Shop ‘n drive in peace ‘n quiet!

     What a wonderful thing, the Superbowl, for those who don’t care about it.  You can commandeer the extra TV, take it to the attic or basement and watch anything your little heart desires without interruption.  It’s a great day to go shopping or take a drive because everyone else is not doing either.

     You can go to the ocean and walk on the beach or boardwalk and know that every person you see there thinks the same way you do about this brainless, gorilla sport that attracts more heavy drinkers than athletes, and that can’t hold a candle to baseball or tennis or volleyball for genuine athleticism and mental challenge. 

     No, I’m not calling all football players wimps, or all football fans drunkards.  I’m just saying that football is not a sport that’s notorious for producing literary, scientific and artistic genius’s (geni?), and that –to me– it’s more amazing to watch what companies will spend more than  T H R E E   M I L L I O N   D O L L A R S  on (for less than 60 seconds of sponsorship), than to see the event itself. 

     The commercials are, admittedly, always super themselves.  But that makes me think we should just have a Super Commercial Bowl and skip the football stuff all together. 

     We could root for one beer or car company over the other, buy all their promotional gear, put giant promotional junk in our yards, hold tailgate picnics outside of neighborhood bars and car showrooms, make cute little cookies and cupcakes in the shape of the manufacturer we’re rooting for, and call central phone numbers at a $1.99 a pop to vote on our favorite commercial. 

     The winning company would have TV crews in their locker room after the contest and spray champagne on each other.  Kids could go to school the next day and dis the losers. 

     We could all txt msg our teenagerswith something more substantial to discuss for a change (besides, “Hey, how’s it goin’?” and “Fine” or “Whadya do at school today?” and “Nuttin” or “Where are you going?” and “Out.”). 

     Tomorrow, we could gather round America’s watercoolers and coffee shops and talk about which parts of which commercials we liked best and thought were stupidest . . . Whooooooh!  Wait just a cotton-pickin’ minute!  I forgot.  We already do most of that already anyway, right? 

     So what do we need football for? 

     P.S. Just heard the news that the most “chicken wings” consumed in the history of the world are consumed on Superbowl Sunday!!! That makes for an awful lot of chickens out walking the streets . . . so be careful!

     I must be missing something.  [;<} But then, what do I know?

I’m just a baseball fan (as if you hadn’t guessed).

Oh well, have a GREAT SUPERBOWL SUNDAY FAMILY DAY!

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ARE YOU BOARD-BORED?

     The most infamous collection of meeting-makers on Earth has to be “Boards.”  Consider how Board-Bored we must be.  We have Boards of Directors, Boards of Trustees, Boards of Advisors, School Boards, Medical Boards, Law Boards, Admissions Boards, Homeowner and Condo Boards,  Probation Boards, Boards of Overseers, Surf Boards, Snow Boards, Water Boarding (whoops! sorry) Editorial Boards, Boards of . . .  

     What’s the point?  If you’re Board-Bored, you are most certainly sick of meetings, right?  Right!  So, what can be done to make meetings better?  Here, following, for your Board-Bored pleasure: 

7 Steps To Making Meetings Work ©

Copyright 2009, Hal Alpiar 

HAL’S “MEETING STEP NUMBER ONE”: Use an agenda!  Circulate a draft of it a week in advance of a monthly meeting, a couple of days ahead of a weekly meeting, and 17 seconds before a daily meeting (If you’re meeting daily and you’re not in the White House, the Pentagon, or a police department, 17 seconds is enough time to pour some coffee and decide to find another job!) 

Ask for agenda input in time to add it and —before the meeting– post a clearly visible newsprint or whiteboard (YOW! another Board!) version of the agenda you can refer to, and check off as you go.  People will know where they are and where they’re going, minus the anxiety of potential surprises.

HAL’S “MEETING STEP NUMBER TWO”: Do NOT invite people to any meeting who are not actively involved in the decision making for the agenda points.  Meetings are not for training or parading egos.  If meetings do not end up producing results, stop having them!  Deal with those who need to attend for certain topics first and let them leave when those discussions end.

