Introduction
3-1 Locating Your Business
3-2 Focusing
3-3 Your Winning Team
3-4 Creative Genius
3-5 Best Side Forward
3-6 High Tech
3-7 Your Action Plan
3-8 Your Dynamic Self
3-9 Reaching Your Goals
3-10 Congratulations
Conclusion

Mission #3-5 Putting Your Best Side Forward

Objectives:

To understand that small inexpensive promotions can yield big dividends.
To see one business owner's uncaring attitude is to see another's opportunity.
To be special, you must move from the ordinary and make your business special.
To accept that business promotions never stop. Never take your customers for granted.

Background:

Many small businesspeople make a living but not much more. Why? Again, your observation and research should lead you to the answer. What you may find is that many small businesspeople will start a business, build that business to a certain level and then stop. They simply stop. They reach a certain market share and they are satisfied. They get comfortable. They fall into a routine.

As you observe small businesses in your community, you might see this staleness. You might see the coffee shop that hasn't been redecorated in years. You might notice the service station with the flowerbeds, which for years have only seen tall grass and weeds. You might see the sign shop whose own sign is its own worst advertising. You might see the house painter with paint-splattered clothes driving a paint-splattered van. You might see a beauty shop with dusty plastic flowers because fresh flowers are too expensive and too much trouble to tend. Overall, you might see a pride that once was, now gone.

When you see an uncaring attitude, you see an opportunity for a new enthusiastic business owner.

Years ago, these small businesspeople may have been the dynamic entrepreneurs of their day. Now, their days of business adventurism are long past. Their businesses are now simply their jobs. They have allowed their jobs to become work. The fun and excitement and challenge and freshness are long gone.

If you take the quiet time each day to think about your business, this should never happen to you. If you run your business from a customer service perspective, this should never happen to you. Your conscience and your customers won't let it happen. Your dynamic attitude toward your business will be constantly renewed. The result will be that your business will continue to grow. You will continue to make more money. You will just be a lot happier.

Here's a simple over-the-hill test.

One storeowner is told that there is a Big Brass Band for rent for promotional events. The over-the-hill's store owner's first reaction is, "What? Are you crazy? All that noise? Where will people park? No way."

Another storeowner is told that there is a Big Brass Band for rent. She says, "Wow, that sounds great. How can I get in on the action? Maybe, the drum major can hold up one of my signs as they march. I'll have to alert the newspapers and radio and television stations that I'm supporting this promotion."

To keep your entrepreneurial spirit rejuvenating:

Use your quiet time each day.
Schedule days off and vacation time.
Stay active in your industry associations.
Stay active in the local business community.
Keep your eyes open to what other businesses are doing right.
Ask your customers and employees for ideas and feedback.

Never take your customers for granted. Always look for new and creative promotion ideas.

Here are two examples of promotion. One idea works and the other doesn't.

Many small businesses will take a stab at self-promotion by selling T-shirts that are silk-screened with a cute advertising slogan. Sounds like a good idea. And, it would be a good idea if lots of people wore those shirts around town.

Who is the better promoter, Sally or Peggy?

Sally's Gift Shop

Sally owns a small gift shop. She gets a good idea to have very nice T-shirts printed with cute sayings and the company's name. She buys 100 T-shirts for $6 each. She puts them on display in her shop for $9 each. They collect dust. Sally doesn't understand why people aren't willing to pay her to advertise her business. After all, if the Hard Rock Cafe can do it, if Nike can do it, if Disney can do it, why can't she?

P & D Painting Company

Peggy works with her boyfriend, Don, and they own a painting business. Peggy orders 100 T-shirts with the company logo and ad. She pays $5 for each shirt. To her 20 clients, Peggy gives 30 shirts. She gives one shirt to each client. And when several clients ask for extra shirts, she willingly complies. Every time Peggy sees a child wearing one of her shirts, she has a big lollipop to give to them. Every time she sees an adult in the shirt, she gives them an ice cream cone coupon. The kids of current customers love to run out to the truck in their shirts when they see Peggy or Don pull up. Can you put a price on this good will?

Peggy is also running a cross-promotion with her friend Sue who owns a local ice cream shop. Sue's cost for a small ice cream cone is $0.40. However, she is willing to sell Peggy 100 coupons for small cones for $25.00. Sue is assured of 100 customers who will probably bring other full-priced business with them. Peggy has 100 "Free" ice cream coupons to give to people wearing her shirt.

