Archive for the 'BRANDING' Category

Jan 04 2012

“DOCTOR BUSINESS”© (1 of 2)

Great Medicine is not

                       

always Great Healthcare!

 

[Credibility reference for visiting professionals: Hal is the author of DOCTOR BUSINESS for physicians and DOCTOR SHOPPING for consumers. As a 30-year advocate for both, overlapping his business consulting career, Hal served on national healthcare committees, won national awards and worked with over 1,000 physicians.] 

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We in America are headed down an astronomically-expensive healthcare road of no return for small businesses and professional practices. So NOW may be the best time to share some critical business insights with medical and allied health professionals.

And if you’re in any way involved with sales TO doctors,

stay with this post (and tomorrow’s, and be sure

to check out the link in the next sentence).

First, you do not know it all. Second, if you’ll pay attention to this short post (and tomorrow’s), you will know enough to get you through the leading edge of the oncoming mandated healthcare storm. Third, if the storm can in fact be sidetracked or beaten back, you will gain even more by digesting and using this information now.

Like it or not, the key to your survival and growth is rarely the medical training, skills and experience you offer… these great strengths of yours are merely “features” that patients will use to justify choosing you. With mandated healthcare, there will be no real choices to retain your services, but there may be choices to avoid your services.

More often than not, your success as a healthcare professional is tied to that word you may dread: marketing… but NOT “marketing”‘ as you have come to know it: office popcorn, candy and sub deliveries, event tickets, dinners, golf.  (Effective marketing that creates sales is the only way your practice can keep pace and grow right now!)

Most medical marketing is either noncommunicative because it’s too technical for the target audience or it’s too verbally bland, too visually sterile, and utterly meaningless — like virtually ALL hospital advertising messages!

How does this happen? Most medical skill development is rational, logical, analytical, unemotional left-brain activity based. Most effective marketing (which includes advertising, promotion, sales, and public relations) works because it appeals to right-brain emotions.

To achieve improved musculo-skeletal balance, physical therapists tell us a commitment to training, retraining, and ongoing exercise is required. The same kind of commitment is needed to achieve right brain/left brain balance… the root of stress management, self-control, self-esteem, and trust.

Trust is every patient’s

cornerstone of confidence.

                                                                               

No more than a radiologist is a good first choice for surgery, a technical thinker/writer cannot be expected to write marketing content that triggers emotional buying motives. Though I would hardly endorse the specialty, many cosmetic surgeons get it. They market benefits and results instead of features.

Someone seeking results (and in medicine that almost always means reassurance in some form) is not the least bit interested in what technique or instruments will be used. That person will want that information simply to justify the decision, but it is not what will ultimately “make the sale.”  Having a sense of trust makes the sale.

HOW to market your trustworthiness? Tomorrow. Here. The answers.

                                                                       

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Hal@Businessworks.US

Open  Minds  Open  Doors

Make today a GREAT day for someone!

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Jan 03 2012

2012’s “Top Six” Business Hurdles

1) The Economy  

                 

2) The E c o n o m y

                                     

3) The Economy  

                         

4) The Economy

                                     
 5) The Economy  
                     
6) The Economy
                                    

     

Standing 30 million strong, America’s entrepreneurs and small business owners are a force to be reckoned with. But we who own, run, and manage small business enterprises are all independent-minded. Who is there to pull us together? The SBA? A joke. The White House? A bigger joke. Corporate giants? HA! Unions? Right!

There’s no rocket science here: A strong economy requires new jobs from small business. ONLY small business (especially new small business) creates real jobs (vs. artificial ones created by government and unions). Innovation is the trigger. There is –and has been since 2008– ZERO support for small businesses to be more innovative to create jobs. Voila! Economic Quagmire!  

The only recourse we have for moving forward in a productive direction, that can make a difference is to grow our businesses to the point of stimulating increased innovation, comes in two assertive steps:

  • Take the time out of our business lives to do something about prompting a change in our favor. [Government has made sure that there is no other choice. If we don’t take the time, we will not have any business left to start with.]

