Webster defines a metaphor as “a figure of speech in which one word or phrase is substituted for another; seemingly unrelated, which is symbolic or representative of the point to be made”. As a marketer, a trainer, as a coach, as a storyteller, I find that the use of metaphors is a powerful communication tool that can be used to more effectively reach a specific audience in terms that they can best relate to rather than my terms that I relate to. This form of audience-driven communication also indicates an understanding of “their” situation.

Let me give you an example:

To many people, the thought of starting a business is overwhelming and intimidating. They often have their minds made up before I even open my mouth. It represents change and the unknown.- two things that we humans just aren’t built to embrace. Reading my audience, I will commonly relate running a business to running a household or a sports team.

I coached hockey for eight years and what I learned from my business I brought to the rink and what I learned at the rink, I brought to the office. The comparative symbolism is fascinating - players to employees, parents to investors, the need to generate revenue along with communication skills, motivation skills, negotiation skills, time management, commitment and the list goes on and both business and sport require practice, resources, relationships to become successful.

Suddenly, as I walk people down this road, they get it… and their reluctance evaporates! And they discover it for themselves through the metaphors I provide. Running a successful sports team is indeed like running a business. Successfully managing a household requires the same transferable skills and attitude that makes a business work!

Communication on a variety of levels largely determines the level of success that you achieve and metaphors can be your best friend as an effective communicator.

To take a closer look at communication skills and resources, check out my articles: “Selling Yourself” and “Speaking of Public Speaking” both found here on my website… Larry

Without hesitation, the most significant person in my life has been my dad. After all, I’ve known him “forever”. Life with Dad is great and we love each other dearly but our relationship hasn’t been without its challenges. We didn’t always see eye to eye and there were times growing up when I just “didn’t get” where he was coming from or why he did what he did. In the Sixties, it was called the Generation Gap.

Then marketing entered my life and everything changed.

My dad was born in 1925. When he was just 5 years old Canada entered into The Great Depression which was the greatest economic tragedy of our country’s history. There was constant financial uncertainty, unemployment was high, homes were lost and even putting food on the table was a common problem. My Dad grew up in a world “without”.

When he was just 17 years old he joined the Navy during WWII, which brought about more uncertainty further shaping his personality and his values.

These two scenarios alone largely shaped the man my dad became. Let me provide an example. We have all been given tasks to perform by our parents who, when we challenge them with “why?” have responded “because I said so that’s why!” without elaboration or explanation. But upon investigation (market research), I came to understand that he drew his parenting style from what he knew and experienced in the Navy where orders were never questioned because of the life & death circumstances. Suddenly things made more sense.

Recognizing and respecting where my dad has “come from” and taking the time to listen and focus on him rather than me has positioned me to appreciate and love him more. Merle Bitner is a man of integrity, fairness, patience and approaches everything with a sense of duty, everything I aspire to be. Dad and I grew up in two different worlds so it only makes sense that we would see the world differently. But that doesn’t mean we can’t connect.

Market research positions you in exactly the same manner. The more time you take to learn about your customers – not just “who they are” but how they “got there”, the better you will be able to connect with them, understand them and anticipate their next move.

In a changing world, on-going market research keeps you connected and competitive.

To take a closer look at your customers and behaviour, check out my articles: “The Inquisitive Marketer” and “The Unique Roles of my Role Models” both found here on my website… Larry

We live in times of unprecedented prosperity! As attractive as that might sound, the accumulation of “things” has a dangerous downside for the business owner. We accumulate the tangibles such as inventory that hasn’t moved, outdated equipment & tools and we also accumulate the intangibles - bad habits all of which collectively slow us down. If you are going to be able to think clearly and move your business forward you need to continuously lighten your load.

One significant advantage for a new business over its established competitors is its flexibility to read & react quickly. Elaborate decision-making protocol, outdated technology & equipment and “the way we’ve always done it here” become the cumbersome baggage that you need to review & liquidate on a regular basis to stay competitive.

There are a number of ways to chuck your excess baggage. Begin by setting aside time each month to work on your business, to examine & assess your performance and efficiency from the “inside out”. You can take it a step further and develop a network of trusted associates who regularly meet to share experiences and discuss best practices or, retain the services of a Business Coach who you are comfortable with to provide a second set of eyes to examine your business operation from the “outside in”.

The bottom line is successful businesses work hard to stay trim and fit with a regularly scheduled self assessment and preventative maintenance program!

To take a closer look at performance and “Best Practices”, check out my articles: “It’s Time for a Performance Assessment” and “Promoting Leadership” both found here on my website… Larry

Well it’s that time of year once again. I have put in a lot of hours this year and I am heading north to Hall’s Landing this weekend for a little, well deserved “R&R”. I have been going up to Hall’s Landing on Mill Lake, just outside of Parry Sound Ontario for the past 20 years for a bit of “Me” time…

The “Fishing” that I mentioned has actually become a metaphor, now representing my mindset rather than the activity itself.