Peggy also organizes a 10K race in conjunction with the local YMCA. The YMCA helps promote the race. Peggy gives a free T-shirt to each entrant. That's 50 shirts. She offers a $100 savings bond to the winner and trophies to the next two finishers wearing her shirt. Of course, the local media covers the event. What is this advertising worth?

Peggy and Don are able to charge a premium price for their services because they do an excellent customer-oriented job, and they have plenty of calls for their services because of their promotional efforts.

Other Promotional Ideas

Promotional efforts are most effective as complements to, rather than substitutes for, the advertising traditional to your industry. As examples, taxi companies need strong Yellow Page ads and apartment rental firms need newspaper classified advertising listings. Your promotions build upon your advertising base. Your promotions are a call to action getting customers excited about sampling your products or services.

Unlock your promotional genius.

Louise promotes her mystery book shop by giving away free bookmarks at the library.

At Mary's Sandwich Shop, she has named the sandwiches after famous people in the town.

Carl gives a free self-defense course to battered women at his karate studio.

Bob's Bait and Tackle runs an annual fishing tournament with many prizes.

Attorney Sarah Fleisher often represents defendants in high profile cases for reduced fees.

Mary's Flower Boutique donates a beautiful bouquet of flowers for the lobby of the hospital.

Karen's graphic design company walked a marathon for Children's Hospital.

When a promotion works, do more of it. When a promotion fails, try something else. Participate in your trade associations. How do the leaders in your industry promote their products and services?

Joe's Muffler Shop gives free book covers to the local elementary schools.

Arlene's Dance Studio puts on free recitals at area nursing homes.

George's Tree Service donated two new trees for the town common.

Don't forget public relations. Each promotion carries the potential for free media coverage. Don't miss the opportunity. When you give things away, sometimes wonderful things come back.

Your business is a brand and your good will promotions will have a positive effect on how your brand is received by the public.

Yes, Pararesuce swimmers will dive into heavy surf. Yes, Green Berets will sleep in hammocks in the jungle. Yes, Seals will scuba in the dead of night. This is what the "special" means in Special Forces. Yes, you business will go the extra miles and give back to your community. This is what makes your business special.

Story:

Andrew Martin, Investor

Andy didn't need this 100 Washington Street deal to fall apart when it did. He was already in trouble on another deal, and even worse, this was a personal deal. Andy had $15,000 left in the bank from his first year's earnings. The car, the clothes, the stereo and the work he had done on his three-family had all quickly eaten the balance.

In brief, Andy had a deal on a six-unit building. There were four apartments over two stores. The price was $340,000. Andy didn't want to sell the building. He wanted to buy the building himself. He figured the value of the property to be at least $375,000. The owner was a foreigner who wanted a quick sale so that he could return to his homeland. To Andy's mind, this man was a perfect seller. Andy made a downpayment of $20,000 with an agreement that the sale would close within 60 days. He figured that there was no problem. What a deal.

Andy was applying for a mortgage at the bank that had financed his three-family. He let the financing process unfold at its usual slow pace. In three more weeks, the appraisal was done. It took another week for the plot plan.

Andy called the bank.

The bank explained that since this purchase was not to be owner occupied, but strictly investment, that they needed copies of his last three years of federal tax returns. They had to have a rent roster. They requested to see the leases. They wanted to see the occupancy permit for the building.

Andy informed the loan officer that the bank had better get its act together. He forcefully explained that his deal had to close in less than three weeks.
Andy called the owner to ask for an extension to the agreement. But, he was told to speak with the owner's attorney, as the owner had already left the country.

The lawyer was Mr. Dozzier.

Andy stated his business, "Mr. Dozzier, my name is Andrew Martin and I'm buying a building at 140 Salem End Road from one of your clients, Mr. Manuel Conrizzen. I need a small favor. My purchase and sale agreement with Mr. Conrizzen calls for a closing in three weeks. Well, you know how slow banks work. I'll have no problem getting my loan but I need at least a 30-day extension."

Mr. Dozzier came to the point. "Well, Mr. Martin, I can tell you categorically that any extension is out of the question. In fact, if you default, we have another buyer for the property."

Andy couldn't believe what he was hearing, "What do you mean you have another buyer? I'm buying that building, Mr. Dozzier."

