It is clarity in the mind and conscious control of the emotions that clears the way for the energy, creativity and intelligence needed for extraordinary performance. This energy must be released into and through individuals. Those who are poised and hold control over their emotions in any situation are the channels of such gifts. They cannot be pressured into situations. They strive to control and direct events beginning from within themselves. This is how to eliminate the senseless rushing in and out of situations that seem to be constantly demanding our attention. Through your attention, you may raise your consciousness to heights that eliminate both the time and pressures of daily activities.

Fast is not better, unless it is qualified constructively which means a conscious and deliberate action motivated by the desire to do good. For example, racecar drivers can reach great speeds but with absolute self control and tremendous poise. This is critical to their success and safety.

I often witness people who give their lives to the pressures of time. Time in itself has nothing to do with a person’s success, but applying the right quality of effort does. Carefully and consciously applying oneself and striving to achieve greatness, guarantees success. An individual can guarantee success by creating the best possible conditions for that success. If a person is constantly allowing the pressure of time and circumstances to dictate his or her behavior than the experience of that person must be one of pressure, stress, delay and eventually failure.

There are no books on rushing your way to success. There is not one individual in the history of extraordinary achievement the recommends the lack of self-control as an ingredient to achieving anything worthwhile. And those who achieve success today confront the same element of time as you.

Success, happiness and extraordinary achievement are a reflection of an individual’s ability to consciously apply themselves while maintaining the highest ideals and expressing the qualities that make success possible. Everyone knows how to achieve the extraordinary. Everyone knows that they can control their feelings, thinking, attention and actions. While we know we have control over ourselves, we must also acknowledge that giving control to outside forces is our own doing. It is the responsibility of each and every individual to create whatever experience they desire. By creating the conditions we require for success, we protect ourselves from the influence of others and from demanding conditions. When we are not creating that which is constructive and for our benefit, we are destroying or allowing destruction to occur and that leads to failure.

Failure is something that is unnatural to us. Regardless of how poorly we do something, we always seem to rise above limiting conditions and move on. That’s because of our true nature, which is progress. We aspire to better and more improved conditions regardless of appearances and past experiences. You are the proof. Your experience speaks for itself. You’ve done great things before and you can expect to do greater things in the future, if you so choose.

To expect the rewards of greatness, the effort must be great. To experience success and happiness an individual must feel and know only the qualities that create success and happiness. To have complete control over time and energy you must become master of circumstances, victor over discord, a champion to others and not the victim of habits and limitations.

There are two vital points in further proving the importance of constantly raising a business’ standards: If you have an existing business, customer loyalty and the company’s reputation are its life. Lose one of these, and chances are you’ll lose the other. Having high ideals and standards helps to keep a company ahead of itself. It means constantly improving upon your best qualities and eliminating your weaknesses.

Customers know when they have a good thing. They feel like they’re in touch with what’s going on in a company they like, but that’s not by chance. If for any reason you don’t improve upon your business over a certain period of time, the lack of business will let you know what your customers think.

The only sure way to keep customers loyal is to prove to them your business is the best investment they have ever made. Like any good investment, that means the value must keep increasing.

High value is certain when a company has its sights on perfecting every quality that is valued by its customers. High value is even more certain when employees and suppliers experience commitments to the perfection of qualities they value. It is a guarantee that every effort you make to improve your business’ service has lasting benefits.

Besides aiming toward Perfection, a company has to be somewhat daring. A business owner has to be willing to explore, find the ultimate business purpose, and then pursue it with vigor. If you know in your heart what you’re trying to do is the best, you have just cause to go after it.

There may be some barriers to overcome, but I would think your greatest barriers will be doubt and fear. You see, the old habits or ways of thinking and doing business have a way of discouraging us. People tend to get comfortable with old habits, even if they bring unfavorable results. Fortunately, we have an ability to overcome most disasters and get ourselves back on the right track.

Don’t let old habits fool you. You already know what you do well, and it only makes sense to improve it to the point of Perfection. If your best works for you, how much better could you do? This is what high ideals are all about. Dare to perform beyond your ordinary best. Things can always be better—start at the highest possible point and work your way (up!) from there.

Whats your identity like? How easy is it for people to recognize your business? Can people easily separate you from other similar businesses? These are questions you should always consider whn putting together your marketing programs. There are often businesses who spend a lot of money advertising for the other guy. Even more often they appear to be asleep because their marketing and advertising looks different each time they launch a new program. They appear to be a different company each time. It’s this lack of a consistent look and clear identity that makes it difficult for potential customers to see the value in your business. They have difficulty knowing and remembering who you are.

