Weight Loss

Thanksgiving is right around the corner. Many of you are probably going to be working right through it figuring out ways to trim the fat from your budgets for 2009.

In the spirit of a little fun, since so much of the news has been so heavy lately, I thought I would write one post with a lighter message.

This year, I have lost 51 pounds. Yes, it’s true. Why would you care? You don’t- I know that, but you might want to know how I did it because the lessons apply equally to your businesses.

So, here goes and…if you never get one more take away from me this year (which I hope you do)  please get this one: never forget the power of a personal story to drive home an important message to your audience.

In February of this year, I moved from Florida to Minneapolis. Yes, you read that right. February. That begins with the same letter as FREEZING. I moved for a client assignment. I am going to be honest-it didn’t work out as planned (not all of them do) and so I was in Minneapolis in the middle of winter with no friends, no big client and, well, you get the picture. Time to buckle down and re-evaluate. Do I move back to Florida or do I start a new life here and CHANGE the way I am living in order to move forward?

And, no doubt, many of you are facing that same dilemma in your businesses. Do you keep doing the same things with just minor tweaks or do you CHANGE THE WAY YOU ARE RUNNING YOUR BUSINESS in order to move forward? Not an easy decision. Because, just like for me, the decisions you made in the past, while based on your best business judgment, sometimes don’t work out due to circumstances beyond your control. No matter which way you look at, the raw facts are that many businesses in our industry are losing money. You took calculated, well-thought through risks-just as I did-and circumstances changed. That is life.  Now, it’s the NEXT STEPS that are critical.
Back into my story… there I was in the land of 10,000 lakes-skating, if you will, on thin ice. (Sorry, I couldn’t resist.)

So, I stepped back and said, “What is the one thing I can do this year that will make the biggest difference in my life and help me move forward with my business and personal goals?” And the answer was, “Lose weight.” I said to myself, “That is going to be my JOB and I am going to apply myself to it just as diligently as I have applied myself to my most successful professional accomplishments.” I got focused, clear and determined. BUT, I didn’t know how to get there by myself. I had a LOT of weight to lose.

Back to you… Does your company have a lot of “weight” to lose? What are you doing that is just NOT WORKING anymore? What are you doing that is NOT MEASURABLE and has no ACCOUNTABILITY attached to it? What are you AFRAID of? Going out of business? Losing control? Being seen as vulnerable if you are the leader? Here is my advice: GET OVER IT. You know what happens to leaders who admit they don’t have all the answers? They are respected even more because vulnerability is a lovely trait as NONE of us will ever have all the answers because we can’t predict what the next minute will bring much less the next year. Our world is just changing too rapidly right now. If  you go to your employees and say, “I don’t have all the answers, I want to really work with you to figure out how we can use ANY of the tools that are available to us that I MAY NOT KNOW ABOUT OR UNDERSTAND”-they will rally right to your side immediately. It is so rare to have a leader admit this and ask for help. It’s not easy for leaders to ask for help, but it is a REQUIREMENT if what you’re doing(eating) is not working and you can’t meet your budgets and revenue goals as a result.

Back to me…so, I joined Weight Watchers and I joined Team Fitness at my local health club. I said, “I can’t do this by myself. I need help, I need to learn from people who know more than I do about nutrition and exercise.” And, slowly, month by month by month this year, I dropped the weight. I stayed committed, focused and determined all year and have completely changed how I live my life as a result.

It has not been easy. It HAS been expensive(all of this costs money, but, let me tell you-buying size 6 clothes was the most fun I’ve had in a long time!) and it has forced me to make hard choices every single day. But….I did it. And so can you.

Now, back to you…

I know all of you are looking for ways to cut your overhead(lose weight). BUT, you must also INVEST now in those actions which will get you where you want to go. So, it’s time for a TOTAL re-allocation of your budgets into those actions that are: MEASURABLE, FOCUSED ON  ENGAGING YOUR CONSUMER WHEREVER THEY ARE AT A GIVEN MOMENT IN TIME(this is why mobile text messaging and social networks like Twitter are gaining SO much traction right now) and making sure your teams  are set up, trained and have the tools necessary to convert every opportunity into a sale  By the way- do you REALLY  know where your traffic  is coming from now- emails, the phone,  or the front door? Your front door traffic may be light, but, I suspect that your virtual traffic, if you have a decent website, is gaining weight. Does your sales team have the tools they need for immediately gratifying your over the phone or online customer’s questions?

In 2009, there are four keywords for retailers: authentic, measurable, community, engagement. Filter every advertising, marketing and sales decision you make through those four words and you will immediately see where you need to re-allocate in order to cut the fat out and become healthier and stronger than you were before. On your websites, in your literature, over the phone, in person, tell YOUR stories. The stories that make your store, your merchandise and your business ethics transparent and real to your potential customers

Back to my story..

Now, I buy organic foods and know what to eat to keep the weight off.  And, you know what? I spent a LOT LESS money on food this year-overall-than I did last year because I cut out what wasn’t working-eating at restaurants. What’s not working for you? CUT IT OUT. But, remember, what DOES WORK will need an upfront investment for a long term gain(just as I had to invest in WW, health clubs, better food, clothes, etc.)   Experiment with what produces results. Cake doesn’t. Fat free cool whip does! And, if you need help getting there, call me. I don’t pretend to have all the answers, but, having sold to high end furniture consumers  for 20 years and now having worked with over 40 retailers and manufacturers, I can help you understand how your company can benefit from my specialties-web based new social media, the internet and training and can be the “personal trainer” for you in these areas as you begin leading your company into a healthier, profitable and sustainable future.