Our Highest Calling

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Business is tough these days and the temptation is to become all things to all buyers so that you might sell something to some. That's another self-defeating behavior arranged by an Ego whose focus is on its own well being. We simply can't be successful at the business of everything. Our market message becomes confused and we're now known for nothing. Would you remember "Widgets, Gadgets, and More Stuff" or would you more inclined to remember and try "Widgets Are Us" the next time you need to satisfy a widget craving? While we can't be everything, we can be something. The question is "what?"

People associate known good or bad qualities in one area to other areas. They think that because someone is attractive they are also resourceful and honest. They will be suspicious of another if they simply know nothing other than they are poor. This is the halo effect. If you have a positive image in one area, a halo will create a positive image elsewhere.

Being exceptional in one area calls for a focus on it. The fear is that a narrow focus will limit business and cripple profitability. Not always. People's tendency to associate can continue to work to the Active Investor's advantage. If a business demonstrates competence in a complex or unusual area, customers will assume their competence in simpler and more common aspects of the business. The art of profitable focus (halo building) is to choose to build your reputation of excellence in the most complex or unusual area where you can still prove your excellence. Without your drawing attention to any other aspects of the business, prospects will simply assume they have been handled with the same degree of professionalism.

When traveling Interstate 35 through Texas, stop in the town of West. Along the east service road are 3 gas stations, each with a large marque sign competing for your business with major oil company brand recognition and current pricing. At this level they seem similar; however, one of them has so many cars parked there, they have purchased the lot next to them to handle the frequent overflow. This business also sells kolaches. They've created so many delicious varieties the crowds of travelers come without a thought of a major brand or the current pricing. Any travelers new to kolaches see those crowds and assume if they're that popular, these have to be worth buying.

The Cost of Goods Sold for a kolcahe is small change; but what has been achieved by a successful focus on the unusual is worth millions. What should be our focus? What is our highest halo? The answer also is our highest professional calling.

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