Its one thing to have a classy name and logo, but it’s another to have a well-known name and logo. If you feel you have a good business name make sure your logo or the symbol for your company improves upon the mane, I’ve seen logos where the name is very difficult to read. This certainly doesn’t help people recognize who you are. And its certainly not enough to have a great looking logo when your name isn’t clear. Your logo does have to be attractive – even striking.

When building a strong identity it helps to use consistent colors along with your logo. Make sure these colors are used everywhere possible. You’ll begin to see a common style or look take shape. That’s good! The common look or style should represent what you want your customer to think or feel about your business. As for potential customers, they’ll begin to see a pattern that will help them recognize and remember you. Isn’t this a great way to demonstrate service and value.

Your company signs, letterhead, business card, packages, etc. are your representative when a person is not there. In fact, whenever your materials or name appears before people, your company is in the presence of those people. It’s wise to have a company theme. Your theme could promote value. It could state your future goals; the reputation you want; or publicize an outstanding achievement like 25 years in business!

The other benefit of having s strong identity is it helps to build and maintain a good reputation. Although your reputation comes from having good services and customer relationships, projecting a common theme and demonstrating value does help. This is especially important when advertising. You may have a really good offer, but if its difficult to understand people are likely to pass by it.

I often work with clients who appear to have difficulty in advertising a good offer that people can understand. the ads are not written so people can instantly see the value. If you have a strong identity you want to make sure your reputation doesn’t suffer from poor communications. How you communicate is as important as who is sending the message. Clear messages add value.

Always demonstrate and communicate value. Keep your identity strong. Make it as easy as possible for people to remember your business. This will guarantee a pay-off for your hard work and keep the credit where it’s due.

All business owners should always consider themselves special individuals. They have stepped forward to provide for themselves and others a means of expression that reaps many rewards. Sole proprietorship, partnership, corporation — whatever structure you have doesn’t matter. It certainly doesn’t matter to your customers, employees or vendors. There may be a few exceptions.

Of course your concern is building and managing your business. Whether this is done alone or through others doesn’t matter much because people are involved heavily in either case. And when dealing with people in business, there are certain factors that have to be addressed.

Satisfaction, cooperation, enthusiasm are a few, but your real concern should be more about yourself. How you work every day and benefit from your business is very important to its success.

Many of you have been in business a long time. Some of you may have 20 or more years experience in the same business. You can almost consider yourselves experts or can you?

What makes a business successful? Is it the amount of sales, profit, number of employees, amount of space or equipment? Each of us could explain success differently. There’s a better question. “What is required of you to help your business be successful?” The answer to this question is simple. Whether it is accepted or acted on is another question.

There are three very important qualities that every business owner should be aware understand, and use, use, use — even master. These qualities can only come from you. When used properly, they can guarantee success in anything you do. I’ve discovered them after a lifetime of experience, study, and dealings with business owners like yourselves.

The first is the most important. It is “focus.” The ability to concentrate. Putting your attention on a thing. Most of you know what interruptions can do to your day. Well, think about building your business.

Many business owners have a habit of changing directions a lot. You have a goal or feel something is a great idea and you “go for it.” Some time later, you realize that the idea didn’t work. If any idea you have is well-thought out and truly has value, it should work. Most likely the idea didn’t get the kind of attention it needed. You must learn to keep your attention on those things that are important to building your business. Strengthen your ability to use the power of focus.

The second ability or quality business owners need to build a successful business is “control.” This doesn’t mean control of the business or people, it means control of your feelings. Too often, wrong decisions are made because feelings are out of control. And no one wants to accept the responsibility for the seeming loss, which means more lack of control. This is a trap we all fall into because we don’t understand that our feelings are 75% more powerful than thought. Keeping your feelings positive and steady all the time would open the door to opportunities you would miss otherwise.

The third quality is “flexibility.” All of us have ideas and there are no exceptions. If you’re looking for opportunities to build your business, the resources can be unlimited. This is very important when the budgets are tight. Customers, vendors, employees, friends, and family are all great sources for ideas and information, if treated properly. Give people a reason to be around you. Let them feel they have value. Listen, really listen. All this gives them an opportunity to improve themselves. And that’s a value that will benefit you and them.

Learn about these three abilities in yourself and the power they have. Once you begin to use them properly and consistently, your entire life will improve — not to mention your business.

Because of my experiences and exposure to businesses and their owners, I have to address the issue of ideas. For some strange reason, it appears most business owners feel that their success depends on the best idea at the time.

And they change their direction as frequently as the ideas come. I feel we need a reality check.

We all have good ideas and you do, too. But you also know that your ideas don’t always work. I say, “Ideas don’t work, good plans do.” That’s right, ideas don’t work, good plans do! When has anyone ever had a good idea without a good plan be successful? Well, it is impossible. Another thing is there is no such thing as a bad idea. Maybe the idea doesn’t fit what you want to do at the time. Maybe it isn’t exciting enough. Nevertheless, there is no such thing as a bad idea. They come from poor planning and communications.

