01 Apr Horses to Ride for Success
Hello Readers and Riders!!
Today, I wanted to share an article wrote by Al Ries. This article, about marketing classics, will help you to succeed in your professional as well as in your personal life. Read this article and feel free to share it and comment it!
6 Horses to Ride
From: Positioning the Battle for Your mind by Al Ries Some ambitious people find themselves trapped in situations where their future looks bleak. So what do they generally do? They try harder. They try to compensate by long hours of hard work and effort. The secret is to keep your nose to the grindstone, do your job better than the next person, and fame and fortune will come your way right? WRONG! Trying harder is rarely the pathway to success. Trying smarter is the better way. It’s the story of the shoemakers’ children all over again. Too often, management people don’t know how to manage their own careers. Their own promotional strategy is often based on the naïve assumption that ability and hard work are all that counts. So they dig in and work harder, waiting for the day someone will tap them on the shoulder with the magic wand. But that day seldom comes. The truth is, the road to fame and fortune is rarely found within you. The only sure way to success is to find you a horse to ride. It may be difficult for the ego to accept, but success in life is based more on what other’s can do for you than on what you can do for yourself. Kennedy was wrong. Ask not what you can do for your company. Ask what your company can do for you. Therefore if you want to take maximum advantage of the opportunities that your career has to offer, you must keep your eyes open and find yourself a horse to do the job for you.
The 1st horse to ride is your company
Where is your company going? Or more impolitely, is it going anywhere at all? Too many people have taken their good prospects and locked them into situations that are doomed to failure. But failure at least gives you a second chance. Even worse is the company with less than average chances for growth. No matter how brilliant you are, it never pays to cast your lot with a loser. Even the best offices on the Titanic wound up on the same lifeboat as the worst, and that’s if he was lucky enough to stay out of the water. You can’t do it yourself. If your company is going nowhere get yourself a new one.
The 2nd horse to ride is your boss
Ask yourself the same question about your boss as you asked yourself about your company. Yet some people actually like to work for incompetents. I suppose they feel that a fresh flower stands out better if it’s surrounded by wilted ones. They forget the tendency of top management to throw the whole bunch out if they become dissatisfied with operations. Two types of individuals come in looking for jobs. One is inordinately proud of his/ her speciality. He or she will often say “ You people really need me around here. You are weak in my speciality” The other type is just the opposite. “You do a terrific job and I want to work with the best” Which type is more likely to get the job?
The 3rd horse to ride is a friend
Most of the big breaks that happen in a person’s career happen because a business friend recommended them. The more business friends you make outside of your own organization, the more likely you are to wind up in a big rewarding job. The way to ride the friendship horse is to keep in touch regularly with all your business friends.
The 4th horse to ride is an idea
On the night before he died, Victor Hugo wrote in his diary, “Nothing, not all the armies of the world, can stop an idea whose time has come”. Everyone knows that an idea can take you to the top faster than anything else. But people sometimes expect too much of an idea. They want one that is not only great, but one that everyone else thinks is great too. There are no such ideas. If you wait until an idea is ready to be accepted, it’s too late. Someone else will have pre-empted it.
The 5th horse to ride is faith
Faith in others and their ideas. The importance of getting outside of yourself of finding your fortune on the outside, is illustrated by the story of a man was a failure the most of his life. His name was Ray Kroc and he was a lot older than most people and a failure to boot when he met two brothers who changed his life. For the brothers had an idea but no faith. So they sold their idea as well as their name to Ray Kroc for relatively few dollars. Ray Kroc became one of the richest people in America worth hundreds of million dollars. The brothers? They were the Mc Donald brothers and every time you eat one of their hamburgers, remember it was the courage and persistence of the outsider who made Mc Donald’s chain a success. Not 2 guys named Mc Donald.
The 6th horse to ride is you
There is one other horse. An animal that is mean, difficult, and unpredictable. Yet people often try to ride it. With very little success. That horse is yourself. It is possible to succeed in business or in life all by yourself. But it’s not easy.Like life itself, business is a social activity. As much cooperation as competition. Take selling, for example, you don’t make a sell by yourself. Somebody also has to buy what you are selling. So remember, the winning jockeys are not necessarily the lightest, the smartest, or the strongest. The best Jockey doesn’t win the race. The Jockey that wins the race is usually the one with the best horse. So pick yourself a horse to ride and then ride if for all it’s worth.