I have a consulting client who is a true trend chaser.He gobbles up one sales book after another, always seeking THE SECRET or THE NEXT BIG THING with which he can associate.Instead of putting to work what he already knows with any consistency, he bounces this way and that, from idea to idea, in search of the perfect one.Of course I see this as foolish, though he is kind enough to buy MY books, tapes, and advice as well.
What he doesn't understand is success isn't contained in a new idea. You can't hear about something and then chase it.If it has already appeared in a book, chances are that new idea is already on its way to becoming quite stale.Did you know, and I say this as an author of 12 books with major publishers, it takes a minimum of nine months to get a book into print and into stores? And that presumes the book has already been written, sold, and it is "in production.".
More often, when you factor in the time it takes to market a book to publishers, you won't see your work come out for eighteen months to two years. By that time, believe me, what was your fresh new concept has been copied by lots of other people.And of course, what you see in print is just a small fraction of what is going on in the universe of business.
Most people who are innovating are too busy making money and appreciating their good fortune to talk or to write about it.Plus, why blab to the world and spawn innumerable copycats?.The best way to catch something new is to ask doers, people who are in the trenches, "What's working for you?".
Just today, at a meeting of a trade association where I was a keynote speaker, I got a chance to do this, with a person who offers services to dentists.I asked, among other things, "What is the single most attractive service you offer to dentists, from their viewpoint?".I was utterly surprised to hear that it is a simple software program that enables them to retrieve a patient's insurance coverage within a minute or two.Once I heard it, and thought about it, I said to myself, "Sure; that makes sense.
".But I could scan every published article on dental practice management and never come across that simple, and profitable fact.If you want to succeed, it's okay to copy, and to improve something, providing you don't offend intellectual property laws.But don't bother copying most of what you see in print.
By the time word reaches you, it's probably old news!..Dr. Gary S. Goodman, President of Customersatisfaction.
com, is a popular keynote speaker, management consultant, and seminar leader and the best-selling author of 12 books, including Reach Out & Sell Someone® and Monitoring, Measuring & Managing Customer Service, and the audio program, "The Law of Large Numbers: How To Make Success Inevitable," published by Nightingale-Conant. He is a frequent guest on radio and television, worldwide. A Ph.D. from USC's Annenberg School, a Loyola lawyer, and an MBA from the Peter F. Drucker School at Claremont Graduate University, Gary offers programs through UCLA Extension and numerous universities, trade associations, and other organizations in the United States and abroad.
He holds the rank of Shodan, 1st Degree Black Belt in Kenpo Karate. He is headquartered in Glendale, California, and he can be reached at (818) 243-7338 or at: email@example.com.For information about coaching, consulting, training, books, videos and audios, please go to: http://www.customersatisfaction.com.
By: Dr. Gary S. Goodman