How many ideas have you had flop because people didn’t understand it like you? You were pumped up. You may have even taken the responsibility to handle everything yourself, but little or nothing happened. You just couldn’t get enough energy behind the idea to make it work.

This is a very common and costly problem for a lot of businesses, especially when it comes to marketing. Business owners are so used to reacting to situations that it has become a habit to jump from one idea to the next without any real thinking or planning being done. We all know what planning is. And we know how it works. The more you put into it, the more you get out of it. The interesting thing is that all business owners are good planners at one thing or another. Perhaps they don’t give themselves credit for being a planner. If you have to carry inventory, you’re very careful about planning your purchases. If you’re a manufacturer, your process of producing goods is probably very scientific or exact. Even the service business has to work very systematically. Then why is marketing done so carelessly, when we know the importance of being thorough? You are using a plan, whether it’s written or not, every day to get the most out of your time and money.

Marketing requires an up-front investment in your business’ future, no different than a piece of real estate. Like real estate, if you develop it, the value increases. You must understand and accept what marketing is and does for your business to receive the full benefit of it. And that comes from constant planning of new ideas with the information and experience you are always gaining.

I understand that it is easier to work with what you know. But we all know that the rewards of being in business come from learning to do it better. With each year you’re in business, your knowledge and experience grows. So why is it marketing is such a mystery still? Maybe because it hasn’t received the attention it deserves. Maybe your marketing plans have gotten lost, or maybe you just never thought to sit down and review why and how you’ve made it this far.

There are unlimited benefits in planning your business’ future. One is you’ll learn you have to build it through marketing. It will keep you focused. It will help you learn new ways to get new customers. You’ll even learn how to keep your current customers. You’ll gain better control of your business and maybe learn to spend less while getting more. You certainly won’t have to struggle with getting people excited about your ideas when they’re well thought out.

Planning your marketing puts the full power of everything you have behind your ideas. And the better you plan, the better the results. You’ll know exactly what to expect and will always be ready for surprises. That alone is worth the effort.

I would like to caution all business owners. We know it’s important to make money or build business. Just don’t get so wrapped up in getting your ideas out too fast. Sure you need or want instant results. But how many times have you heard of any business becoming a success overnight? It is much wiser to take the time to think your ideas through than to jump right into them. Unfortunately, many business owners become absorbed in their problems instead of the goals.

If there was a way to instantly build a successful business, we’d all be rich. It just doesn’t work that way. You have to accept what having a business is about. A business can be a constant battle of pressures or a stairway to heaven. You could be dealing with problems or opportunities. It is no mystery. Your business is you. Enjoying the rewards of running a business starts with accepting that the condition of your business is your creation. Since it is your creation, do you think it might be wise to give your business the most positive attention possible?

Running a business takes a lot of time. And it takes attention — positive attention. Why positive attention? Because anything less is working against what you want your business to be — successful.

There are several things I often say to business owners, one being “You cannot expect positive results when you are motivated by something negative.” Of course, you can do what you want. But do you really believe that you’re going to get the best for your business when you’re basing your actions on negative feelings? So why jump into something when things seem tough? How good can that idea be? You’ve tried it before. Did it help then? In most cases, it’s overreacting to a situation that causes the problem. The other part of the time, you didn’t think the situation through.

The second thing I usually say to business owners is, “If you want guaranteed success, you have to create the best possible conditions for success,” which means someone has a lot of work to do. But building a business on the next good idea that pops up isn’t necessarily creating the best conditions for success. And it doesn’t make you a marketing expert.

If the purpose of marketing is to build business, how should we be looking at marketing? Should it be a fancy logo? Should it be an ad in the newspaper, just to keep your name out there? Or should it have something to do with your sales people?

Building business can only be done through marketing. To increase sales, profits and customers, we should be looking at marketing as everything done to maintain and increase business. It is this type of thinking that will help you get the most success form your marketing. You must also see marketing as an opportunity to extend your capabilities and constructive feelings about your business to employees and customers.

Maintaining constructive feelings and attitudes in a business is critical. Anything less is not only dangerous, but defeats the purpose of being in business. This is a challenge for most business owners, especially when you rely on others. Again, we’re talking about guaranteed success. Regardless of who you rely on, it’s best to keep your own feelings as positive as possible. See the opportunity to go beyond the last condition or situation. You’ll learn to handle those conditions better each time. And soon you’ll find that the best ideas are always there at your command.

