New Beginnings: Don’t Forget The Basics

We grow weary of ourselves sometimes. This happens frequently when you take the late Michael Jackson’s advice to start with “The Man in The Mirror.” I guess this is when one observes and marks their personal behavior in particular situations. The tendency is to be self critical and engage self flagellation like a crazed, lustful monk for falling short. The problem with that is that we seldom establish a benchmark to reach –so  naturally in the fog of confusion, its likely the psyche will  take a beating. A benchmark is a basic requirement to measure achievement — don’t forget it.

I am finding in business, forgetting can lead to bankruptcy. We tend to trust a little too much in people that may not share  our zeal to form a company into a particular embodiment. Sure, we talk to the people we’re dependent on, but the problem is that talking and listening are not the same as communicating and listening. So we proceed on clueless. We hit a metaphoric brick wall. And in our bruised state we come to grips (sometimes) with the fact communication requires attention, hearing requires setting aside the ego because a divergent approach or polite dissent may be have been the best course. These are basics — too easily forgotten.

Having restructured from a different business model, I’m operating essentially what is a new advertising agency . In my enthusiasm to pursue new business, I forgot to include in my company resume the most important thing – facts denoting what qualifies CDM to handle a customers business. I also failed to take into consideration whether or not the businesses I am pursuing were within my scope of expertise. Theoretical competence is not real competence. This also a basic.

My presentation manual should also ask: “What do you, business owner require and your agency?” Needless to say if the question was posed to a potential client, likely it would be a generic, “Good work at a fair price.”  Those were givens. That potential client is probably looking for assurance that we can not only do the job, but his investment in advertising with our company will an eye popping return. My question to myself would’ve been whether we’ll profit from the arrangement. To some, that sounds mercenary. It isn’t because it is very basic to business. After all, commerce is an exchange.

There is a raging debate between business owners and workers about salary, other forms of compensation, reduced workloads, and having dialogue deciding the the company’s direction. I am old school. On my first adult jobs I kept my mouth shut and learned as much as possible. As long as the work relationship was not  exploitative, I could live with it. Now as I am comfortably in my baby-boomer years, It occurs to me that people will have differences of opinion. They want to engage in dialogue on things that were verboten when I first started working. The lesson here is that time changes thing. I suppose i am looking at “Man in the Mirror.” I’m seeing a person that is adapting while retaining values and perceptions.

It boils down to being basic and demanding its own set of remembrance. You don’t forget the basics because they never change.

Catch you later,

Bernard A. McNealy, CEO

CDM Digital Advertising & Integrated Marketing 

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