HAL’S “MEETING STEP NUMBER THREE”: STICK TO THE AGENDA!  When issues are raised that are not directly related to the agenda, thank the source and ask that she/he include the point on the next agenda for the next meeting, or –if there’s time left after the agenda is completed– to raise it again then, but that “this meeting is for this agenda.”

HAL’S “MEETING STEP NUMBER FOUR”: Always ADHERE TO THE EXACT TIMES SET for start and finish.  No exceptions ever.  If you do this twice in a row, no one will ever be late again, and everyone will stay on schedule for the day.  Also: resist the temptation to load the table up with snacks and beverages! Contrary to popular belief, donuts do not make for better decisions!

HAL’S “MEETING STEP NUMBER FIVE”: Emergencies aside, meetings work best when they are consistently set and conducted.  This means holding sessions at regular times (I recommend Monday mornings for weekly status review meetings as being 100% more productive than mid-week  which is too workflow-disruptive, or Fridays, when everyone’s thinking about their weekends.

HAL’S “MEETING STEP NUMBER SIX”: Include compliments and small rewards (a toy car, a game or puzzle, a banana – preferably something appropriate to the deed) at the end of every meeting!  

HAL’S “MEETING STEP NUMBER SEVEN”: Follow up each meeting PROMPTLY with a simple bullet list report of decisions made and who specifically is responsible for the next step by what date.  

     If all else fails and meetings still drag on into the sunset, have the chairs removed from the room and hold stand-up meetings!  It works wonders for getting things done quickly. 

     Remember too that MBWA (Management By Walking Around) is still the best way to minimize or eliminate meetings, get decisions made and motivate the troops at the same time.  People LIKE seeing the boss outside the conference room and out from behind the desk. 

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302.933.0116 or Hal@BusinessWorks.US

Thanks for visiting. Go for your goals! God Bless You.

“The price of freedom is eternal vigilance!” [Thomas Jefferson]

Make today a GREAT day for someone!

Lost Your Marbles Lately? 

Probably the world’s greatest expert on the subject of death and dying was Elisabeth Kübler-Ross, whose definitive book, “ON DEATH AND DYING” has now become a true classic in the worlds of psychology, psychotherapy, social work, and caregiver counseling. 

     So what?  What does that have to do with your job, or the job of someone close to you going down the tubes?  A lot! 

     The dynamics that Kübler-Ross devoted her life to studying are the same for virtually ANY loss.

     So, the “5 Stages” of death and dying that she defined apply to loss of life, loss of limb or function, loss of possessions, loss of health, loss of friendship, loss of a spouse or parent or child, loss of a home, loss of money, loss of a pet, loss of business, and –yes– loss of a job.

The 5 Stages are, in order of occurrence:

1. Denial and isolation

2. Anger

3. Bargaining

4. Depression

5. Acceptance

The ultimate goal for any of us when we experience loss, has to be to move through the first four Stages as quickly as possible, and get ourselves to that 5th Stage point of Acceptance.

     Some succeed at this.  Some get stuck at Stages 1, 2, 3, or 4 along the way.  [Thes would probably be the majority.]  Some never make it to Stage 5 Acceptance, ever, and live the rest of their lives, for example, angry or depressed.  Those who don’t achieve a sense of Acceptance (as well as those who do but who require a particularly long time to get there) set themselves up to be in an emotionally unhealthy place in life.

     What is it that makes these failures and long delays emotionally unhealthy?  Denial, isolation, anger, bargaining, and depression all live in fantasyland.  The only reality there is on Earth is the one that is happening right this very split second as you are reading these words and thinking about them.  It’s a state of balance and harmony.  It means being focused on the present moment as much as possible.

     Often a “rescuer” or professional “coach” is needed to assist the sufferer of a loss in accelerating and smoothing the way to transition, to Acceptance.  If you want to help someone through a loss event or loss period of time, you must be prepared to be extraordinarily patient, empathetic (putting yourself in her or his shoes) and encouraging. 

