| |
This July will mark eight years since I took the plunge, left the safety and confines of Corporate America and started my own strategic marketing business. That I “did it” doesn’t really surprise me. The entrepreneurial spirit is most firmly entrenched in my veins. After all, I have watched my parents successfully run two businesses for years. Like mother/father, like daughter. I am reaping the rewards of my efforts. But unlike them, I have to work so very much harder – not at the work but at the business of business and the whole issue of business vs. life. Yet, I enjoy it and it’s totally doable, thanks to assistance from the likes of Ed Sullivan, The Beatles, Blanche, Hedda Hopper, Kenny Rogers, Grace Slick and The Beach Boys.
Ed Sullivan. In the beginning, I was a true soloist, working out of home with no employees. My motto was a combination of “packing my own chute and no liability at any cost.” I wanted set my own schedules, do it all , work only when I wanted. But business (thankfully) grew. Having seen colleagues spontaneously combust in the frenzy of 24-hour work, I knew that wasn’t for me. So, to avoid turning into the guy on Ed’s show who had to keep all the plates spinning, expansion was the obvious path. But I did it virtually. Now my immediate organization includes:
one full time contract assistant with two back ups (they all work mostly virtually)
a 4-computer network with two printers and a scanner and a contract computer “wizardess” who keeps it all humming (and me from taking an axe to anything that breaks down)
an rental arrangement for conference/meeting rooms at facilities all over the country
two researchers/writers (coming next month) who will also work mostly virtually and most definitely on a contract basis
The Beatles. My business can’t exist in a vacuum. Once the strategic, tactics and overall creative direction are determined, we need a team of additional experts to get the job done. So, like the song says, “I get by with a little help from my friends.“ I’ve got strategic alliances with a trusted inner circle of folks including an incredible graphic design firm as well as public relations and web design organizations. Together we do work that’s so much more powerful that I could ever do alone.
Blanche. It was A Streetcar Named Desire’s Blanche who said, “I have always relied on the kindness of strangers.” So taking a page from her book, there is constant networking. But it has to be done smartly. Plugging into the power of an organization like NAWBO gave me an endless supply of “strangers” who became friends, colleagues, and support. I can’t imagine what I would have done without that.
Hedda Hopper. The gossip columnist more famous for her outrageous hats could well have been an entrepreneur. There is just no end to the number of hats I wear each day as a business owner. The list runs the gamut from grand high pubah to bill payer to planner to salesmaker to trash emptier and on and on and on.
Kenny Rogers. In business knowing “when to hold ‘em and when to fold ‘em” is critical. In fact it’s a skill that should be elevated to an art form. I use this philosophy in evaluating whether or not to take on new business, resigning a troublesome account, changing my product offerings or strategic direction. The pace of life is too fast to hold on to something that’s not working for you.
Grace Slick. Her drug-culture song White Rabbit reminds you to “feed your head.” A critical lesson for all entrepreneurs, it’s one that I have taken to heart particularly over the last year. I must take time to rejuvenate myself, take a break, recharge my batteries. It’s just as important as looking for new business – maybe even more so, if truth be told. It’s now a scheduled part of my business plan.
The Beach Boys. One of the least popular songs in their repertoire reminds you to “be true to your school.” The translation for business is to remain steadfast to your mission and vision. That has manifested itself in several ways for me. First, I am extremely committed to the kind of work I want to do, the clients I want to have. If a prospect doesn’t fit my profile for success, I don’t try to get it to work out any. I’ve learned that in some cases, it’s better to “just say no” at the start. Second, I am even more committed to remaining home-based and being a virtual organization. Being in my home provides that touchstone of sanity that I so desperately need as well as the ability to take a break and watch Rosie (guiltlessly) if the spirit moves me.
So, there you have it, seven lessons. I know the 2001 will bring an addition – or two. The challenges just keep on coming and must be integrated into business for success. It can be tough if you’re not ready for it. The world has changed since my folks started their businesses. Yet, there was a lot I learned from my parents. A lot got absorbed just in the watching. Maybe that’s why I can be like Nike and “just do it.”
Copyright Randi B Enterprises, Inc., March, 2002. All rights reserved.
|
