May, 2007

Recipe for Success: Good Marketing, Special People
By Jim Roos

Question: When it comes to marketing my company, I can’t do everything. Where should I direct most of my time and energy? Answer: Marketing can be thought of in a couple of ways. The more clinical is the process of moving products and services from point of origin to point of purchase. The other, less clinical way is when buying a car, be sure there’s a motor under the hood. Without a motor, the car just sits there. Nothing happens.

This is an important analogy to keep in mind when planning a company’s future. Think of marketing as the motor that will drive the growth of your organization! A well-tuned marketing motor will go places. When it’s not working the way it should, the competition will probably roll right on past.

Marketing can mean advertising, sales calls, mingling at trade shows, direct mail, networking, press releases and a host of other activities. And never forget the most important ingredient of all.the value of your people. I'm borrowing the following words from one of my past agency affiliations to stress the point:

Being Special is Special!
"Special. People are special. Mozart was wild and wonderful.and special. Things are special, a special book or a chair or a restaurant or a sunset, or a sunrise.

Special means both appropriate and unusual, a tough combination, and yet it is the very combination of the two opposing forces that creates that wonderful quality that causes us to feel.well, special."

We suspect that 'special' isn't something you just stumble upon. Michelangelo did not climb down from his ladder and say, 'Wow, look at that guys, I did something special. How in the name of Pope Julius did that happen?'

We suspect 'special' takes a lot of work and a lot of skill.

We suspect 'special' only happens when we care, when we help create an environment, when we encourage, when we ask ourselves and others to reach beyond the ordinary.

Ultimately the circle is completed. Special people and companies do special things.

All of the procedures, polices and well meaning programs in the world will be doomed to failure without the dedicated support of qualified and committed people to carry them out. It is the people that are the backbone of your organization and the strength that retains your customer base. Treasure them.

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