When I was a small girl, my family would gather to watch The Art Linkletter Show, a television variety show which aired once a week. 

Although I have watched countless shows since that time, there is one particular segment which comes to mind when considering the many facets of starting and operating a small business.  During the segment, Art Linkletter introduced a juggler who proceeded to explain how we all are jugglers.  There are those who juggle as a profession; however, the analogy was applied to the rest of the population.  No matter your profession, age, or socio-economic status, we can all learn from the juggler’s lesson of “The Spinning Plates.”

To offer a brief synopsis of the lesson, the juggler first began the process by placing a dowel rod on the floor and balancing a plate on top of the rod.  He gave the plate a spin with this hand and stood back to watch as the plate, balanced atop the dowel rod, would spin around and around.  As the first plate was spinning, the juggler would set up a second dowel rod and plate.  This process continued until the juggler had twelve sets of dowel rods and plates spinning.  In order to keep the plates from crashing to the ground, the juggler had to run from one to the next to keep the motion going.  Inevitably, he would be too slow to attend to all of the plates and one would crash to the ground with the plates shattering into pieces. Quickly, he would set up a replacement and run from one plate to the next spinning, spinning, running, spinning, running, spinning, and running again!  I was exhausted just watching the process.

The morale of the lesson is that no matter how wonderful you might be at spinning plates, you can only manage a certain number of plates effectively.  Add just one too many plates and they may all come crashing to the ground.  The same lesson is especially true for those of us who are business owners.

There are many aspects of your new business which will spin at the same time:  financial, marketing, sales, service, employer/employee relationships, customer relationships, deadlines, industry regulations, ordering supplies, overseeing production, submitting bids, and the list goes on!  With all of these responsibilities, it is no wonder that we find ourselves spinning and running just to keep all of our “plates” operating as they should.  New entrepreneurs are often overwhelmed with the magnitude of responsibilities created when they decided to start and operate a new business. Realizing that all of the different areas must be effectively operating at the same time can create quite a bit of stress for the new business owner.  To be successful, it is imperative that we understand our value to the new business.  The primary responsibility for the new business owner is to focus time and effort on actions which contribute the greatest value to a new business.  So what happens to the rest of the plates left spinning?  Ah, that is the portion which must be delegated to others.  In other words, the business owner should “spin” the value plates and delegate all activities that others can do.  To capitalize on entrepreneurial strengths, new business owners must learn to delegate in order to spend valuable time strategizing and leading rather than doing. 

Art Linkletter has been quoted as saying, “I’ve learned it is always better to have a small percentage of a big success, than a hundred percent of nothing.”  An entrepreneur himself, Linkletter learned early in his career that the quality of employees he hired was in direct correlation with the success of a venture.  Linkletter hired the most creative people he could find to assist with the production of his television shows, “House Party” and “The Art Linkletter Show.”  Then, he shared his success with the employees, realizing that without creative employees, his ventures would not have yielded the same results.  If you were to ask the 96-year old entrepreneur his secret for success, he would tell you that he has learned not to spin more plates than he could comfortably handle.  Of the many books Linkletter wrote, it was the title of a book released in 1980 that states the fact entrepreneurs must remember, “I Didn’t Do it Alone!”

As this article comes to a close, I hope that you also learn from the juggler’s lesson and realize that you cannot possibly “spin all of the plates” found in your new small business.  Instead, learn to delegate responsibilities to others within your organization so that you can concentrate on that which brings your enterprise most value.  I’ll leave you with another bit of advice from Art Linkletter: “Things turn out best for the people who make the best of the way things turn out!”

Keep the plates spinning.

Penny Waddell

Small Business Management Instructor

Ashworth College

Times have certainly changed since the days when I first started my retail career in 1981, but that isn’t exactly shocking, is it? I never realized how much it had changed until I went back to work at Macy’s a year ago after a hiatus of staying home to raise my children.

The biggest difference? Technology, technology, technology! Everyone needs to buy things……whether it is clothing, shoes, groceries, furniture or home appliances. That hasn’t changed. However, how the retailers track these sales, track orders, determine everything from profitability to the next place to open a new location has become faster, more accurate and more specific due to technology. It has also streamlined job functions. So many things are computer generated that in many cases, it has eliminated the need for people which means fewer jobs.

In the past twenty years, many major retailers have combined and some have closed. This means that you have fewer buyers buying for more stores. It gives buyers more clout because they have more money to spend and can generate quantity discounts. The downside to that is that the computer doesn’t always know why something isn’t selling or who a particular customer is in a certain store. Buyers work to choose merchandise and negotiate pricing but tend to be less in touch with how their pricing translates to trying to merchandise a selling floor so it makes sense to the customer. If a buyer has 500 stores, he or she can’t know if something isn’t selling because the customer doesn’t like it, it doesn’t fit well, or because it isn’t marked down correctly or is in the stockroom and not on a selling floor available for purchase.

There are so many wonderful things about the fast pace and efficiency of technology in retail, but I sometimes wonder how much gain there is at the expense of the human element of seeing the merchandise on the floor, how it is presented and if it is marked and signed correctly. There is something invaluable about talking to sales associates about how something is selling and getting their feedback. They are the front line with the customer.

Kim Schorr

Fashion Retailing-Retail Management Instructor

Ashworth College

Have you ever paid attention to the little marketing gimmicks that different companies use in order to get you to buy certain merchandise? Think about your last trip to the grocery store. While you are standing in line, you are a captive audience. You have to stand in line in order to pay for your merchandise and leave. The store recognizes the fact that they have you right where they want you—standing still and waiting for the person in front of you to move forward and complete the transaction. As you stand there, you will begin to look around at the small area that surrounds you. Does this sound familiar? Soon, you will find yourself throwing in a magazine or self-help book, a package of gum or a Hershey bar. All of these are things we enjoy and would love to have, yet we probably would have left them out of our grocery cart had they not been placed in such close proximity of our “waiting space.” This appeal to impulse buying is marketing at its best!