     You need to help the individual or group or family pass through each stage and let go of each stage before moving to the next level, and to help him/her/them from slipping backwards.  Keeping those with loss issues and upsets focused on the immediate present moment that’s in front of their faces as much of the time as possible can be frustrating and emotionally draining for the helper(s). 

     It is not always an easy task and –while I heartedly recommend that responsibility for this function is best left to professionals who are trained to provide proper guidance— you can always lend a support system to encourage pursuit of professional assistance, and you can help prompt a sharper “here and now” awareness level simply by keeping your SELF focused on the present, and calling attention to it.     halalpiar

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Check out and contribute to the daily growing 7-Word Story started 141 days ago (inside a coffin).  Click on the link to the right, or go to the “BOOKS” tab at the top of this page, then to the top headline link.

THICKEN YOUR SKIN!

     Everybody sells or has to sell something

all or some of the time. 

Whew, now that’s a brainful of thoughts! 

     What I’m saying here (and run the risk of offending some by offering an “in other words” interpretation) is that anybody who sells anything, which means YOU (unless you’re a hermit or a castaway with a Wilson soccerball!), odds are great that you need to run an internal (inside your head) crusade to wipe out self-doubt!

     We can discuss what makes the odds “great” some other time; just trust me for now as I share with you “like it is” . . . IF YOU CAN’T shake off (like your dog after a swim) the worryworts about what your concerns are of the impressions and opinions others have of you —by worrying about what you think they think– you are dooming yourself to failure.

     At a time when more people are looking for fewer available jobs and the challenge to compete harder is tougher than ever, you cannot afford to short-change yourself or second-guess your actions or underestimate your abilities.

     You are what you are and worrying about what you are not will not make one iota of difference. 

     If others like, appreciate and respond to you and what you have to offer (regardless of whether it’s product or services for sale or your job qualifications), that’s great!  If they don’t embrace your ideas or what you have to sell, it’s their loss.  Period. 

     Don’t busy your mind with overkill analysis.  Move on to the next opportunity.  There is always a next opportunity that comes from what you make happen, and you can only make things happen when you’re free from dwelling on what didn’t happen! 

     You think maybe this sounds good but isn’t practical?  Wrong.  It sounds good because it IS good.  Making things happen and dropping the things that don’t along the way, are both a matter of choice. 

     Simply recognizing that your behavior is your choice will often turn the tide by itself, and other times will prompt you to free your mind up sooner rather than later.  It feels pretty stupid to be wallowing in disappointment and feelings of failure when you are thinking that you are CHOOSING to wallow and feel sorry for yourself. 

     Okay, and what will make all of this thinking work quicker and more effectively?  Getting in touch with the “here and now” that’s in your face (and that’s passing you by, NEVER to be retrieved if you’re busy wallowing), and the best way to do that is to TAKE A FEW DEEP BREATHS. 

     Circulating more oxygen to your brain makes you more alert and tuned in (kind of the opposite of wallowing).  Deep breathing also circulates more blood flow to your muscles, making your body more relaxed, less tense, more prepared to be going forward. 

     You’ll find four (just 4) VERY simple, detailed steps for making the most of deep breathing elsewhere on this site.  Try the “Magazine Articles” tab above, and click on the second article link (“Are You Breathing?”) in the lefthand column. 

     Oh, and as you thicken your skin, remember to believe in yourself, will you?  You are unique.  There is no one else on Earth exactly like you!   halalpiar   

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Check out and contribute to the daily growing 7-Word Story started 140 days ago (inside a coffin).  Click on the link to the right, or go to the “BOOKS” tab at the top of this page, then to the top headline link.

When did your ego (or favorite

 blog) last get the best of you?

     This morning at breakfast?  In a meeting?  On the telephone?  At lunch?  Over the conference table?  On your way home?  After dinner?  All of the above?  (Oh, ha-ha, not me! Not all of the above. Good heavens, man, I’m not that bad!)

