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Cause Marketing or Worthy Cause Marketing?

The nation’s #1 wine brand was built without relying on commercial advertising. Instead, while building the Barefoot Wine brand, we used what we termed, “Worthy Cause Marketing.”
Every business faces the same problems. How do you get the word out about your product or services? How do you do this in an efficient, targeted manner? How do you gain a loyal following? Customer acquisition and retention can cost millions,… Read More

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Build Your Business using Guiding Principles – Part 4

The critical decisions we make in business are guided by our attitudes toward our employees, our creditors, our vendors’ representatives, and our customers. How we treat these people is based on our perceptions, opinions, and attitudes.
In this series, we have endeavored to demonstrate how our guiding principles affect our success. By putting ourselves in the other person’s shoes, we get an objective view… Read More

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Mayans Under Investigation! World Doesn’t End!

According to some interpreters of the Mayan calendar, the world was supposed to end December 21st 2012. We wonder if they were somehow disappointed when they woke up the next morning and discovered that their plans fell through.
Seems like every ten years there’s a new doomsday scenario grabbing the headlines and pandering to our natural survival instincts. Whether it’s a calendar, comet, or polar shift, the planet… Read More

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Sales Professionals Deserve our Respect

From the outstanding musical, “The Music Man” to the hilarious movie, “Used Cars,” people in the sales profession have long been saddled with an unfair stereotype. Yet, without sales, few businesses would succeed.
Our economy relies on hundreds of thousands of salespeople that most of us never see, but their skills are responsible for our high standard of living. They call on the buyers who produce and sell… Read More

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Successful Hiring takes Preparation, Permission and Patience

No matter what business you think you are in, you wind up in the personnel management business. Your first hires will require a great deal of your time and energy with no guarantees. Your way may conflict with their previous way of doing things.
For the most part, great employees are not found, they’re made. In order to delegate and allow your company to grow, you really have no choice.
All this takes time, energy, preparation… Read More

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Kindred Spirits, Fellow Travelers, and Strategic Partners

One of the most effective and often over-looked resources to build and grow your business  is strategic alliances. “Partnerships” with other businesses and organizations who benefit by your success can help you meet your bills, get the word out about your company, and improve your image.
Who succeeds if you succeed? As your business begins to grow and gain traction, you may find new allies you didn’t know you… Read More

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A Solid Business Foundation is Necessary for Success

When you build a house, the foundation must be laid strong and straight. If it’s not, the framers try to make up for it. When they can’t, the drywall guys try to make up for it. When they can’t, the painters try to make up for it. When they can’t, you’re going to have to live with it. So rather than cause problems all the way up your structure, lay your foundations straight and true.
It’s been said that it’s not the… Read More

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Improve Your Chances of Success by Starting Small and Carefully

As long as your product is not in a specific market or retailer, it can’t be discontinued. Once you are discontinued you may never get back. You’ve got one shot. Take careful aim and hit just one bullseye at a time.
The shotgun approach may get you more distribution in the beginning, but, due to complications and idiosyncrasies in the distribution system, or due to you own underestimations of labor and oversight, your… Read More

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The Advantages of Being a Small Start-Up – Part 3

By focusing on your customer, and not your big time competitors, your small start-up has the opportunity to address the market with creative and relevant products.… Read More

In this series we have examined some of the powerful advantages of being small, undercapitalized and able to turn on a dime.
These days, with lawyers running the big corporations either in fact or in fear, more and more truly game changing concepts are coming

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