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Magazine: Dialogue

From: Winter 2008 Issue | Posted By: John Lincoln

The Tip-Off posted on December 15, 2008

With business advice being offered by everyone from high-powered CEOs to aspiring young entrepreneurs running their first lemonade stand, it’s hard to know what’s actually worth its weight in gold. But there’s obviously a lot of valuable advice out there. What is the best business tip you’ve ever heard, and how did it help your business?

Liz Goodgold
CEO
The Nuancing Group
San Diego

“The secret to great branding is consistency. Every interaction demands that you project the same image.”

Consistency is the number-one secret to branding success. It builds potential and meets expectations. I often hear from Americans traveling abroad that they can’t wait to hop into a McDonald’s and grab a burger. Why? Because they know what they’re going to get, since the food tastes exactly the same from one location to the next. This consistency is not a fault, but a key attribute.

When celebrities veer from this golden rule of branding, they stumble. Like when Sylvester Stallone tried his hand at comedy—heaven help us!—with Stop or My Mom Will Shoot. It backfired.

To hone your own brand, you have to constantly evaluate your communication methods, dress and public relations practices. Speaking to the latter, building your brand through bylined articles and relatively anonymous blog postings is a safe option. If you crave the spotlight, ensure that your soundbites, quotes and talking points are on target.

Brand consistently and you’re on the road toward reaping the respect, rewards and recognition you deserve.

Liz Goodgold, a fiery redhead, has more than 25 years experience working in marketing and branding for companies like Quaker Oats and Arco. She inspires thousands of entrepreneurs and executives who attend her action-packed, hands-on practical talks around the globe.

David Gruder
Faculty Member
California Institute for Human Science
Encinitas

“Integrity problems are caused by distorted ideas about what creates job fulfillment. Great employee development programs teach job satisfaction skills.”

We all know that job fulfillment is a crucial key to employee integrity, loyalty and retention. What creates job satisfaction? It’s the ability to express through our job the three innate core drives that all of us have. Those drives are authenticity, connection and impact.

Authenticity is being who we truly are. At work this means being satisfied with the extent to which we express our gifts, talents and passions through our job.

Connection is bonding with others. At work this means feeling nourished by collaborative relationships rather than chronically divisive, conflicted or compromising ones.

Impact is influencing the world around us. At work this means feeling fulfilled by the extent to which the work we do is appreciated for the positive difference it makes in the business.

Great employee development programs provide tools that enhance employees’ abilities to express all three of these core drives at work. This not only helps improve employee integrity, loyalty and retention, but these skills also enrich all aspects of an employee’s life.

David Gruder is a clinical and organizational psychologist who, for nearly three decades, has lectured, trained and consulted worldwide with entrepreneurs, teams, leaders and coaches in business, health care, education, politics and international diplomacy.

Dana Tennis
VP of Business Development
Retirement Strategies Group
La Jolla

“The most effective and non–self-serving way to generate new business referrals is to be generous and consistent with giving them out.”

San Diego is a fast-growing city of thriving businesses that survive with support from their network. I have found that if you genuinely listen to the needs of your contacts, you can connect them with someone in your own Rolodex.

Helping connect people helps you, too—it keeps your name and expertise at the front of their brains, if you will. So in turn, the person you helped will try that much harder to return the favor. Mathematically, if you are able to help two parties find each other successfully, you then have two parties keeping you in mind the next time they come across an opportunity.

Not to mention, it does feel good to be a business matchmaker. “Better to give than receive” is an enduring business model and a good way to live your life, as well. Help someone out of genuine interest, and you will see that kindness repaid many times over.

Dana Tennis has been working with Retirement Strategies Group/RetirementDNA, a financial services firm that specializes in corporate retirement plans and executive benefits, for the past four years. She coordinates new business relationships, event planning and marketing.

Comment Posted by Morgan Vondrak on March 16, 2009

I agree with Barbara. I started my landscape design company Argia Designs in 2004 while working full time for a nursery and later a landscape contractor.
The contacts I made and the education gained through those years not only provided me with the knowledge to be able to break off on my own last year but the referrals I get from my former employers make up over half of my clientelle. Networking is certainly a major factor, you don't have to turn into the stereotypical 'used car salesperson' type telling everyone loudly and clearly how great you and your product are but don't be afraid to let people know you are out there either. You can't expect others to do it for you.
For me, the other equally important key is confidence which can often be the hardest part for new and/or young entrepreneurs. Being able to provide a possible new client with an accurate and concise overview of your services while being confident and relaxed can be a huge decisionmaker on their part.

Comment Posted by Barbara Markoff on December 13, 2008

No matter how long you have been in business belonging to one or more networking groups is a must in order to keep afloat in today's economy. Networking is about surrounding yourself with successful business people and constantly sharing key information. By joining at least one networking group where you have the exclusive category for your type of business the rewards will far outweigh the cost and time away from your office. My motto is, " Go after the business, do not expect it to come to you." The success of Artrageous!, an art and framing company company providing at programs to San Diego businesses, is due to my persistent efforts in networking and cultivating new client relationships. In the upcoming months we all will need to work extra hard to maintain business relationships and look for new contacts that will turn into profitable relationships. You can never have enough business friends, and we all know businesses like to do business with people they know and trust.