I call this my “Fall” outing and I expect that the leaves have already started to turn in that northern part of our beautiful province. I carefully guard my time on Mill Lake and these days I use it as a retreat to gather my thoughts, to reflect on the year gone by and to map out I want to accomplish over the next 12 months.

The photo below is my view from “#1”, the cabin that I stay in. I’ll start each day with a walk along the shore, cook myself a little breakfast then relax on the deck overlooking the lake and read a bit before I do some writing and eventually… “nod off”. Rain or shine, life is always good on Mill Lake.

While I’m gone, for some inspirational reading check out my articles: “The Value in “Values-Led” Performance” and “Repositioning Yourself in a Changing Workplace” both found here on my website… Larry

Where does success in business begin? I have heard all kinds of valid answers - with a great product, a portfolio of impressive skills, self confidence, a truckload of money, etc. and each of them have an important role to play. However the big reason at the top of my list is “Relationships”.

Your ability to surround yourself with the right people will open doors, present opportunities and pre-establish trust that generates leads & referrals and will position you to achieve your objectives… and reach them quicker!

Once again we are not talking rocket science. For every action, there is a reaction. Your “recipe” for successful relationships begins with two ingredients: equal amounts of Initiative & Effort. Initiative; to react when you recognize an opportunity and Effort; to follow through and ensure that the relationship develops to its full potential. If you wait for ”them” to take the first step, it may never happen, in which case everybody loses.

Successful relationships take work. They require commitment, perseverance, patience and flexibility and you tend to get out of them what you put into them. Assume a win/win attitude: “If you can make it work for them, it will in turn work for you”. Staying in touch brings familiarity which builds “share of mind” which means that they think of you first when the need arises.

So don’t be a stranger. Take the first step, control your destiny and then make sure that you meet your obligation to nurture the relationship and stay in touch - Pick them up a “Tim Hortons” and drop by for a visit.

Relationship Building and your Communication Strategy are both important factors in the degree of success that you achieve. Check out my articles: “Selling Yourself” and “Team Building, Your Competitive Advantage” both found here on my website… Larry

As a boy I can remember writing with the same pencil for weeks (maybe months) without ever sharpening it. We had a pencil sharpener at the front of the class room but for some reason I always made do. As long as it worked I never took the time to “make it work better”. Hmmm.

Little did I realize what a dangerous habit I was developing. In retrospect I now understand that it was about more than just pencils. I was developing an outlook on life that would prove to be detrimental to my future success if I continued this practice of indifference. (Yeah, I know it’s just a pencil)

Somewhere along the line I had embraced the philosophy, “if it ain’t broke don’t fix it” and it eventually permeated every aspect of my life. Yikes! Time for a change.

So one day I decided to make a change and what better place to start than in my pencil case. What a mess! But I took it one pencil at a time, made a fresh start, sharpening each pencil in my case carefully and today, I am a changed man.

If you haven’t bought into my story, here are my
Top Ten Reasons to Keep Your Pencils Sharp:

1. Things work better when they are well maintained (Efficiency)
2. Cleaner, sharper writing makes for a better first impression (Positioning)
3. The sharpening process gives you a break, a chance to re-group and collect your thoughts (Quality Time)
4. Hanging out at the pencil sharpener makes you “cool” (Improved Image)
5. A sharp pencil makes your work more “reader friendly” (Better Communicator)
6. Less wear and tear on your eraser (Profitability)
7. Keeps the “pencil makers” in business (Economic Impact)
8. Sharpening that pencil draws a lot of attention (Marketing)
9. Makes you feel proud when someone borrows it (Self Confidence)
10. A sharp pencil reflects a sharp mind! (Winning Attitude)

So get the lead out and clean up your act. Be proactive in your thinking. Focus more on the reader and less on yourself. Don’t just “do the job”, make an impact, stand out in the crowd. Take a little pride in your work!

To take a closer look at your performance and your “Best Practices”, check out my articles: “Five Great Ways to Think Bigger than the Next Guy” and “It’s Time for a Performance Assessment” both found here on my website… Larry

How does the “little guy” or the new business owner, compete with corporate giants, big boxers, those companies that have been around forever, have incredible cash flow, access to endless resources and retain a customer base that seems to go on and on and on?

Maybe not “head to head”, but how about heart to heart! Oddly enough, the bigger a company gets, the smaller its heart seems to be - (Opportunity!). Fundamentally, people buy from people not companies or corporations. Studies show that your ability to connect with or “reach” people definitely impacts your success and the good news is, not everyone does this well.