Mr. Dozzier was polite but emphatic, "Excuse me, Mr. Martin, but you are not buying that building unless we have a certified check for the balance, $320,000, in 18 days."

Andy was ready to scream. In fact, Andy did start to scream drawing the attention of the office, "I don't believe this. You mean to tell me that I'm a ready, willing and able buyer and that you're not going to sell me the property? I want Conrizzen's telephone number. What kind of a lawyer are you to turn down a reasonable request from a highly qualified buyer?"

Mr. Dozzier was totally unimpressed, "Mr. Martin, again, in plain English, we have another buyer."

Andy scoffingly joked, "Who's the buyer, you?"

Mr. Dozzier answered, "It's none of your concern, but, yes, I intend to buy the building from Mr. Conrizzen. I concur with your assessment that the building is a solid investment property."

"At what price?" Andy demanded.

Mr. Dozzier now found it amusing to toy with wildman Andy. "Mr. Martin, that is no concern of yours. You figure the price."

Andy's heart was beating a mile a minute. "What about my $20,000 downpayment?"

Mr. Dozzier enjoyed rubbing it in. "Since you are a broker, you are well aware that if you close under the terms of your agreement, the deposit money will be applied. Fail to close, and the money is forfeited."

Andy was sweating big time. "Forfeited? And, you use my twenty grand to buy the building for $320,000? Dozzier, you're a crook..."

Mr. Dozzier hung up with a smile in his voice. "Good day, Mr. Martin."

With these two disasters unfolding simultaneously, Andy was not in the best of moods. He couldn't work. He could only boil. And, no one in the office was excluded from every detail of the injustices being perpetrated on poor Andy. "Davis that crook. Dozzier that crook. We'll have them both in court. You wait and see. Take my word for it. Who do these people think I am, a complete chump? These people will find out who they're dealing with, and soon."

Following this tirade, Mr. Taylor called Andy into his office.

Mr. Taylor patiently started. "Andy, let's cut out the self pity. You've had two very successful years. OK, you've hit a bad time but come on, how bad is it? This type of thing is always going to happen in our business. You've got to take the time right now to re-evaluate. The way you're acting now, if you continue on like this, you'll have destroyed everything you worked so hard to build. Your performance two nights ago was a disgrace both to yourself and the company. I've had calls from several people already, Davis included."

Andy waved off the mention of Davis' name, "Mr. Taylor, don't take his side, don't mention Davis to me, that..."

Mr. Taylor said firmly, "Andy, this is just the kind of self-destructive attitude I'm talking about. Newton isn't New York City. Everybody knows everybody here, for good or for bad. Word travels fast. When you were good, the good news traveled fast. When you act like a spoiled fool, that gets around even faster. Do you understand me, Andy?"

Andy let out a deep breath with a resigned, "Yes, Sir."

Mr. Taylor continued, "The 100 Washington Street deal is done. Over. Whatever you think of Davis, Davis is in the right. He knows that. I know that. You know that. It's done. Forget it. We're not suing anyone. Make up your mind right now to concentrate on the future. Are you here for the quick buck or for a long successful career? You tell me. You had your chance to put a deal together with Ben but you went for the long dollar and you lost. All right, you lost. The world is still turning, Andy. Learn the lesson, son. What do you stand to gain by alienating Ben Davis? What do you stand to lose making him an enemy?"

Andy sighed, almost relieved. "Of course, you're right. I'm sorry, Mr. Taylor."

You must cover your butt and dot the "i" and cross the "t." you can't presume that others will bend over backwards to make your deals happen. In fact, others may be willing to pounce on your mistakes.

Mr. Taylor held up his hand, "Don't tell me you're sorry, Andy, tell him. I don't want you to be sorry. I want you to be smarter because of this experience."

"Yes, Sir. I'll apologize to him."

Mr. Taylor moved to his next point, "Fine, now, Andy, this Salem End Road deal of yours..."

Andy started to explain his dilemma. "Mr. Taylor, I'm really bummed out about this. I'm going to lose my $20,000."

Mr. Taylor offered some hope. "Maybe not, and, if you don't lose the money, you can thank Don Nardo. Yesterday, after you went home, Don and I talked about your deal. It's an excellent deal but, in your haste to grab this bargain, you painted yourself into a corner with this 60 day closing provision."

Andy shook his bowed head. "Yes, Sir, I can see now that was stupid."