  • Prod ourselves to become more active voices in our industries and professions and in every community that supports our business, to speak up for small business.

But I don’t like having to be political, says you? Well, sadly, it’s another no-choice situation. More here on that. The point is you must behave as if you were a candidate running on the PP&N (Preserve, Protect & Nurture) Small Business Party ticket. No, you need not become as despicable, overbearing or annoying as the role models.

It’s all about speaking up for what we believe in. If you simply feel you cannot live with that option, then find someone who can fill the role for you.

                                                                    

Recruit an advocate. Look around your business associates, family members, and those who live in your neighborhood. Find someone who can help advance your ideas and thinking about small business enterprises to be your spokesperson. Ignite your own crusade for meaningful incentives for innovation and job creation.

Make sure the person or group you select supports your position and agrees with the need to vocalize your interests to others. You provide the road map for this effort. Should it include, for example, giving talks or presentations to local organizations? Being available for news release follow-up contact? Ghost-writing a blog?

Oh, I’m sure it goes without saying, but reminders can be useful: You won’t find someone to help with this by not looking. Start now so we can breathe more life into small businesses to make a difference on November 6th.

                                                          

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Hal@Businessworks.US   302.933.0116

Open  Minds  Open  Doors

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Jan 02 2012

Creating Business Team Chemistry

 Great leadership

                               

 is not always transparent!

 

Every winning sports and business team has a sparkplug — THE one most enthusiastic, energetic, pumped-up, mover and shaker who ignites her or his teammates and gets them focused on achievement. 

Combined with what most of us might designate as leadership qualities… trust, authenticity, integrity, empathy, compassion, active listening, speaking clearly, sense of humor, teaching by example, et al…the single sparkplug ingredient, the piece that brings it all together, comes quietly from inside… and is not always transparent. 

Sparkpluggyness  is not tangible, obvious, or even evident in many cases. It is a fire-in-the-belly sense of desire and mission. True leaders exude it, and usually without ever even noticing or acknowledging it. It’s something that “just happens” as many have shared along their career paths.

So how does one begin to cultivate and nurture the characteristics that lead to rewarding practices of inside leadership? Do boosters work? Energy drinks? Coffee? Drugs? Ginseng?

One might best begin with a large dose of self-esteem, let that percolate into self-confidence, add a dash of deep breathing, proper exercise, enough rest, nutritional foods (and obviously eliminate addictive tobacco and alcohol products along the way), and work at mastering the ways of dealing best with your own stress.

Try whatever comes along until you find the one thing that best works for you. Is it jogging? Lifting? Yoga? Massage therapy? Playing with a pet? Pursuing a hobby? Swimming? Gardening? Painting? The answer is different for every single person. But you’ll never discover what’s best for you if you aren’t continually experimenting.   

This is all about getting in touch with your inner self and firing up that furnace. If YOU don’t know what makes you tick, you’ll never be able to know how to best figure out what makes other people tick, and how to best deal with them to get them motivated.

Even Maslow’s Theory of Motivation relies one-hundred percent on a manager’s ability to “size up” others to be able to best reward them at a level that’s most meaningful to THEM. If you give me a plaque when I most want a more impressive title, you’re wasting my interest and sense of teamwork. You will not gain my commitment.

This little piece of leadership need not be for public consumption: The more you know about what makes YOU go, the closer you are to understanding and motivating others, and the more you can succeed at getting others to achieve, the better a leader you become and the more you will accomplish, transparently or otherwise.

                                                                                     

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Dec 26 2011

2012 Mission or 20/20 Vision??

Is Your Vision Statement

                         

A Mission?

 

Does Your

                    

Mission Statement

 

Have Vision?

                                              

You’re getting ready for 2012 and you’re confused? Gee, hard to imagine . . .

                                                    

Just because the media and politicians tell us the economy is getting better? Just because we’re looking at a healthcare reform that has absolutely nothing to do with healthcare and everything to do with costing small business more? Just because enemy combatant terrorist situations surface from those we’re told are not really terrorists, and from circumstances that we’re assured do not exist? Just because global warming hoaxsters had us running to refrigeration investments?