     Well, maybe, maybe not.  If you think something outside your own body got the best of you AT ALL, you may have a problem.  Why?  Your ego can only take over when you CHOOSE for it to take over.  You don’t get angry and no body makes you angry. 

     You choose to feel angry about what you or someone else does or says or something that happens.  You may not be making a conscious choice, but it is nonetheless a choice. 

     Contrary to what the majority of the civilized world’s population seems to believe: Behaviors –ego, guilt, anger, arrogance, or otherwise– don’t fall from the sky and land on your shoulders and make you into an ogre or cause you to do or say anything.     

     So, tuck that little pouch of wisdom in your pocket and let’s go take a look at the blogosphere.  What is it that bloggers seem to be grasping at and pretending they have no choice about these days? 

     Now, I don’t look at hundreds of blogs because I also have a life, but it seems to me that the ones I do check out are inevitably shallow ego-trips aimed at unloading lots of doom and gloom lectures in very authoritative fashion.

     Why is this important to business owners and managers and entrepreneurs?  Well, here’s the news flash: believe it or not– you are human too! 

     Just because you run around in scuffed shoes and drooling your last meal out of the corner of your mouth because you’re so preoccupied with your cashflow, or the bumbling idiot who’s representing your business interests somewhere, or the next big idea you’re birthing, doesn’t mean you don’t or can’t have feelings!  The bloggers who lecture on current events and industry trends love having you return to their sites because they’ve made you worry or sad or angry or enraged.  They live for that. 

     Alrighty then, you’re rushing through life and are now close to relying completely on the Internet for information and nurturing.  Blogs have become a way of life.  You visit YouTube and Face, then tweet your brains out on Twitter before hitting up your favorite 3, 4, 5 (?) blogs, where you get massive doses of smug, self-serving, know-it-all infusions of negativity. 

     Hey, you might as well be watching that 11 o’clock news crap . . . nothing like seeing babies burned in ovens, terrorist beheadings and a family of 14 jammed into a compact car and crushed by a runaway dumptruck just before you go to bed!  Great food for lovely stressfree dreams!    

     So where’s a serious entrepreneur to turn?  Sideways.  Check out what’s around you instead of the steady diet of what’s on top of you and what’s being pulled out from under you. 

     Many blog writers are just closet psychos.  Their only interest in you is as a site visitor and comment poster.  The more they get, the more the search engines reward them with bumped up rankings.  They don’t care about misleading your tired brain, or about helping you learn or see new ways to help yourself. 

     The Blog Smog is just as useless as network TV news smoke and mirrors acts.  Choose what you want when you want but don’t choose to think that all blogs are worthwhile uses of your time.  They’re not.   halalpiar

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Check out and contribute to the daily growing 7-Word Story started 139 days ago (inside a coffin).  Click on the link to the right, or go to the “BOOKS” tab at the top of this page, then to the top headline link.

Can you answer this

barrage of questions

to your own satisfaction?

     Do you believe in an “educated consumer”?  What do you do or not do to promote that?  Do you actually teach prospects and customers about your products and services while emphasizing benefits (because you know of course that people buy benefits, not features). 

     Do you educate others about your industry or profession?  Do you share the dirty little secrets of your industry or profession with customers and prospects?  (And please don’t pretend there aren’t any!)  How do you do this or not do this?  Are you sidestepping what needs to be transparent?

     Do you inform customers and prospects about your competitors?  HOW do you do that or not do that (i.e., what steps do you take or not take regarding this point)?  Are you gracious about it?  Aggressive? 

     Do you only accentuate the positives?  How do you like to have salespeople deal with you?  Do you represent information to customers and prospects with an air of pomposity or humility or a little of both?  Or neither?  Again, how do you like to have other salespeople deal with you?