Mr. Taylor chose a softer approach, "Well, Andy, I wouldn't say stupid. You saw an opportunity and you went for it. Nothing wrong with that. The stupid part was not staying on top of the financing. Follow through, son. You know that. Follow through."

Was Andy finally learning humility? "Yes, Sir, I know that. I should have concentrated on staying on top of my own deal."

Mr. Taylor couldn't argue, "Yes, you should have. You're trying to work on too many deals at once and as a consequence your follow through is getting shoddy. But, that's a whole separate matter. For now, let's concentrate on Salem End. Don and I might have a way out for you ..."

Andy couldn't seem to stop long enough to listen. "Excuse me, Sir, I don't want to waste your time or Don's. My only way out is to buy the building. That lawyer, Dozzier, is a crook. He's going to use my $20,000 to buy the building himself..."

Mr. Taylor waited for silence and continued, "Please, Andy, just be quiet for a minute and listen. You used to be a good listener. Now listen. And, for heaven's sake, stop this name calling. You aren't the only real estate genius in the world capable of spotting a good opportunity. The Salem End building is a good opportunity. If you fall on your face, why shouldn't this Mr. Dozzier pick up the pieces? I would. You would. Right now, you must stop blaming other people for your problems and start accepting responsibility."

Andy slumped into a chair admitting defeat and getting wiser at the same time. "Again, you're right, Mr. Taylor."

Mr. Taylor continued. "Andy, action speaks louder than words. You've got a bright future in this business but not if you don't learn your lessons. You will be tested again and again. If you're strong and can take a few hard shots, you've got a good chance to make it wherever you want to go in the business world. If you buckle to your knees, whimpering every time you're hit, you won't last. From your performances the last few months, don't think there aren't more than a few people anxious to see "Hot Shot Andy" knocked to the canvas. What are you made of, son? Right now, I'm not sure that I know. I'm not sure, right now, that you know. Think about it. For goodness sake, you were a Petty Officer in the Navy. It's again time to stand up. You're at a crossroads in your life and you've got to make a move. It's going to be one way or the other."

Andy seemed genuinely remorseful. "I'll think about it, Sir. Thank you."

Mr. Taylor was ready to build Andy back up, "Andy, in a short period of time, you've done a lot for this company. You've helped me. You've helped Don. Everybody. We all have new energy. All of us in the office honor your military sacrifice to the country. We all want to see you back on track. Now, let's do it. Now, go out and talk to Don about your Salem End deal. I know he's made some phone calls for you."

Don Nardo was an interesting man. Andy hadn't quite figured him out. Don would hardly say a word to anyone in the office but became Mr. Personality when dealing with one of his clients. To Andy, Don seemed depressed a lot. He was still the best income property agent in Newton but Andy had felt that fact really had as much to do with the complacency of all the other agents in Newton as it did to any special skill of Don's. Don was able to make a good living just by virtue of having been in the business so long and providing a reasonable amount of service to his clients. At first, Andy figured Don was a wilting flower in a field of weeds. Andy was wrong.

Don never had much to do with Andy and Andy never felt the need to have much to do with Don. Andy didn't need Don. If anything, it was Don who needed Andy. Andy did the bulk of the work and Don's clients got the newsletters, Don's clients got the ISP, Don's clients got to attend the Roundtable meetings. Who needed whom? In fact, Don had sold two of Andy's listings.

Andy sat down next to Don's desk. "Don, Mr. Taylor tells me that you may be able to give me some help with Salem End Road."

Don had Andy's problem already solved. "Yes, call Herb Marshall, the president of Newton Cooperative, and he'll give you a bridge loan. A bridge loan should solve your problem. He'll be expecting your call."

Andy asked for an explanation. "Sorry, Don, but I'm not really clear on bridge loans."

Andy should be reading. You need to read forty books on a topic to become a world authority on that topic. Andy should be reading his first forty books on real estate investing. This should be his start.

Don explained. "A bridge loan is a short term interim loan which will be repaid when you get your permanent financing."

Andy was euphoric. "Don, you mean that I can immediately get the money I need?"

Don nodded, "That's what you need to save this deal, isn't it, Andy?"

Andy was all smiles. "Yes, yes. How did you get the bank to go for this, Don?"

