The Avocado Game

I like to start most of my presentations and meetings out with a simple thought. Especially with new clients or groups of people I've just met. It's very similar to the "all time" party favorite — word association — except I simplify it by only using one word — avocado.

So, what do you think of when you think of avocado? Is it the color green? Is it the pit? Or, is it guacamole? For me it's always that ugly appliance color from the 70's. The point of this demonstration is to illustrate that even though we're all talking about the same thing our interpretation, perceptions and perspectives are different and individual. If you're lucky you'll get three or four that can agree on a variation of guacamole.

Granted you'll get some people who are way above playing this silly little game. But I can't tell you how many times they end up being unable or unwilling to see a solution from a different perspective.

The other starting point I enjoy sharing is the tale of the old Zen master. A man came to see the Zen Master to resolve an issue. The Zen Master being a good host offered his guest some tea. The Zen Master knew the man was not there to learn anything but to force his position on to the Zen Master and display his knowledge of the issue. As the Zen Master poured the man his tea he kept pouring the tea and let it overflow the cup. Initially the man didn't say anything but finally he said, "That's enough". "Don't you see the cup is already full?" The Zen Master smiled and replied, "This teapot is every thing I know and the cup is your mind. If your cup is full how can I share my knowledge with you?"

As I remember the story the man got up and left knowing he was no match for the Zen Master. The point is that in order to arrive at the best solutions all minds must be open to the possibilities.

Brand from the corner of your eye...

A quick note on brand — I was chatting with a client about brand and they liked this comparison so I thought I would share it with you on my blog. Although this can be applied to almost any business or organization, I'm going to focus on retail because it's the most apparent and visible application of brand identity.

Anyone could mention the name of stores like Target, Nordstrom, Walmart or Pennys — any department stores. However, just the name of each store most likely brought an immediate feeling or impression to mind of the company including price point, product quality and environment. Stores like Nordstrom, famous for their high quality customer service and products, brings images of high-end quality, elegance and sophistication to mind. Of coarse there is a price tag that goes along with it.

On the other end of the spectrum the name Walmart invokes thoughts like savings, deals, low prices. Both have positive and negative links for different people. My guess is, you can probably drive by one of these stores and without even looking at them directly, just out of the corner of your eye, identify who it is by the colors, size, shape and style of their signs and building as well as the surrounding environment.

So the questions I posed to my client and to you — is, "what impression does your company or organization have on your market?” Do you have the same brand awareness and identity? Is your brand negative or positive? Are people confused about what it is you do or offer?
All of these brands have one thing in common — they all have a strong brand identity program in place. One last question, "What kind of impact would this level of brand identity have on your company or organization?

Small Biz Resources

I'm not going to claim to be a small business expert. However, I've worked with hundreds of small businesses and seen some succeed and unfortunately many of them fail. With the economy in its present state many are going to work for themselves. I think it's awesome that more individuals are taking charge of their lives and hopefully finding the work that brings them joy.

To answer many of the questions I get from small business startups and to curve the percentage of failed business I would recommend checking out your state government's resources for small business startups. Beyond informing you on tax issues these sites generally have some great resources like checklists and questionnaires to help you understand what you're about to undertake and to define whether you're a good candidate for starting a business.

Almost every business failure I've seen has been contributed to poor planning. Whether it's licenses, finances or legal issues. They just didn't take the time to do the homework and be realistic. I know all about the stories of someone starting a multi-million dollar company out of their garage with six credit cards. Yes, it happens but not very often. This isn't to crush your dreams or stop you from taking the leap. However, do your homework and plan for the unexpected — because it happens.

At the very least, please take the time to check out your states business resources and ask questions. Talk to an accountant and attorney before you do anything else. And, most of all make sure you have the funds to finance your startup. It use to be standard to have six (6) months or operating costs — these days I'd recommend at least nine (9) months. Most businesses fail within the first few months because they under estimated the cost of business.

For the resources above just google "starting a business in (your state) and you'll probably find a site similar to the State of Wisconsin. http://www.wisconsin.gov/state/byb/

Good luck and best wishes!