Reginald Niles, Founder and President
Since graduating from Stanford University with an M.S. degree in 1974, I’ve owned 2 businesses and have been a VP of a mid-sized construction firm. From those businesses, I discovered 3 problems that plague business owners. However, these problems are not generally talked about. I call those problems tragedies because they have tragic consequences on a business if they are not properly addressed.
1. The first tragedy is that most business owners never feel like their prospects understand the true value the business owner is bringing to the market (for the prospects). And most of the time, not even their existing customers truly understand the value the company provides them.
Their customers know they like working with the company and that the company’s products are good. But generally, if you ask them to tell you specifically why they buy from the company, they give you generalities like, “They have good products, their prices are reasonable, and the staff is great!”
The disappointing thing is that these statements can be said about almost any good company. So why is it that the unique value which a company brings is not being recognized, even by its own customers, let alone its prospects?
The company is most likely trying its best to deliver something unique and better than its competitors. Yet that uniqueness and story are not being received to the degree the business owner would like.
2. A second tragedy that occurs comes right out of the frustration of the first. Over time, as business owners become battle-worn with what seems to be the “futility” of properly articulating their value, they settle for competing on price instead of on the value they represent in the market.
By competing on price, they generate revenues lower than they should, which of course, produces many negative effects….employees get paid less or have lower benefits, there is less innovation in the company, the owner can’t sell his business for as much as he would have liked, the owner can’t retire as soon as he’d like, and so on.
And worst of all, competing on price is hard work and follows a downward trend on profits. It eventually turns out to be a losing game and a terrible business model.
3. The third tragedy is this….many business owners not only want to create financial wealth with their companies, they also want their business to stand for something, to be seen as a pillar in the community, or to represent something bigger than just commerce. As long as the above two tragedies are operational in a business, the business can never be as good as it could be, and the business owner will be constantly frustrated with reaching those non-financial goals to the degree that he/she could.
One event brought this all to a head for me in late 2011. I used to buy a particular type of bread made by the Campbell Bakery Company out of the South Bay. (I love bread.) However, one day I showed up to buy its bread at Whole Foods and didn’t find any. I was disappointed, but I decided that I would wait and get some of their bread on my next trip. Surely, there will be some in a few days.
To my disappointment, there was also no bread on my next visit to Whole Foods.
So I talked with one of the clerks to find out why there was no bread. It turned out that the company had gone bankrupt. Why was that? They made such good bread. Their bread made me happy, as I’m sure it made others. So what went wrong?
I did some research to find out what events lead to bankruptcy of the company. From what I gathered, they just weren’t selling enough bread. Even though they made delicious bread, the number of competing breads just made it too difficult for them to sell enough and stay in business. Just putting their bread on the shelves and hoping people would consistently choose it from among the bulging number of other breads wasn’t good enough.
I felt a real loss when they were gone. Up to that point, I had intellectually known that just because a company produces a good product doesn’t mean that the company would be a success. There have been many examples of such failures throughout business history.
But this time, I was experiencing an emotional loss. This time I was feeling it personally.
I wondered, how many people missed out on knowing what pleasure they could have had if they had eaten the company’s breads. I further wondered, how many other companies might there be with great products or services that aren’t articulating their message well enough for people to distinguish them from competing products and services.
Such companies and the public are missing out. In the end, both of them lose ….just like Campbell Bakery AND its fans lost. What a shame!
I resolved I would do everything I could from that point on to help businesses like Campbell Bakery get their unique message out into the marketplace….a message that is articulated in such a way that it makes them stand out from their competitors and dominate the market.
As luck would have it, in April 2013, I ran into a gentleman from Boise, Idaho, by the name of Diego Rodriguez. Diego happened to have just what I needed to put my plan into action….to fight for the “good guys” of business and help them get their real message out into the public, so the public knows precisely what the company does and why it is better for the public than its competitors.
I have licensed Diego’s one-of-a-kind marketing system, called the “Power Marketing Program”, and I’m using it where I live in the San Francisco Bay Area to help good and great companies become the business of choice for their prospects and customers.
I look forward to helping you powerfully articulate what makes you different, so you can dominate your local market!
ALERT: Because our program is about market domination, we can only work with one company per industry in a local market. So if you have an inkling that this program might be for you, call and get on our list before your competitors do.
Go here to learn more about what the Power Marketing Program entails: The GoPoint Marketing Program.