Don went over how his strong networking connections paid off, "I've handled the Marshall family real estate for some years now. And, I've had many dealings with the Newton Coop. I told Herb that your deal was solid, that you had one loan with the bank and that you were an up and comer who could be expected to do significant business with the bank in the future and refer a lot more."

Andy saw Don was a halo and wings, "And he went for it."

Don went on line for Andy, "Well, I'm right, aren't I? The deal is good for the bank and good for you. Now, you understand that the bridge loan will require you to use your three-family as collateral along with Salem End. The bank will release the three-family when the permanent loan is completed. And, the bridge loan won't be cheap. It will probably cost you a point or a point and a half. On a $320,000 loan, a point is equal to one percent or $3,200. A point and a half would be one and a half percent or $4,800. You will be paying this sizable fee plus the regular interest on the bridge loan even if the bridge loan is only used for several weeks. Understand?"

Andy didn't care. He was a man saved. "I understand that even paying $4,800 is better than losing my $20,000 downpayment and we both know that Salem End is worth a lot more than the $340,000 I'm paying."

Don concurred "Yes, Salem End is a good deal, Andy."

Andy seemed genuinely grateful. Don minimized his effort, "You don't owe me anything Andy. I made a phone call. That's all."

Andy got his bridge loan and closed on the six-units on Salem End. He now owned two properties. He was back on a roll. But, this time he was much quieter and a lot less hyper. He started concentrating more on his pending deals and less on trying to promise everything to everybody and juggling and fumbling everything.

He made his peace with Davis over the 100 Washington Street deal. Davis told him not to worry and that it was all business. The third secretary seemed to have adjusted well and seemed happy with the job. The ISP problems had smoothed out. Don and Andy were talking more about the real estate business. Andy was finally smart enough to start learning from Don.

Operational Limitations:

Customers are unlikely to just jump on your bandwagon. You need promotional incentives to get them to sample your product or service.
You have been trained to learn from your mistakes. Also, you should learn from your successes. If it doesn't work, drop it. If it works, try it again.
It may take a long time to build a solid reputation but you can ruin your reputation with one instance of bad behavior.
Grudges are counter-productive. You are a warrior. Suck it up. The master warrior is unaffected by praise or criticism. Make amends and move on.

Seeds for thought:

What can happen to some businesses after a few years in business?
What can a small business owner do to keep his business fresh?
How can the media become involved in a business promotion?
What mistake did Andy make that almost cost him his $10,000 deposit?
Why did it make good business sense for Andy to make amends with Mr. Davis?
Did Mr. Dozzier do anything wrong in trying to buy the building that Andy wanted to buy?
What is a bridge loan?
How did Don's contacts help Andy?
What important business lessons has Andy learned from his two disasters?

Jargon:

Brand - a name given to a product or service.

Bridge loan - a short-term loan to bridge the gap between the purchase of one asset and the sale of another.

Cross promotion - a cooperative advertising effort between a retailer and a manufacturer.

Default - failure to comply with the terms of a contract.

Forfeit - surrender of property as the result of the breaking of a contract.

Hatchet man – The person assigned to do the unpleasant jobs for a company.

Phone it in - Something that is common and very easy to do.

Promotion - advertising or other publicity. A message issued in behalf of some product or cause or idea or person or institution.

Permanent financing - a long term loan usually for between 15 and 30 years.

Point - equals 1% of a mortgage.

Seamless – Complex but works without a hitch.

Sweat equity - To acquire ownership in a property or company by exchanging time instead of money for ownership.

White knight – An investor who puts money into a failing company in exchange for a turnover in management.

Questions and Answers:

How can you avoid hiring family and friends?

Family and friends can make your best and most faithful employees, or they can be the opposite. When you start a business and reach a certain level of success, others in your family or your circle of friends may pressure you into doing them a favor by hiring Unemployed Neighbor Ned or Recovering Cousin Cheryl. Why can't Ned or Cheryl find their own jobs without an advocate interceding? It is not your job to become an assistance agency for your family and friends.

The easiest time to say "No, thanks" is immediately. It will be much harder if you have to fire a family member or friend down the line, regardless of the reason. You don't want to compromise your hiring policy and jeopardize your time, money, and business, unless you are a social worker. If you have the inclination, try to find a way to help Ned or Cheryl other than by offering them a job. You might consider lending them a few dollars to tide them over.

Where do I find the best employees for my business?

Your best source of employee referrals comes from the recommendations of valued present employees. They know the prospect. They know the company. They know your expectations. They can make the match.