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We’re probably feeling like confusion is nothing new, right? So why not live with a little more?

Well, here’s why: The business you own or manage doesn’t need to be as misguided and convoluted as politicians and the media. Remember they get paid for creating confusion. Your success depends on keeping things simple.

Keeping things simple starts with attitude, awareness, and hard work.

First off, don’t let anyone tell you to work smarter and not harder. That’s baloney! Every business success comes from hard work. Next, don’t let people confuse you about the characteristics and values of Mission and Vision Statements. [No, they are NOT the same!]

A Mission statement is essentially a declaration of intent, challenge and pursuit. It is your goal statement that clearly and succinctly explains what you plan to accomplish over what specific period of time and by what means. It is action-focused.

And, like every meaningful goal, your Mission Statement needs t0 be specific, flexible, realistic and have a due date. [Without all four criteria, you’ve nothing more than a wishlist fantasy!]

A Vision statement is a summation of where you see your business in 5-10 years. It is a picture you paint in your mind and share with others. It answers the question: If you succeed in your mission, where will you be?

It’s a set of words that best describes what you imagine to be your future state of existence, and how you expect (hope) to be viewed by others: your employees, associates, vendors, customers, markets, industry or profession, and community. It is dream-focused. It’s primary value is to inspire pursuit of your Mission.

What’s your Mission for 2012? What’s your Vision for 2020?

