By Jon Norwood
I’ve started four businesses and successfully sold three. The common factor in all of them is that I made at least one serious error right out of the gate. When youÂre faced with a fixed and immovable object, caused by either a mistake or due to matters outside of your control, if you cannot change it stop fighting it. But simply embracing it is not enough however. Adapt your plan and make this obstacle part of your intentional offering.
Military strategists, as well as every mother of little children, have learned how to roll with the punches. Adapt to the environment and its challenges. If you want to guarantee your failure, approach your business (and life in general) with a stiff neck and refuse to be flexible. If you donÂt believe me, just picture all those poor suckers that collapse while standing at attention with their knees locked!
Real World Example
A businessman opened a “ropes” course for corporations. After he founded the company, spent the revenue building the course and marketing the opening of his new venture, he was informed that he could not sell alcohol. He didn’t think it would be a major problem, but as the months went on, he discovered just the opposite.
The corporations discovered that they had a hard time getting “buy in” from their employees and volunteers that were asked to spend an entire day that far out in the country, and not be able to have a happy hour after the event. In fact, the promise of a happy hour was a major selling point for his competition!
After 2 years of struggling, he was considering closing the doors. Then he had the idea that he could embrace the problem. In other words, he could look for organizations that would choose him over his competition BECAUSE he CHOSE to not serve alcohol.
Religious and conservative organizations found this marketing enticing. To his surprise, many organizations began to choose his course because they would no longer be vulnerable to law suits due to alcohol abuse and driving under the influence! His limitation became a powerful selling point.
Embrace your limitations and find a way to position them as strengths.
Bad location? Say it was on purpose and adjust your offering.
Spent a ton of money on a typewriter when everyone else is buying a computer? Learn to research for the next time. Say you love the quality and send out letters from that typewriter with marketing about your dedication to quality!
There is always an angle! You just have to stop freaking out to see it. ItÂs not a matter of being misleading in any way, itÂs a choice of looking at the situation from a positive mindset and marketing from that perspective.
