A few weeks back I wrote about a post about preppy shirts and the opportunity to constantly create...well, opportunities. I'm staying with that theme (not the shirts, but that opportunity knockin' concept that our parents started drumming into our heads when we were nine-years-old).
We're Losing Market Share
The CEO of a major athletic shoe company in the good ole USA (can't say the name here, but I'd bet my wingtips that you've worn 'em and worked out in 'em) called his two best salespeople into his office in NYC and laid it out: "Men", he said, "our sales are down, our market share is down, our profits are down, our return on investment is down, our stock is down, and your income is down. The only thing that is up is competition...and lots of it."
As I tracked this company and trend, I didn't see or hear anything unique about this CEO's or his company's plight. Addidas, Nike...they all were facing the same downturn.
"Our marketing department has identified an opportunity," the CEO continued. "It' a small developing country and I want you two, the best of the best salesmen, to travel there, spend the week gathering as much information as you can. Come back to HQ and tell me if this is the type of untapped market potential we need and lack. Split up to cover more ground and don't come back without a thorough conclusion.
Recognizing Opportunity Is The Difference Between Success And Failure
Off they go, marketing research materials in hand and head. Once in this small country, one heads east, the other west. They spend five grueling days with people in different villages. They ask questions, observe the customs and traditions, the daily life. They watch them at work, at home, at play, at school. They take notes on the weather, the foliage. They spend time in the various shops and bazaars and then return back to New York, detailed reports and recommendations in hand.
Even When Opportunity Knocks, You Still Have To Get Up Off Your Seat And Open The Door
Salesman #1 gets in front of the CEO and says softly, "I spoke with hundreds of villagers: moms, dads, teachers, kids, ministers. I observed these people playing sports. I noted what they wear to work and to church, in the fields and at home. I know this country's climate changes and it's landscaping. I can tell you what the shopkeepers sell and what they don't sell. And and I can tell you this: THESE PEOPLE DON'T WEAR SHOES!"
He continues, "They don't understand shoes...they don't have shoes. They run, walk, kick balls barefooted; they cook, teach and work in the fields barefooted. This is simply no market for us."
Opportunity Is Often Missed Because We Broadcast When We Should Be Tuning In
Salesman #2 takes a sip of water, clears his throat and begins. "I don't want to bore you, boss, with the same important and appropriate details as my talented colleague. Please understand that our model for gathering data was precisely the same and we completely agree that these are a people who don't have shoes. They run, walk, kick balls barefooted; they cook, teach and work in the fields barefooted. But when I saw these family without shoes, a different thought than my coworker's arose. These people don't wear shoes yet! We have a totally untapped market in front of us. Let's go get there first."
If You Want To Launch Big Ships, You Have To Go Where The Water Is Deep
I think you get the point. No matter what stage of life you find yourself, opportunity abounds. And if you can't see it, you're simply not looking hard enough.
What challenges in your life can you turn into opportunities?
P.S. That Question Was Not Rhetorical
Leave a comment, anonymous if need be, about what struggles you're working to overcome. Tell me what situations you'd like to turn into opportunities. It can be something like "I'm having trouble finding motivation to change jobs" or "I can't seem to actually sit down and create a financial budget for myself." These are real challenges that can really be turned into tremendous pools of untapped potential.
We're Losing Market Share
The CEO of a major athletic shoe company in the good ole USA (can't say the name here, but I'd bet my wingtips that you've worn 'em and worked out in 'em) called his two best salespeople into his office in NYC and laid it out: "Men", he said, "our sales are down, our market share is down, our profits are down, our return on investment is down, our stock is down, and your income is down. The only thing that is up is competition...and lots of it."
As I tracked this company and trend, I didn't see or hear anything unique about this CEO's or his company's plight. Addidas, Nike...they all were facing the same downturn.
"Our marketing department has identified an opportunity," the CEO continued. "It' a small developing country and I want you two, the best of the best salesmen, to travel there, spend the week gathering as much information as you can. Come back to HQ and tell me if this is the type of untapped market potential we need and lack. Split up to cover more ground and don't come back without a thorough conclusion.
Recognizing Opportunity Is The Difference Between Success And Failure
Off they go, marketing research materials in hand and head. Once in this small country, one heads east, the other west. They spend five grueling days with people in different villages. They ask questions, observe the customs and traditions, the daily life. They watch them at work, at home, at play, at school. They take notes on the weather, the foliage. They spend time in the various shops and bazaars and then return back to New York, detailed reports and recommendations in hand.
Even When Opportunity Knocks, You Still Have To Get Up Off Your Seat And Open The Door
Salesman #1 gets in front of the CEO and says softly, "I spoke with hundreds of villagers: moms, dads, teachers, kids, ministers. I observed these people playing sports. I noted what they wear to work and to church, in the fields and at home. I know this country's climate changes and it's landscaping. I can tell you what the shopkeepers sell and what they don't sell. And and I can tell you this: THESE PEOPLE DON'T WEAR SHOES!"
He continues, "They don't understand shoes...they don't have shoes. They run, walk, kick balls barefooted; they cook, teach and work in the fields barefooted. This is simply no market for us."
Opportunity Is Often Missed Because We Broadcast When We Should Be Tuning In
Salesman #2 takes a sip of water, clears his throat and begins. "I don't want to bore you, boss, with the same important and appropriate details as my talented colleague. Please understand that our model for gathering data was precisely the same and we completely agree that these are a people who don't have shoes. They run, walk, kick balls barefooted; they cook, teach and work in the fields barefooted. But when I saw these family without shoes, a different thought than my coworker's arose. These people don't wear shoes yet! We have a totally untapped market in front of us. Let's go get there first."
If You Want To Launch Big Ships, You Have To Go Where The Water Is Deep
I think you get the point. No matter what stage of life you find yourself, opportunity abounds. And if you can't see it, you're simply not looking hard enough.
What challenges in your life can you turn into opportunities?
P.S. That Question Was Not Rhetorical
Leave a comment, anonymous if need be, about what struggles you're working to overcome. Tell me what situations you'd like to turn into opportunities. It can be something like "I'm having trouble finding motivation to change jobs" or "I can't seem to actually sit down and create a financial budget for myself." These are real challenges that can really be turned into tremendous pools of untapped potential.
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