     Do you ask questions first and listen [the most effective salespeople listen 80% of the time and talk 20%] carefully, or just launch into a lecture?  Do you lecture or inform?  Do you share just the right amount of information that the customer or prospect wants to know (vs. too much or too little)?  How do you know?

     Are these questions reminding you to listen more?  Are you choosing to feel annoyed by these questions?  Or are you choosing to feel invigorated by them?  Are you remembering to put youself in the customer’s/prospect’s shoes (empathy) or just steamrollering forward, or shooting from the hip?  Do you paraphrase and offer examples?  Do you ask for feedback? 

     Do you get tired of other salespeople when they blabber?  At what point do you say something or simply walk (or run) away?  When you think about the salespeople who have lost you as a customer or prospect, how did they do that?  What does it make you think of?  What are you learning about your SELF right now?  Hmmmmm?

     Okay, well this is all just getting you ready.  Tomorrow (now that you are primed or re-primed about how to deal with them), we’ll start focusing on how to get those customers and prospects in the door!  See you then.      halalpiar   

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Check out and contribute to the daily growing 7-Word Story started 138 days ago (inside a coffin).  Click on the link to the right, or go to the “BOOKS” tab at the top of this page, then to the top headline link.

Are you FOR SALE?  Of course!

You’re looking at this because you couldn’t quite figure from the title why you should be included here because you’re not a sales rep!?!?

Guess what?  You’re a sales rep!

Whether you like it or not, whether you agree or not, whether you think you’re above it all or not because you’re an accountant, doctor, lawyer or Indian chief, the sad-but-true news is that you ARE a SALESPERSON!.

Why such an adamant statement?  Because it’s true.  All of us –even if you’re not officially in a sales role or sales function or earning sales commission– are selling something (Our selves?  Our ideas?  Our work?  Our religious beliefs?  Our political persuasions?  Our experience? ) and we do this selling every day, even most of the day for most people . . . some, actually, all day long!

Many folks out there (particularly those who like to categorize themselves as “professionals”) don’t like to think of themselves as being in sales because they consider sales a low-life business function and think it compromises their integrity!  Right?  I know you know who I’m talking about.  You can probably rattle off a list of some of those clueless, self-aggrandizing-types.  (Maybe print out this post to leave anonymously on a qualified desk?!)

So, without further ado, HERE (TA-TA-TA-TA-TA—TA-TA!): 

 IS REALITY!

REALITY IS that people don’t buy THINGS! 

REALITY IS that people don’t buy SERVICES! 

REALITY IS that people buy P E O P L E !

Granted that –at one time or another– all of us have had to be an unhappy customer or prospect when we’ve found ourselves (by choice of course) in a captive situation that really offers little choice.  Remember having to pay $4.50 for one small bottle of water in the middle of the trade show floor at the fancy hotel?

Why?  Because there’s just two of you manning your booth and you were thirsty enough to start chewing perspiration out of your socks (well, yuch, that’s like a little over-the-top thirsty, isn’t it?).

Anyway, the bottom line is that, unless you have no place else to turn and could lose your job for trying to turn, you really do have an easy choice with every purchase for every product and every service.

And the deciding factor for that choice that you have will inevitably be the person representing what you’re looking to buy.  Because (of course you know what’s coming here): People buy people!

You already know this if you are an officially designated sales rep.  Though you may occasionally forget to practice what you know when you overlook a bit of good grooming or good manners or good listening . . . or when you spend too much energy ticking off product or service features instead of benefits.  Sound familiar?

If you are NOT an official sales rep, you might first of all want to try the job for a few days to see for yourself why it’s just as challenging and stressful and professional as any other career (accountants, doctors, lawyers and Indian chiefs included).  Okay, you don’t want to do that.  Can’t say I blame you.

Being a professional salesperson is very demanding work because it requires you to be alert and on your toes literally every waking minute . . . with, even, laminated business cards folded into your bathing suit pocket while on vacation!

The point is that no matter who you are, no matter what you do for a living (even if you’re a teacher or government employee), no matter where you live (unless you’re a hermit!), YOU ARE A SALESPERSON!

