www.Biz2BizNWA.com 19
sales didn’t happen within three 5. Passion strengthens
months of launch, they closed down imbalance – Some technology com-
the entire division to the tune of mil- panies are so passionate about their
lions of dollars. This decision freed industry that they completely ignore
up resources that reinvented an the importance of marketing and
existing product line, one that went sales. They rationalize that features,
on to become a bestseller! configurations and specs will sell
3. Others may not share your
their products. That’s a problem at a
passion (and that’s a good
time when hot products and services
thing!) - You run the risk of alienat-
stay hot for shorter and shorter
ing others when you expect them to
periods of time. Creating a discipline
have the same degree of passion
around marketing and sales actually
you do. Unbridled passion can be
improves products because connec-
heady stuff, and for those who aren’t
tions to both customers and markets
feeling it, downright dispiriting! Curb-
deepen.
ing your enthusiasm and allowing For me, passion and discipline
others to be themselves, and do have become one in the same. Had
what they do best, can be one of the I stuck with my early passions, I
more rewarding disciplines to prac- would not be running a successful
tice. I’ve driven millions of dollars in consulting firm. I would never have
sales for products and services that become a public speaker and au-
other people are passionate about. thor, and I sure wouldn’t have forged
I don’t need to be passionate about so many rewarding friendships and
them because my clients already business relationships.
are; they come to me for discipline
As choreographer Twyla Tharp
around sales, marketing, and profes-
so elegantly stated, “You can’t allow
sional development processes.
yourself to get comfortable with what
4. Passion overlooks you’re comfortable with, because
mediocrity – One company owner then that’s all you’ll want to do.”
knew his industry backwards and
forwards, and was truly passionate
about the business; however, he As president of Bentonville-based
didn’t have a clue about comput- newmarketbuilders, Carol Spiecker-
ers beyond checking email. He
man is a marketing, sales and profes-
considered anyone who could enter
sional development specialist. She
numbers onto a spreadsheet a
serves as a strategic advisor to
“whiz,” even though our organiza-
product and service companies, and is
tional assessment revealed that his
a noted retail authority, author, trainer
analytical team was woefully behind
industry standards, and that he was
and speaker. Email Carol at carol@
being denied growth opportunities
newmarketbuilders.com or follow her
as a result.
at www.twitter.com/retailxpert
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