Oh, and in the same fashion that it helps to start ANY mission with 20/20 vision, it is often most useful to put your 2020 Vision on the table (to keep focused on it) while you develop your 2012 Mission (or while you think up the ways to get where you want to end up).

~~~~~~~

More FREE insights on

 2012 “LEADERSHIP”?

Come visit me at TBD Consulting’s Jonena Relth’s site and comment on my Guest Blog posts:

LEADERSHIP TRANSPARENCY

“I” IS FOR INTEGRITY

and “T” IS FOR TRUST.  

 

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Hal@Businessworks.US   302.933.0116

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Make today a GREAT day for someone!

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Dec 20 2011

Business on the cusp of Christmas (2 of 4)

Updated From the Best of Hal’s Christmastime Business Posts . . . 

                                                                              

EA$Y DOE$ IT ON

                                  

CHRI$TMA$ EXPEN$E$ 

                                                                      

“Down in Onunderoverup”? Huh? Oh: Down and in . . . Revenues and profits are down. It’s the worst holiday shopping season in memory. In and on . . . Brick and mortar businesses are getting killed by the invasion of online businesses. On, under, and over . . . Online businesses are being undercut by overkill retail sales events. Up . . .C’mon folks, let’s own up to the reality that this is a bite-the-bullet Christmas for probably two-thirds of all Americans.

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IF — like many others this year who don’t work for do-nothing, free-spending government agencies or bailed-out corporate giants — IF you happen to be having a tighter Christmas ahead than those you’ve left behind, you may want to consider three points:

  • Unless you choose for it to be (behavior IS a choice), you need not think that it’s corny, hokey, old-fashioned, ancient, not P.C., or “yeah, so?” (Thoughts are things!), to consider this first point…

1)

Here’s how it goes: choose for a minute or two to think that Christmas is not all about you, except as a a joyful celebrant.

While you’re staring at your screen right now, dismantle the whole holiday stress clog-up in your brain (take some deep breaths) so you can step back with a fresh perspective and see Christmas more realistically, for what it is: the celebration of the birth of Christ.

  • Okay, now, flying on the shirttails of the first point, comes this second point to think on…

2)

How have you chosen to let others (and your self) set you up over your lifetime to choose over-the-top artificial representations of this joyful event to bump the real thing off into the wings from stage center?

How have you become victimized by decades of deep and hard-hitting commercialism? 

  • Have all those sales, ads, commercials, endorsements, emails, txtmsgs, and “perfect family with perfect dog in their perfect home setting” images left you with the guilties because you can’t afford that surprise diamond or vacation gift for your spouse this year? Because the kids will have to settle for the cheap iPod and a slightly used Wii? Just one chew-bone and a single squeaky toy for Rufus?

3)

Welcome to reality. It’s the same place that many (probably the majority) of your customers have been quietly and more steadily inhabiting over the last couple of years.

It’s not just you. It’s not just them. It’s the vast majority of the world that’s actively downsizing 2011 Christmas gift-giving and expenses.

Well, realizing that you’re not alone sometimes serves to soften the edge. You should, by the way, also know that I am not a minister of any kind, nor have I any religious drums to beat . . . what then?

It’s Christmas!

Skimpy perhaps by past life standards, but this is this life, here and now.

We only go around in life once, and we’re in it together:

. . . business owners, partners, managers, employees, suppliers, investors, service and sales professionals, referrers, AND customers!

In a time of year that accents good will, “blame” is a nonproductive misfit. In a time of life that businesses struggle with the economy, fixing the economy becomes Job One for businesses.

What can yours do? What can you do? What can you do now, tonight, tomorrow, to take a major step toward righting your ship?

                                                                

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302.933.0116     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!

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Dec 19 2011

Business on the cusp of Christmas! (1 of 4)

Updated From the Best of Hal’s Christmastime Business Posts . . .

                                                             

The quickest fix for

                             

“Nuttin’s Happenin’”

                     

. . . is to ACT NOW!

                                 

NOW, while we’re on the cusp of

The Great American Work Slowdown.

 

Christmas is Sunday. Everyone (except for rambunctious entrepreneurs–there’s some other kind?) is moving more slowly at work. The rank and file are increasingly preoccupied with office and neighborhood parties.

Could this be true? Is it just my imagination? Are you grinning nervously at that thought or at what I might be tossing your way in the next couple of paragraphs?

 

Well, if you’re in that “rambunctious” crowd I mentioned, you probably wait ’til the last minute to shop, hate to waste time making the festive rounds but find that a couple of stiff drinks help make those swashbuckling business status-climbers and oozy neighbors a little more tolerable . . . and it’s all good practice leading up to that big week of dysfunctional family gift-giving gatherings!

Put your mouse down for a nap.

                                            

Get up from your desk or work station or laptop, and stop reading this blog (I trust you that you’ll come back). Now, DO SOME thing. ANY thing! It doesn’t matter what you do. What matters is that you do SOMEthing.

Take a walk around the block. Eat a cookie. Take a bathroom break. Turn the music on or up. Draw a picture. Get away from the monitor and keyboard and take some deep breaths. Shake your head like a wet dog. Clap or briskly rub your hands together. Take a slug of cold water.

