A few months ago I was at a Seattle Mariners game, in Seattle.  I was visiting a friend who was getting married that weekend and we were meeting at the Silver Cloud Inn before the game (a hotel directly across from the stadium). The usual ticket scalpers were lining the stadium walls – either asking for tickets or holding them in their hands to show they indeed had tickets available if you didn’t have one.

There must have been at least 25-30 ticket scalpers.  Imagine the competition. Before we left, I ran upstairs to grab my jacket and as I waited for the elevator a man rushed passed me into the business center located just a few steps away from the elevators and the main entrance to the hotel.  Curious, I followed the man into the business center and sat down to fake a little “online lookup.”

I noticed this man had pulled up Craigslist and started to create an ad.  Sitting next to him, a pair of Seattle Mariners baseball tickets.

The point of this story? In business, often times we do the same things our competitors are doing, we use the same resources, at the same time, in the same place.  One by one we all line up next to each other for potential customers to determine what makes each one of us different or who has the kindest smile (best logo) and looks the friendliest (cheeky marketing speak).

It’s important to recognize that we can still use the same resources and advertise using the same channels, after all that is where are customers are.  But it doesn’t mean we can’t look at how to market ourselves and our message differently than the rest.

In this case, it seems obvious that you could sell the tickets on Craigslist to folks who are planning to attend the game but can’t find tickets (days, or even weeks before the game).  It also seems obvious that you would stand right in front of the stadium because customers know they will be able to purchase tickets from…a ticket scalper.  But, this man changed the game a bit – he used the same resource at a different time and utilized the resources around him.  Whether he sold the tickets or not, he was still utilizing the resources that were available to him – and at no cost to him.  Craigslist = Free.  Hotel Business Center = Free.

Key takeaways:

1. There are plenty of free Social Media tools out there like Facebook, Twitter, Flickr, and YouTube.  If every one of your competitors has access to the same tools and resources you do, how are you differentiating yourself? How can you utilize those tools differently – be it seasonal, deviating from a normal process, or other? Think strategy.

2. If you have created a Facebook page or Twitter account for your business are you just running with the herd? Have you just jumped on the bandwagon because every one else has? How can you use these resources and other resources outside of these to actually improve your bottom line?  Avoid the “me too” scenario or seek help from an outside consultant to introduce ideas on how to use these tools to your advantage.

3. Don’t forget the resources/tools that have worked in the past or the ones you haven’t really fine tuned that are working.  Don’t throw the baby out with the bath water.

4.  Don’t be so quick to jump on the next shiny object that sparkles.  Make sure you have a clear understanding and strategy in place before investing the time and labor costs associated with the upkeep, management, and maintenance.

Business is and always will be about people.  No matter what anyone says, it is about who you know not what you know.  Business is about people. Business is about the relationships you build, share and maintain. I dedicate this post to five individuals who have had a major impact on my life as a professional and as an individual (outside of my loving and supportive family). One of which recently left this crazy world in hopes of finding peace.  I have tremendous respect and admiration for each and every one of these people.

Jason Baer of Convince & Convert, invoked the fire in me.  He taught me that I needed to get out of my own way to be the best I could be. He taught me to be a better person for myself, to be a better professional and to push myself to the limits.

Maggie Young of Red Flag Consulting, has been a friend and mentor, she has been instrumental in depicting how one handles themselves in a professional manner – no matter what the circumstance.  She is the most diplomatic person I know and articulate beyond belief.

Eva Voorhees of Tiny Advertising, pushed me off the proverbial cliff of entrepreneurship.  She helped me get my first client and has never stopped believing in my talent.  Eva is a wonderful lady that has unabashedly supported me and remains a client and friend to this day.

Chris Johnson of Terralever, from day one, welcomed me into his world. He opened up his business for me to learn without reservation and he gave me his friendship without expecting anything in return.  He has always been open and honest with me, and at times when I faltered he forgave and continued to support me and still does to this day.  He continues to be a integral part in my life as a mentor and friend.

Andy Richter of Terralever wanted me to be the best I could be.  He taught me that hard work deserves reward, and that there should be no hard work without reward. He always believed in me and trusted me from day one without reservation. He had faith in me. Andy was always so supportive and accepting without judgment. He had such a great spirit – he will be missed by so many.

Despite my decision to leave Terralever Andy and Chris always remained supportive and interested in my success.  They really showed me the true meaning of “if you put your mind to it, you can do anything.”

All of these people are entrepreneurs and I have had the good fortune to work for and with all of them.  I am a lucky one, to  be surrounded by kind-hearted genuine people, who are brilliant, inspiring, motivating and supportive. I am truly fortunate to know all of these people and I am grateful for their friendship, their support, and mentoring.

Thank you to all of you for believing in me, for supporting me, for pushing me to be the best I can be. I would not be where I am today without your support and guidance.

Often times, we think to tell our loved ones first that we care and appreciate them and all too often we forget to tell those who have helped us professionally and personally.  The biggest lesson is that many people will never know how much an impact they have made on your life and how very important it is to never assume they did.

It is unfortunate that it takes a tragedy to reflect on who has had an impact on my life and has played an instrumental role in who I have become. I am sorry I will never be able to tell Andy how much he meant to me.

Take this moment, this day, and every day after to tell the people in your life how much they mean to you, how they have inspired you, supported you…just how much of an impact they have made.