03. Chilling By the Pool and Drinking Gin
It was the summer of 2014, I was facing nine weeks of a child on school holidays, and searing eyeball-burning heat. All my friends had left town, it was the month of Ramadan where everything (and I mean everything) closes down during daylight hours. It was a challenging time of the year.
I could’ve decided “to hell with it, I'll just chill out by the pool each day and work on my gin consumption”.
But I didn't.
What did I do?
I wrote a book.
Someone — I can't remember who — said success is often as simple as doing the things other people simply aren't prepared to do.
This is a classic example of that.
But more often than not the opposite is true and then businesses fail.
So, why do businesses fail?
Not being in the right place on the high street?
Not being in the right town?
Having the wrong staff?
All of these things?
Well, in a nutshell, businesses that fail are making mistakes big and small over a long period of time, without a studied or rational attempt to change their behaviour.
And yes it does take time. You don’t get fat overnight; and your business doesn’t fail overnight (even though the final event can be swift and catastrophic.) It takes time and complacency but it doesn't have to happen.
There are obvious reasons why businesses fail:
You have a business that is not viable.
You may want to sell pork sausages to vegetarians but the likelihood of returning a profit is less than a snowballs chance in Hades.
No matter how good your marketing, you can’t market your way out of an unviable business.
And coupled with that, the myth that doing what you love and the money will follow. If no one wants to buy what you sell, nothing will be following you, not even a bad smell.
And then we get to what your competitors are doing.
Copying your competitors is like the blind leading the blind.
You don’t know why they are doing what they are doing, or what results they are actually getting, so why would you follow them?
What is normal in business is that 80% of businesses go bust within the first five years.
Are you really wanting to copy what’s normal?
Well, I guess not. Not if you’re reading this.
What your competitors are doing is irrelevant. If you focus on what other people do you will go nuts. Reason being you cannot control other people. You cannot control what other people say, what they do, what they think or anything like that. So it is best to focus on yourself.
And then there is the mere fact that many businesses owners are just not committed to do the things that other successful business owners do to be exceptional, like writing a book for example. It is hard work.
The stuff you need to do to be successful doesn’t just happen by itself. You have to get off your arse and change it. Actually do something about it.
If you want to have a successful business, you are going to do things that make you feel uncomfortable. That's ok. No one has died from sending a daily email, but I'll come to that later.
Being uncomfortable means you are learning, and learning is growing.
So if you want to grow your salon you need to open your mind to learn, and learn new ideas. Which is why you are here. Just keep in mind that you are going to have to do some work.
Focus on doing things that other businesses won't do to stand out and be successful.
I'll show you more about how to do this in future ideas, for now it's a change in mindset. If you are afraid of hard work, stop reading these articles now. If not, hold on for some really cool stuff coming your way.
P.S. You may have picked up at the start that I live in the Middle East. In the desert to be precise. I'm not going to name where but if you stick around and get to know me you'll find out.
P.P.S. If you can’t wait for the next article and want to know more, get your FREE copy of my book Grow Your Salon FAST here. Just enter the code GSGVIP when prompted. You will have to invest in post and packaging so I know you are committed to reading it. But don’t worry, your money is safe with my 100% Money-Back Guarantee. Click here to find out more.