Many times, business owners are found constantly pushing their product — product, product, product. It’s no wonder competition gets steep. If everyone’s pushing product, it has to be based on price. That means price wars and thin profit margins. As a solution to being competitive or appearing to be the best value, we only hurt the customers and ourselves.

When only product is used to make your company different from the others, there is no difference. Unless you’re a manufacturer, it’s not your product anyway. Even if you’re a manufacturer, chances are you are producing something that someone else has as well.

This can be a tough situation for a business whose products or services are common. Even the most unique business can have a hard time getting ahead of the pack. With today’s smart customers, things appear to be even tougher. Customers know to shop for the best deals. Whether it is in retail, service, or industry, customers today are looking for the best value.

The best value today means more than just the best value for the dollar. It also means the best value for their situation. Cost may not be the main factor. Convenience could be the number one concern. Some customers, like yourself, look for good service. They want to be pampered and have all the trimmings as well. They like to be known and respected.

With all these different points about value and competing, how does a business do it on a limited budget? Well, the answer is in your business. There is not one business that’s been around a while that cannot boast about some unique service or capability they have. Whether they offer that unique service or capability is another thing. I’ve often found businesses who are geared up to perform outstanding services taking their business lightly. They say it’s the way they have always been. I always get, “We knew that!” or “We can do that!” Well, action speaks louder than words. Although it’s the words that often start the trouble.

When you’re promoting your product, you should also promote your business. Tell the story about your service, convenience, capabilities, etc. If you know your customers, great. If not, you should learn what they’re about. They’re the first place to start getting your message out, especially if you have something of value to offer them.

It is a shame when you have long-time customers that go to another business for something you could have provided. Some, if not most, of you know what I mean.

If you’re looking for new customers, you have to remember your current customers can help. There’s nothing more rewarding than spending a little extra time with a good customer, getting ideas and information. There seems to be a pattern when business gets stale. Often the customers have been ignored for a long time. What I mean is they have not been getting the same attention you give their money. When you have customers that keep your doors open, you should get your doors open — wide, very wide.

Expanding your business should always be second to building new business when it comes to your current customers. Once you understand thoroughly your customers’ habits, and your business’ best qualities and value, you can begin to launch your business ahead.

Please don’t forget to start building within your business first. Know your all capabilities. Once you know your company’s best qualities and you truly know your customers, you’ll begin to find new business opportunities. With this kind of a start, you can begin to move your business forward. Only this time, you’ll be putting your business and customers first. You’ll be telling the right story, effectively and efficiently.

Remember to tell your story often, selecting only the most effective means of doing it. Be very careful not to get wrapped up in glamour and ego. Take a firm stand to always know and merchandise your company’s best qualities and services.

Reviewing and improving your business service should be a basic part of running your business. Regardless of the type of business you have, service should and must be first and foremost in satisfying customers.

Well, what exactly is service? If you’re going to look at your service, you need to know what it is, right? Maybe it’s what the customer buys from you. It could be how the product is delivered, too. Could it be that service is what your employees do for your customers? If it’s that, then it must be what they say to your customers, too.

Service is a lot of things. Put simply, service is communications and delivery.

As a customer or potential customer goes through the steps of doing business with you, there ultimately must be some kind of communication. An important point to remember is that marketing is ultimately service, which means that the communications begin the moment a person considers your business. They may have been sparked by your advertising, a sign, or a referral. In either or any case, communications of some sort were used and will continue.

Now, how is communications a part of service? You must realize that every point of contact with a person is an opportunity to provide service through communications.

Your advertising provides information, ideas, and options. Isn’t that service? You may not be delivering a product, but you are helping to fill a need. People who are looking to buy need and want buying to be a good decision. Your advertising can help do that. The image your business has may help also. Should a potential customer stop in or hear a good word or two about your business, it just might make the difference in where they buy.

Remember communications and delivery — that’s service. Everywhere your business is visible is a point of contact. A point that says something about your business. And it is also an opportunity to provide service before a person actually contacts your company. When service is provided before direct contact, that’s an added value, isn’t it? It’s something more than the person bargained for.

Communications and delivery — make that stick in your mind. So many businesses fail to get the most out of their service because they don’t understand this concept. A customer has a need or desire far beyond the actual product. If they need to have information, deliver it. If they need to feel secure, give them security. You can build security in your image; the words you use in your advertising; the look of your promotion; the product or specials you offer. And if you say you’re going to do something, do it. If you project an image of quality, trust, reliability — deliver! In all this talk about service, I don’t want to forget to tell this final point. In your communications and delivery — fulfilling a need or promise — remember there is such a thing as disservice. That which is not service is a disservice.

If you ever have a doubt about whether something provides service, ask if it is a service or disservice. You’ll know then if it has any value to you or your business.

From the newspaper column “Building Business.”