“You will never reach your
destination if you stop and
throw stones at every dog
that barks.”
— SIR WINSTON CHURCHILL
i Was rEcENtly sPEaKiNG WitH a trusted colleague
whom I admire greatly, and it meant a lot to hear him express so much
respect for ISPA. He shared how much he admired our organization for
never deviating from our core strategy, which is to help our members
build strong and successful businesses.
The ISPA volunteer leadership has worked hard for 26 years (has it
already been that long?!?) to stay true to that core mission. That’s why
in every board book we include a little graphic that says, “Does it
strengthen the industry? Does it help our members?” Those two
questions must remain present in every conversation we have and
every decision me make. Why? Because that’s how we remain relevant
to you - the ISPA member community. That’s how we have survived
this long. We must progress and stay relevant, but we cannot let every
outside trend and perceived threat distract us from what we are here to do -
help our members!
And that’s what your marketing efforts should be about as well.
Marketing is really just presenting your mission to the world. When we talk
about influencer marketing and social media and traditional marketing, we
are really talking about new ways to show the world who you are. No
matter the latest trend, who you are should remain constant.
I just read that after nearly 70 years in business, in an attempt to
compete with a major coffeehouse chain, Dunkin Donuts is dropping the
word donuts from their name because they sell more than just donuts.
Why is Dunkin Donuts trying to be anyone else? Who they are is their
true competitive edge! I mean - what will we dunk?
So, take a cue from the British Bulldog (and Dunkin), don’t be distracted or
throw stones at every single dog that barks. If we stay true to ourselves and
don’t deviate or worry about every flashy new trend or the latest from Johnny
Competitor, we will survive and thrive whatever life and business throws at us.
coNNEct WitH ME
oN facEbooK!
lynne Walker McNees
—lyNNE McNEEs, isPa PrEsidENt
72
PULSE
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September 2017