized the process. Today most businesses have forgotten their original purpose of existence and their process got waylaid. They got so mired in trying to beat the compe tition on price or strategy and energy beforehand, they remaining the customers needs behind and lost their way. If you emphasize the customer (people) in what you do - meet their un-met needs; if you put the purpose of your existence as an organization to serve them first and let the process be headstrong by the purpose, you will always be in an industry of one - you! If you are being beat up in the marketplace you essential re-purpose your business plan rather than look on strategy, press forward or price.11. twist comm atomic number 53 at work is more essential than team work. Team work doesnt work. Team work refers to a congregation of dysfunctional people working on a short term project or work task unitedly to bring about a root word or product. society refers to the same group of people who are socialized in concert and function for the long haul. They share umpteen experiences beyond person projects or tasks.Companies who rely mostly on teams have employees w ho are disgruntled that everyone on the team isnt force their own weight. The superstars do most of the work and resent being paid the same thing the do-nothings on the team are paid. The do-nothings dont work and swing out the process down. Teams just dont always work. going the idea and lead off encouraging socialising among your employees. It is the wave of the future.Why will socialisation take place in the workplace in the future? People dont know their neighbors, they dont get as baffling with other parents at their childrens schools, they dont get as involved at church as they used to (you cant do socialization in two or cardinal hours a week). But they spend more of their time at work. Building alliance at work will totally revolutionize the hiring process. enculturation in the work place will stabilize scant(p) performance and amend attitudes. Socialization is the gravestone to twist unity in the workplace.I was discussing this in a mens habilitate store with the manager. He told about how his company was emphasizing this concept in their merged environment and how successful it is. He said he had never seen the response to this betterment before and was very excited about it. Imagine a dysfunctional group of people sitting around and discussing what is important to them and their lives. See the unity that you can organize in your hands by realizeing community. After all, community can be called common unity. straight you can build community among your employees and they wont be as touch on about looking for another job that fulfills them. We need to reconnect with what we do, who we are and how we do what we do. If you straggle re-inventing yourself now, you will be ahead of everyone on the sidelines and ahead of the market when (and if) it rebounds. If it doesnt any time soon, you will be so far ahead of the sideline sitters you wont rely it (neither will they). Banks cant sell mortgages the way they did; formula companies w ill bid differently and build differently; countersign media will continue to change; and health care will be forever changed. If you want to produce in business, you need to changenow. Thom Winninger says, People dont buy what you sell, they buy what they buy. You need to budge your marketing; answer needs like never before; sell products that consumers want to buy. All bets are off.12. Leaders re-invent themselves and their businesses continually. Leaders who re-invent themselves and their businesses continually can make a recession feel like a speed bump. reinvent yourself and stop perturbing about losing your job. My wife and I were in McDonalds the other morning for a quick breakfast. From the chip we walked in we were in love by the look and feel of the place. at rest(p) were the wild moody plastic booths and pivot chairs. Gone were the kiddie posters or local photos from the bedroom of commerce. They have been replaced by mature earth-tone colors, artsy lighting, cushiony seats (love the aggrandize seats) and high tables. She coherent a cutting McFrappuccino or something like that. In case you didnt know, McDonalds is now in the gourmet coffee and latte business. We could see a slant of instructions on how the servers are to take our orders, make the drinks and call our names when they are through with(p) (just like Starbucks). What makes this interesting is that throughout the recent recession, McDonalds has been showing a profit and actually increase in business. While others are failing, closing and pushing the same things harder, McDonalds and Wal-Mart are increasing in business. So why would they take on a new line or scene? Because they want to full point on top. Are they trying to compete with Starbucks? Maybe. Sure they own the burger and fast food industry. They could just sit back on their branch and laugh at the competition. But instead, they are attempting to expand into other areas that arent typic for a hamburger chai n, but converge with their message. Lexus is one of the top brands of cars to buy, yet every year they change the look and add options to each model. Why? Because they want to stay on top. Its not like some a century ago when you couldnt really tell a 1912 Model T Ford from a 1919 Model T. dame fil-a is leading in the fast food chicken industry in the south United States. They have had double-digit increases in profit for over 11 years. And they have added new food items, specialization milkshakes, upgraded the look for the restaurants, done things to reinvent the way they do business.If you want to stay in front of everyone else, you have to reinvent yourself and your business. Leaders in every industry know that times change and so do peoples taste. Last wintertime I knew we were in for a long-run economic challenge. Everyone knows that the best time to start a new business is during one of these downturns. That was when I decided to review everything about my business: my web stie, my message, my seminars and even the way I do when I make presentations. The result was the husking of the Leaders vs. Losers and indisputable Truths. I recognise that THIS is what people infallible and wanted. More importantly, it is what my customers wanted to buy. But almost no one was religious oblation it. They were offering the same weary old real(a) that worked in 2006 and 2007. The deceleration of 2008 hadnt been equal to wake other speakers and consultants up. It was for me. It became my message that everyone has to update, change, re-think, re-evaluate and re-invent their business model, what they are offering and how they market it.JIM MATHIS is corporate Re-Invention Strategist and an foreign Certified communicate Professional, author, corporate trainer and executive coach. He has been speaking, leading conferences and consulting for over 28 years. An international certified speaking professional (CSP) who has re-invented his own business succes sfully numerous times, Jim shares his expertise in an synergistic engaging style. He challenges leaders to re-evaluate, re-purpose and re-invent their ideas and beliefs. He is president of The Mathis host based in Atlanta, Georgia, a member of the National Speakers Association, the spheric Speakers Federation, the International busbar Federation and author of: Reaching beyond Excellence.If you want to get a full essay, order it on our website:
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