Her Magazine is New Zealand’s only women’s business lifestyle magazine! Her Magazine highlights the achievements of successful and rising New Zealand businesswomen. Her Magazine encourages a healthy work/life balance.
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The ABC of Business B is for Big Idea "A single idea / the sudden flash of a thought / may be worth a million dollars." Robert Collier Most people think up their big ideas, and their baby ones, in the shower. And the reason for that is simple – it is the only time they spend by themselves, without having to think - and their brains and subconscious mind can work together with no interruption. Imagine what would happen if you turned that five minutes into two hours? No, you don't have to spend two hours in the shower; it's time to go for a walk. The only condition is that you walk by yourself, with no partner, no dog, and no I-Pod. In that two hour walk, your brain has time to talk with your subconscious mind, and they can have a great old time. All the challenges of the previous week get solved, the things that need to be done in the following week get sorted, and best of all they will come up with some big ideas to improve your business and your life in general. In today's environment we do not spend enough time by ourselves, with a free mind. We see the kids at breakfast, get surrounded by people at the office, socialise with friends, come home and watch TV with the family. But then…time to go to bed, and the one time of the day you can think about the day's issues, is the exact time when your brain should shut off. It is the very worst time to replace sleeping time with thinking time. Sleeping time is when the subconscious mind really wants to do its own work. Try taking a walk now – don't even try to think about anything, and you'll be absolutely surprised how many ideas come to you. These may be ideas that can change your life...and you'll get fit along the way! Remember though - this is a partner- free activity...... don't even take the dog, and definitely not the I-Pod! Archie wondered where he'd find his inspiration today. U is for Unique Selling Proposition When it absolutely, positively has to be there overnight Federal Express It is one of the oldest concepts in marketing, but as relevant as when first invented. Perhaps it should be called 'Unique Buying 'Proposition', as it is finding something unique in your product that will appeal to the buyer. Traditional marketing is all about 'satisfying a current need' as opposed to Entrepreneurial marketing's 'finding a need and satisfying it', To find the need, it means finding J is for Just Do It! "If you don't like the way the word is, you change it. You have an obligation to change it. You just do it one step at a time". Marian Wright Edelman Just do it is more than a slogan by Nike – it's an attitude that entrepreneurs have that makes them get up each day and start new things, move through projects and make things happen in their businesses. There's a popular saying that 'if you want something done, give it to a busy person'. Busy people make great entrepreneurs, because they are good at seemingly getting on with lots of things at once. They don't wait to be told, asked or invited to take action, they just see what needs to be done and do it. You need lots of Just Do It people on your team because they often make great leaders too. They can usually see the big picture quite clearly and can add to it and expand on ideas. They can create or take a vision to new heights and make managers look super brilliant if given enough freedom and guidance to bring projects to a point of completion. Just Do It is a state of mind – and the best minds have it! something that the customer wants, but is not getting it from anyone else – that is your USP. For example, if you arrange for a builder or plumber to come at a certain time in most instances they will be late! We laugh about this, but what an opportunity – here is a unique selling proposition – a trades service with a guarantee of being on time. Many customers would likely pay a premium on the standard rates of other similar tradespeople – it sure beats standing around waiting all day for them to arrive. If your business has or does something particularly better or of great value to your target market then this can become a powerful selling proposition and is worth charging a premium for. This also helps to prevent the challenge of having to be price competitive. How many USP's does your business have? Look for them in your product, your pricing, your promotion and your distribution. Find them in all four, and you'll have hit the jackpot in your business. We have 5 copies of The ABC of Business to giveaway. To go into the draw to win simply email your name, address, and ABC Business as the subject line to hbgiveaways@strettonpublishing.co.nz. All entries must be received by 31 January 2012. Reprinted with persmission from ABC of Business by Tony Falkenstein. Published by Tony Falkenstein with Maruki Books. RRP $24.95 (including P&P). HER MAGAZINE | December/January 2012 | 17