The sooner you realize and accept this, and get to work learning more about sales so you can be better at it, the more effective you’ll be as a human being and the more productive your business and organizational efforts will be.  The best place to start is with a mentor.  Know any good salesperson willing to train you in return for referrals and leads perhaps?  Are you FOR SALE?  Of course you are!

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 Hal@BUSINESSWORKS.US        or comment below

“Screw it!  I’m gonna do

what I’ve always wanted

to do, and make it work!”

     You know what?  I am a businessperson first and foremost.  From my first lemonade-and-comic-books-for-sale stand when I was six years-old, through years of Madison Avenue advertising agency creative and management work for Fortune 500 clients, I’ve been a businessperson. 

     Through a dozen years of fulltime and adjunct business marketing, management and psychology professorships on three different campuses, and through three overlap years of hosting a daily feature radio show, I’ve been a businesperson.

     Through conducting 20,000 students’ worth of management training programs, and coaching nearly 500 new business startups, plus consulting with hundreds more, I’ve been a businessperson.

     Yet, the blanket under it all, the thread that weaves it all together, the place where my heart is while my mind and hands have been busy being a businessperson, is writing.  If first and foremost, I am a businessperson, then always and forever after, I am a writer.

     Knowing this has made me a better businessperson . . . and a better writer!

     What are YOU really all about?  What do you DO for work every day?  What do you DREAM of doing for work every day?  HOW can you combine those.  [I am now primarily a business writer and writing consultant, for example — traditional advertising, Internet websites and blogs, public relations and feature stories.]  

     Am I kidding?  No.  Am I being unrealistic?  No.  What you do for work every day is your choice!  Whether you do for work every day what you dream of or not, is your choice!  If that doesn’t seem possible because it’s simply too hard for you to do what you want and to make a living at it, THAT is a choice.  Choose for it to be easy!

     Too many of us cruise control through life doing jobs we tolerate, rather than those we know we could have more fun with.  With so many people on the transition bubble right now, it may be the perfect time to simply step back, and make yourself happier and healthier and less stressed.  How?

You walk up to the mirror, throw back your shoulders, smile and say “Screw it!  I’m going to do what I’ve always wanted to do.  And I’m going to make it work because it’s my choice, and because I don’t want to dry up and shrivel up by investing myself and my energy and my heart in maintaining the status quo!  I can enlist my family’s support.  I will at least explore this thinking.” 

     Give yourself the opportunity to be a better businessperson AND a better cowboy or dress designer or sailor or artist or restaurant owner or dog trainer or landscaper or W H A T E V E R by applying your business expertise to what makes for FUN in your life.  Consolidate.  Combine.  You can try it.  You can make it work.  You need only to make the choice.  Explore!  Exhale!  Enjoy!  

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Hal@Businessworks.US or 302.933.0116

 “The price of freedom is eternal vigilance!” [Thomas Jefferson]

Thanks for visiting. Go for your goals. God Bless You.

Make today a GREAT day for someone!

“You can’t build a reputation

on what you’re going to do.”

–HENRY FORD

We’ve talked before about the definition of integrity being doing the right thing even when nobody else is looking.  The dictionary says it’s “the quality of having strong moral principles,” and “the state of being whole, unified and sound, without corruption.” 

I mention it here because integrity is the best kind of reputation to have.  Some customers flock to some businesses because they offer the lowest price.  Some seek only to have quality at any price.  But in today’s volitile marketplace, integrity (“HIGH TRUST”) is what sells most consistently and most profoundly.  It’s what anchors that elusive customer characteristic: loyalty! 

Consumers have been duped and led to slaughter for too many years.  Consumers are tired of hearing about businesses that make empty promises, that fallaciously attach themselves to worthy causes but fail to walk the walk when it comes to the moment of truth.  

As proverbially expressed, deeds and action speak louder than words.  