Appreciate that by breaking your concentration, you are also breaking some element or accumulation of stress.

Don’t quit yet. Don’t rush back to the screen. Gently close your eyes and take ten seconds to massage your temples or the back of your neck (counter-clockwise stimulates more blood flow).

Pick up a pen or pencil (you DO still have one?) and a piece of scrap paper. Write or draw or diagram the first thing that comes into your mind . . . like a creative branding theme exercise!

It absolutely doesn’t matter what you record (and no one but you will ever see it anyway).

Go ahead. I’ll wait. ………. Good!

Next, draw or write or diagram the first thought you have about something you can do at 9 o’clock tomorrow morning to pump up or booster-shot some part of your business into action right away.

Maybe it’s a new direction. Maybe it’s solving a nagging problem. Or it’s reviewing reports or articles you’ve been shoveling around, or checking websites you’ve been intending to visit, or having coffee with the new (or oldest) employee (or supplier/vendor/sales rep) and listening?

Perhaps you haven’t made enough time lately to initiate collection of customer feedback?

No matter how small a step, just make it an ACTION step. SOME action always beats NO action! I hear from blog visitors all the time that success comes from having a bias to action. Do you?

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302.933.0116    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!

No responses yet

Dec 18 2011

Christmas Carol Business Message

What’s YOUR nomination for a best business Christmas message? 

“…To face unafraid

                                     

the plans that we made…”

(From Winter Wonderland

                                                            

Endless studies show people are more afraid of public speaking than of death, so it would seem to follow that most people refuse to set goals for themselves and their businesses because they are afraid of failure to achieve what they decide to pursue. I mean that makes sense, doesn’t it? Fear of failure is part of life, right?

Well, there are all kinds of answers to that hypothesis. Fear is a behavior and all behavior is a choice, so fear is a choice . . . why choose to be afraid? Having no goals (especially if you own or run a business) is like being captain of a ship that has no rudder — another example of what seems to me to be a curious choice.

Did you know that when you decide to tell someone else (who doesn’t set goals) about your goals that you open yourself to such criticism and undermining that you stand to actually end up taking steps backward instead of forward?

Did you remember that effective goal-setting requires strict adherence to a simple set of criteria? A goal that’s realistic (to separate it from frivilous pursuit of wishes, hopes, and fantasyland) must be, in fact, realistic. It must also be specific, and due-dated. be clearly written down and carried with you, and –aha!– be flexible!

If you set a goal that looks like it’s not going to happen as you get to the the due date, be flexible: change the due date. Or change the expected payoff, or the dimensions or parameters of the goal. Flexibility means it’s okay to change the goal and the direction or the planned result. Y0u will not be a failure unless you choose to be. 

Writing your goals down and carrying them with you forces your brain to buy intro them. It’s not unlike checking your wallet before you go someplace special to make sure you can cover anticipated expenses, or at least to simply take inventory. It’s a self-discipline behavior that keeps you focused on what you will achieve.

By keeping yourself focused on your specific, realistic, flexible, due-dated pursuits, you increase the odds for success dramatically, and the avenues you take will be more compatible with what you seek to achieve. In addition, your focus will attract endless resources to help you get where you’re going — people, events, information, money.  

Face unafraid the plans that you made . . .

                                                        

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Dec 15 2011

PARTNERSHIPS

Handshakes,

                                       

Kisses, and Contracts!                                                                                                                               
                                   

It has been proverbially said in entrepreneurial circles that when two partners agree on everything, one of them is not necessary. This is probably a truism that is rarely given credibility until a highly-agreeable partnership goes south.

WHERE HUGS AND KISSES REPLACE HANDSHAKES

By the same token it has been often advised to never go into partnership with anyone other than your spouse because no one else shares the same values. There are of course –as with anything else– exceptions. I can think of two I’ve known that seemed to work, out of many hundreds I’ve consulted with.

(Curiously, both of these exceptions involved partners of father/son age differential, but neither was a father/son business. In both cases the older partner worked fewer hours and handled all computer and paperwork; the younger partner oversaw sales and operations.)

The point is that only a spouse can have the same single-minded purposes and focused energy to share. “Ah,” so you say, “but if my husband (or wife) ever worked with me, we’d divorce or kill each other! We already have too much friction between us and that would rapidly turn to anger!” Or, well, something like that.

Here’s the news: friction is a positive ingredient in life, without which in some form, a lot of life would even be possible. And anger? Reality dictates that anger –controlled anger– can be very stimulating, invigorating, motivating, refreshing, illuminating, and serve as a prompt to forward motion.

Anger is also a release. It can –again, in its controlled form– clear out and refocus unproductive stress, and invite innovative thinking. It can trigger improved communications.