Many small businesses have also had luck seeking referrals from guidance counselors at the high school or trade school, or from placement counselors at colleges. They know the students or applicants and can act as a screening agent for you.

Vendors and suppliers can also be a good source for referrals.

And, of course, since you are always consciously or subconsciously thinking about improving your business, you will anticipate your need for new employees well in advance. As you become an active member of your trade association and civic organizations, you will meet folks who impress you. You might wish to mention your hiring plans.

You will probably want to try all of the above before you advertise in the newspaper.

Remember, 70% of a large company's personnel is easily replaceable and 10% should be fired immediately and 20% is irreplaceable gold.

I find that sometimes my employees' morale needs a boost. What can I do to provide encouragement, without incurring huge expenses?

The best way to motivate your employees is to truly appreciate and recognize their efforts. You probably couldn't do what you are doing without them. Let them know this. If they act in an extraordinarily positive way, react in kind. Words of thanks and a smile cost you nothing. And, believe it or not, people do like ribbons, awards, diplomas, certificates, plaques, trophies, and their names and pictures in the company's newsletters and ads. They also like unexpected treats. So, buying lunch or ordering pizza or giving a day off should also have lasting benefits. Be sure to share your good business fortune with your employees. Your research into industry standards should give you an accurate picture of wage structures which you, of course, will meet or exceed.

Finally, the greatest benefit of working for you will probably be the opportunity for an employee to learn from your example of how to start their own businesses. You might even wish to be a partner in their ventures as a win-win investment.

Action Plan:

aPick a business and list ten low-cost promotional ideas for that business.

aFrom any and all sources; TV, magazines, newspapers, Internet, direct mail, make a list of five promotions that you feel are effective at creating customer excitement. Then, consider ways that these promotions can be translated to your business.

Support:

For a motivational boost from The Daily Motivator: www.greatday.com/
For inexpensive promotional ideas: www.gmarketing.com/
More low cost marketing ideas: www.allbusiness.com/
For inexpensive promotional products: www.apromotionaloutlet.com/

Inspirational Insights:

The difference between a mountain and a molehill is your perspective.

The more success one achieves, the more pressure there is that goes with it, and I accept it. I'd sure rather have the pressure of success than the lack of pressure that goes with anonymity.

A mighty flame follows a tiny spark.

If God is for us, who can be against us?

If you are prepared, you will be confident, and will do the job.

A man can be destroyed but not defeated.

Getting your house in order and reducing the confusion give you more control over your life. Personal organization somehow releases or frees you to operate more effectively.

Achievement is largely the product of steadily raising one's levels of aspiration and expectation."

I've been rich and I've been poor. Rich is better.

The tougher the job, the greater the reward.

No matter how dark things seem to be or actually are, raise your sights and see the possibilities - always see them, for they're always there.

I became an optimist when I discovered that I wasn't going to win any more games by being anything else.

The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it.

Common sense is the knack of seeing things as they are, and doing things as they ought to be done.

When you have the opportunity, you strike.

You want to set a goal that is big enough that in the process of achieving it you become someone worth becoming.

To the person who does not know where he wants to go there is no favorable wind.

Dreams are extremely important. You can't do it unless you can imagine it.

I look at victory as milestones on a very long highway.

The future belongs to those who see possibilities before they become obvious.

Experience is not what happens to a man; it is what a man does with what happens to him.

The very essence of leadership is [that] you have a vision. It's got to be a vision you articulate clearly and forcefully on every occasion. You can't blow an uncertain trumpet.

Not everything that is faced can be changed, but nothing can be changed until it is faced.

Destiny is not a matter of chance, but of choice. Not something to wish for, but to attain.

The paradox of the prophet: his very success is his failure. The prophet whose time has come no longer shocks; he entertains.

In the long run men hit only what they aim at.

Work banishes those three great evils: boredom, vice and poverty.

To grasp and hold a vision, that is the very essence of successful leadership-not only on the movie set where I learned it, but everywhere."

Risk more than other think is safe. Care more than others think is wise. Dream more than others think is practical. Expect more than others think is possible.

I'm a very intense person. When I go after something, I want to go after it with everything I have. I want to push myself to the edge.

Greg Norman

Herschel Walker

A leader's role is to raise people's aspirations for what they can become and to release their energies so they will try to get there.