Emotion is one of your most powerful resources. The word “emotion” was derived from the phrase “energy-in-motion” and when you develop techniques to control and direct your positive energy, it definitely reaches people on a higher level, in a profound way, with amazing results.

Begin learning to harness and package your passion, that love for what you do and channel that emotion in the direction of your customers, suppliers, employees and peers. Let’s see how you stack up to the big guys “heart to heart”!

To take a closer look at yourself and your performance, check out my articles: “Selling Yourself” and “Sell the Benefits to Improve Your Sales” both found here on my website… Larry

Capture Uniqueness
While my “Advertising Works” postings focus on the endless options available to more effectively reach your audience, today let’s focus on “Image & Perception”. First impressions are lasting impressions. A first impression determines whether you pick something up, read it, react to it, keep it for future use or just “toss it”. A strong first impression delivered effectively will instill the perceived value that generates further activity and the uniqueness of your “look” is significant.

When advertising generates “activity” – a visit, a phone call, an email, a hit on your website, it has accomplished its fundamental purpose, and so much of that “activity” factor hinges on the first impression.

Visiting Angels Inc. , a Niagara based company provides personalized senior care for our aging population. For their tenth anniversary they are holding a “By Invitation Only” Dinner and instead of buying the usual stock invitations “off the shelf”, they had custom-made invitations designed by Hip Ink Custom Invitations recognizing the visual impact that it would create.

The invitations are as special and personalized as the services that Visiting Angels provides. There are a growing number of companies that create these custom hand-made invitations and the market is responding to this effective method of capturing and marketing uniqueness.

A mix of Advertising, Promotion & Publicity create an important balance in your Growth Strategy for your business. Check out my related articles: “Building Brand Awareness” and “Finding a Way to Win”, both found here on my website… Larry

First impressions often determine the difference between picking up a new client and losing them to someone else. While a client is initially considering using your services they constantly look for clues that indicate what “doing business with your company” will be like.

Of course there are the visual clues, the track record, the brands you carry, the referrals & testimonials that you supply, etc. even the way that you shake hands but there is another key indicator that weighs heavy in determining whether they pick you or the competition. That key factor is being on time!

Sounds fundamental but as they say, “Time is Money” and oddly enough, I carefully guard how “you” manage “my time”.

I am a fan of television’s “Inside the Actors Studio” on Bravo and this past week they featured comedian Chris Rock. Chris is a fantastic storyteller which is one of the reasons that he can hold an audience so well. That, and the fact that he is an extremely funny man with great material.

I’m not good at remembering jokes & punch lines but Rock spoke about the influence that his father had on his success and it really hit home. His father told him growing up: “There’s no reward for being early. You are either on time or you are late. Few people will remember you being early but they all notice you being late!” (I dig…)

I see too many people miss out on incredible opportunities because of the little things that they don’t do well. So set your clock five minutes fast or do whatever works for you but be sure that the little things don’t take you down.

To take a closer look at yourself and your performance, check out my articles: “It’s Time for a Performance Assessment” and “Selling Yourself” both found here on my website… Larry

The date was August 15 -17, 1969. The place was Bethel, New York. The event was the Woodstock Music and Art Festival.

Young Men with Unlimited Capital is the behind-the-scenes story of how the world’s first and most famous music festival came to be. It didn’t just take the world by surprise, it took its investors and promoters by surprise as well.

Joel Rosenman and John Roberts were two young businessmen; university graduates, looking to attract investment opportunities. Like good entrepreneurs, they ran an ad in the New York Times that read: “Young Men with Unlimited Capital looking for interesting and legitimate investment opportunities and business propositions.” Through a lawyer acquaintance, they hook up with Michael Lang and Artie Kornfeld, who present their idea to raise money for a recording studio/retreat for musicians in upstate New York, the home of Bob Dylan and The Band.

Despite their unorthodox appearance and based on the strength of a referral, Rosenman and Roberts agree to front an outdoor concert to raise money for the studio which escalates from an anticipated 4-5000 people to what history documents as up to half a million… (and with no Business Plan!)

As John Roberts put it that day, ”It sounds feasible and not really all that risky. After all, how much trouble can you get into putting on a concert?”

All I can say is that this book is 200 pages detailing the wonderful kind of trouble that makes history but still has a happy ending. For any student of entrepreneurship, it’s an incredible history lesson loaded with insight, intrigue and suspense.

Almost 40 years later, I still give it a “Far-Out” rating…

Planning isn’t just about avoiding failure, it’s about achieving a higher degree of success. Check out my articles entitled: “Winning Formula” and “Creating an Action Plan to Ensure Success” both found here on my website… Larry

Published by Bantam Books, ISBN N-0-553-034729-2>>895