Partners need not eat together, sleep together, and vacation together, but my experiences have shown that those who do, almost universally succeed because they share what they believe in, offset one another’s personalities, and support each other’s intents and initiatives to a fault. As a competitor, it’s hard to overcome that unified front.

WHERE CONTRACTS REPLACE HANDSHAKES

The place I’ve found partnerships to be most forced, and most frequently fail, is in the professional practice arena — doctors, dentists, lawyers, allied medical sciences, accountants, management consultants. Egos far above and beyond the norm tend to flair and breed “control freaks.” Unproductive know-it-all attitudes prevail.

Winning partnerships require

winning leadership attitudes and

clearly defined separation of responsibilities.

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Make today a GREAT day for someone!

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Dec 14 2011

Shake it up, Baby!

Today’s the day

                            

to overhaul

                                  

your workspace!

 

 

Changing your daily routine can be just as stress-relieving as taking some time off.

                                                            

I’m not suggesting that you abandon holiday relax time to keep working, but when the rest of your business universe slows down for Christmas and Hanukkah, it’s a great opportunity to clean up, dress up, reorganize, reassess, take inventory, take stock, plan, and set goals.

Rattle your own cage! Start by creating a better workspace. Move furniture and tools. Open drawers and clean out old stuff. File away work that’s done. Sort through magazines and newsletters; sticky-note items you want to read and toss the rest.  Reassess your lighting (and fixture bulb replacement status). Is clutter off your floor?

Can you actually get into storage areas without climbing and sucking in your gut to squeeze through? Are the backs of shelves and closets in easy reach or does access pose the need for Olympic prowess? Are your alarm systems all in good working order? Are window coverings and locks in decent shape?

Are too many door/truck/car keys, or computer codes/user-names/passwords floating around?

Does your waiting area match the level of professionalism you want to project? Dead bugs in ceiling light fixtures and dead or dying plants do not inspire much sense of confidence in professional practices, maintenance or medical supply businesses, florists, landscapers, or any kind of healthcare, food or food service businesses, among others. 

The dead bug/dead plant solutions, by the way, are not to be nurturing live bugs or plastic plants, both of which speak equally negative to your attitude and reputation. Go with no bugs, and if you can’t maintain plants to be permanently healthy, go with no plants as well! And the same goes for beat up outdated magazines!

If you think this is stupidly basic input, start to notice what you see when you visit other businesses. How many restaurants and coffee shops have you left with indigestion after facing mounted TV screens locked onto news channels? When you’re done cleaning up and reorganizing outside your self, step inside for a few overhauls!

You will never get this chance or this day back again.

Make the most of your opportunities.

                                             

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Open  Minds  Open  Doors

Make today a GREAT day for someone!

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Dec 13 2011

“GOING INTO” 2012

You are NOT

                              

“going into” 2012!

                                      

You are making it happen!

                                   

You’re an entrepreneur!

                                                            

                                                  

The forecast: stormy, bleak, doom and gloom? I don’t think so. You didn’t start or take over a business to improve your skills at playing the victim role. When you kicked into second and third gear, it was because you saw stars in the sky and you knew you were making your own choices, creating your own destiny. Right?

So, let’s look at the mess we’re in realistically. We have a chance to get out of this year standing upright, and to make happen what has to happen. To jump-start 2012– make the very best possible use of the next two weeks. That means, first and foremost, to do family relax time, pay attention to your SELF, and go with the flow.

In other words, abandon the maniacal pursuit you’ve been on all year in favor of jetting down, assessing yourself and your business. Refocus your day-to-day activities. Relax your brain, and set some meaningful, realistic goals that serve to both challenge and guide your interests and activities.

Did I say “meaningful”? Yes. Scribbling or txtg a nice-sounding statement about what you aim to do in 2012 may make you feel like patting yourself on the back, but it doesn’t mean beans about what’s real and possible and what needs to be flexible and specific and have a deadline attached. Who says? The Chief Goal Keeper.

If what you come up with as a target for yourself and your business fails to accomplish all six (That’s ALL SIX!) of the following criteria, you are simply not serious about wanting to improve your life. People fail at goal-setting because they fail to be flexible, to realize that not reaching a goal means only one thing: Change The Goal!

To be effective, any goal you set must be specific, flexible, realistic, due-dated, written on paper (and adjusted regularly), and carried on your person! Take all six of these steps, and keep your goals to yourself (because too many people who don’t have goals will try to discourage you from achieving your own!). 

If you do exactly what’s suggested here, you will be successful beyond your wildest dreams in 2012 because you will be making it happen… because you are an entrepreneur, and entrepreneurs don’t “go into” things; they make things happen. Will you? Are you an entrepreneur or a victim? Creating your own destiny is your choice! 

                                                   

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