Consumers are demonstrating, across the boards, that they do not any longer want to deal with “low-trust” talk-the-talk businesses. 

     What separates “HIGH” from “LOW” trust?  Integrity. 

     How does a business gain integrity?  By gaining respect. 

     How does a business win respect?  By establishing a reputation. 

     How does one build a reputation? 

• By consistent demonstration of honesty and fairness with both internal and external customers, and appreciation that the two need to be viewed as interchangeable. 

• By recognition that the customer is always right and that there are never any exceptions to that short of legal violations or physical violence. 

• By (back to the proverbs) practicing what you preach! 

Being partly honest in business is like being partly pregnant in life. 

If your assessments of your business and the spin you’ve been putting out to the public (or, more correctly,  to your marketplace) are filled with um’s and er’s and maybe’s and sometimes’ and occasionally’s, you’re not kidding anyone but yourself! 

Are you and your business, for example, making token donations to charities, or are you and your employees getting into the trenches and helping charitable organizations to raise money and move forward?

It may be time to step back and revisit your mission as well as the services you perform and that you provide both inside your doors and out.  Today’s a good day for that.  Think about it. 

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Hi there, I’m “Getting Stale!”

What’s YOUR name?

     Do you think the answer to the old question, “what’s in a name?” is “nothing!”?? 

     Whether your business name is old (Hershey) or new (Smart Car), if you don’t reassess it regularly (at least annually), odds are it needs a tweak, a facelift, a transfusion, or a lobotomy! 

     Step back from the name and ask yourself if it’s still as meaningful, insightful, engaging, and competitive as it once was.  Does it play off of or make use of positive established associations (the Prudential Rock and MacIntosh Apple)?  Does it tie itself to positive, known or established concepts (Gorilla Glue)?  Is it born of positive, known or established (even competitive) name parents (Viagra from Niagra, Hondai from Honda)?  Does it offer a double entendre experience (Cluck U Chicken)? 

     Does your business name set up a branding line, themeline, rhyming or alliterative payoff (“You’ll never bite a burger better than a BUBBA!”)?  Is the URL taken (or purchasable)?  Is it easily visualized (Friendly’s)?  Has it some unusual aspect to its meaning or appearance (The Burger King crown, the colored Google lettering)?  Does it fit with where you are and where you’re going (EZPass)?  What would it take to achieve a fit? 

     Does it need total transformation or just a slight nudge (The New York Mets from The New York Metropolitans)?  Might it be presented as a new division or department or subsidiary of the old existing name in order to gain more market relevance (MsNBC)?  Is there too much “goodwill” accumulated with the old existing name to consider a departure or could it be time for introducing “the son or daughter or brother or sister of” the old established name (“From the makers of . . .”)?

     Why are you still reading this if you have no serious doubts?  If you’re a new or small business, the kind of transition suggested is certainly simpler and less-expensive to achieve than with and old or large business.  On the other hand, old large business name transformations (ESSO to EXXON, for example) can be historic and have monumental impact if they’re executed properly. 

     I drove by Charles Brown Glass Company yesterday, and thought, had that been my name and business, I would have bitten the proverbial bullet (and probably upset my grandparents) by simply using my less formal “Charlie” to capitalize on all the icon cartoon character references out there.  Wouldn’t you enjoy telling people you worked for or delivered to or supplied or represented or bought glass from Charlie Brown?  (Maybe even hire a receptionist named Lucy and pack the glass for delivery in “Linus Blankets”?)

     I know, I know, here come the lawyers!  But it’s pretty hard to legalize someone out of using their real name even when it’s an already-famous one.  BJ’s Bar in Ocean City, Maryland, must be thrilled beyond belief that a new BJ’s merchandise buyer’s club has just opened in Southern Delaware, half an hour away, accompanied by massive regional advertising that inadvertantly urges the public to both sets of business doorsteps.  

     What’s in YOUR business name?  Does it work?  Where’s it going?  Will changing it in any way get you where you’re going quicker, more productively, more profitably?  halalpiar

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