Does this excerpt from a conversation between two business people (BP1 and BP2) sound familiar to you.
BP1: How’s business?
BP2: Ok, but …you know … it’s a bit quiet at the moment.
BP1: Really? We’ve found the same.
BP2: Is that right. Funny you should say that, everyone I talk to is saying business is a bit quiet….
Do you recognise this conversation?
Perhaps you were either BP1 or BP2 somewhere, sometime recently.
Regardless - stay with me - there is a major point to this article.
Both BP1 and BP2 are in danger of missing an opportunity and just being market followers.
Why? Because they are receiving signals from the market place that may or may not be accurate or relevant.
What do you mean Paul?
What I mean is this.
Sure it’s important to keep abreast of what’s happening in the economy locally, state-wide and nationally and sure it’s important to get a sense of how others are doing.
However, if that is the extent of your market and competitive analysis and associated planning then you are kidding yourself and consigning your business to less than optimal performance.
You may ask, “Aren’t you being a bit harsh Paul?”
Well, frankly, No!
Consider these matters:
1. Even if BP1 or BP2 know each other’s industry or even businesses intimately it does not necessarily qualify them to diagnose issues with the level of business that each is obtaining.
2. Given birds of feather flock together – it’s hardly scientific to base any form of decision making on a straw poll of limited sample size from within your own circle.
On closer inspection the rationalisation behind conversations like the one between BP1 and BP2 that are happening all over the country is that everyone likes to feel that they are “normal” and that what they are going through is “normal”. In essence people and companies that do this are market followers.
Hello, wake up.
If “normal” means underperforming, with lack luster sales and profit figures – who wants to be “normal”? Not me, and I hope not you.
If you want to be an effective “market maker” it’s CRITICAL to protect your mind and attitude because they will, whether you like it or not, have a direct influence on the sales and profitability of your business.
Market Makers have the courage of their convictions and often act in ways that are counter-intuitive or counter-cyclical to the general market. They promptly and fearlessly make decisions recognising that they need to keep moving – after all, a fast moving target is harder to hit.
You can choose to be an eagle who soars high above the clouds
(of circumstances) or you can continue to cluck around with a lot of other “turkeys” who validate their lack of performance through excuses and blaming external factors (e.g. the upcoming Federal election, rising interest rates and changes in business or consumer sentiment.)
Do you know that even in nature both turkeys and eagles are subject to the same external factors (wind, rain; drought etc) however the eagle is much better prepared because it can, among other things:
* See for long distances – even at night
* Take advantage of wild wind currents
* Move and adapt quickly to changes in the environment
* Enjoy the freedom and security that others only wish for
Whereas the turkey:
* Has functional yet limited vision
* Is largely earth-bound
* Is (compared to the eagle) unable to move with great speed
* Is unable to soar above the clouds and so is subject to the brunt of the weather and surrounding circumstances
* Is relatively easy prey (good eating) for others on the prowl.
There is much more that could be said about turkeys and eagles and what we can learn from their respective characteristics. I encourage you to take some time and think through the analogy and how it applies to your business.
How would you honestly categorize your business – turkey or eagle?
How would your employees categorise your business?
Are the two answers the same or different?
And if your business is a turkey that dreams of being an eagle – what are you going to do about it and when?
Of course if your business is a turkey and you are comfortable that it’s a turkey – well that’s ok – just don’t kid yourself that you will enjoy the freedoms and benefits of an eagle.
Finally, I like learning from the lessons of others who have been successful. One such fellow is an interesting character called Vince James.
Oh, and for a bit of fun I recommend the following two movies:
The Devil Wears Prada
The Last Holiday
Apart from the entertainment value of both movies, it was great to be able to find a movie that I could watch with Reina that we would both enjoy. Guys, you know what I mean, some chick flicks just don’t do it for me – however with these two movies it was different. And for those of you who can’t switch off from work then if you follow the movies carefully there are some great underlying messages such as the application of the “Book of Possibilities” from The Last Holiday. Everyone, including your kids, should have one of them! | 