This past week, my daughter and I made a quick trip into a Bath & Body Works store to purchase a few air freshener refills for our home. Grey clouds were looming overhead, threatening rain. We therefore quickly dashed into the store and made our purchase. Just before we walked out, we realized that the clouds had now turned into a gale-force thunderstorm, which made leaving the store impossible. We stood at the door with our one little shopping bag and joked with the employees about not daring to run out into the storm lest we “melt.” The saleslady, realizing that we were a captive audience, and using all of her sales training that she had learned in the past six months proceeded to show us one tantalizing product after another. Twenty minutes later as the storm subsided, and $215.00 poorer, my daughter and I finally left the store—dry, and laden with several bags of wonderfully scented soaps, sprays, and lotions that we had not intended to buy. I’m sure my sisters will be happy with their birthday presents, but I should remind you that we dashed into the store for only a small purchase. Again, this saleswoman’s tactics represent marketing at its best!

The examples that I just gave you are just a taste of the marketing concept involved in getting people to buy a products. The grocery store and the employees of Bath & Body Works understand the type of people who are most likely to buy their product, and they strive to produce the goods and arrange them in such a way that meets the needs of that market and get the consumer in the buying mood. Often, this is why you see the chocolate bars, gum, and magazines in the checkout lane at the grocery store. Just seeing these things gets you in the mood to add just a couple of more items to your cart; the fact that you tend to like these products doesn’t hurt either!

Penny Waddell

Small Business Management Instructor

Ashworth College

Have you ever watched a potter while he was molding a piece of clay into a masterpiece? It is not the tidiest job in the world! The clay mixed with water forms a gooey paste which the potter molds using his hands and fingers. At the same time the potter is molding the clay with his hands and fingers, his foot is working a pedal which controls the spin of a turnstile. His precise control of the foot pedal and the precision involved with molding and moving the clay, coupled with knowledge of just how much water and clay to add to the mix during the molding process are all necessary in order for the potter to create a masterpiece. Yet, this is still not all that it takes. The artist must also have an idea of the finished product in mind before he begins to take the first step in the molding process.

Can you see a common denominator here between the potter and an entrepreneur who is starting and operating a new business? Being an entrepreneur is not the tidiest job in the world! As a new business owner, you may find yourself elbow-deep in a situation which will require a great deal of control and precision coupled with knowledge in order to consider yourself successful. Yet, this is still not all that it takes. An entrepreneur must also have an idea of the finished product in mind (a goal) before he begins to take the first step toward starting and operating a new business. Is it easier now to see the commonalities between a potter and a new business owner? Both professionals must first begin with a clear goal in order to make a workable plan toward a finished product.

How do you begin setting goals for yourself? When I first became acquainted with goal setting, my mentor suggested that I learn to create S.M.A.R.T. goals for myself and for my business. It was at that time that I realized goals become merely wishful thinking unless you define them as objectives with specific measurements and then act upon the objectives. For those of you who might not have heard about S.M.A.R.T. goals, here they are:

• Specific
• Measurable
• Attainable
• Realistic
• Timely

A SPECIFIC goal is more likely to become a reality than a general goal. In other words, you would be “SMART” to determine the specifics by asking the following questions: “Who will be involved?” “What do you plan to accomplish?” “When do you hope to accomplish your goal?” “Where will all of this take place?” “Which obstacles or constraints might keep you from reaching your goal?” And, perhaps the most important question of all – “Why do you want to reach this goal?”

My mentor also taught me that you can not manage that which you can not measure. Therefore, your goals must be MEASURABLE. Again, the “SMART” goal setter will establish a procedure for measuring progress toward the attainment of each goal that is established. In the past few years, businessmen have looked at this as a way to “Scorecard” their accomplishments. Scorecarding is the process of keeping score, to measure your progress, stay on tract, reach target dates, and celebrate small achievements as you work toward reaching the final goal.

Now, let’s be reasonable! As we identify goals that are most important, we will need to figure out ways to bring them into reality. In other words, our goals must be ATTAINABLE. Often this means that we will have to develop the attitudes, abilities, skills, and financial capacity to reach our target goals. Vince Lombardi has been quoted as saying, “The dictionary is the only place that success comes before work. Hard work is the price we must pay for success. I think you can accomplish anything if you are willing to pay the price.” These are wise words. As you set your goals, make sure they are within your grasp and that the goals do not extend further that the price you are willing to pay to achieve the goal.

This, of course, brings me to the next point. A SMART goal must be REALISTIC and must represent an objective toward which you are willing and able to work. In order for the goal to be realistic, you must truly believe that you (and your company) will be able to accomplish the goal. Believe in yourself and believe in those who are working toward the goal with you. Include your team in the goal setting process and they will help you keep a reality check in place to make sure your goals are attainable.

The last SMART goal demands that you are TIMELY. Goals should have a reasonable time frame. If the timeframe is indefinite, you will not be motivated to achieve your goal by a certain date. This also makes scorecarding difficult. Attach a goal date for each goal that you set and then work towards it.

In the beginning of this note, I compared a potter to an entrepreneur who is just starting and operating a new business. For both professionals, goal setting is the motivating factor which brings shape and substance to the end product. Henry David Thoreau said, “Thought is the sculptor who can create the person you want to be.” We could change the quote just a bit to say: Thought is the sculptor who can create the business you want to build; and a great deal of thought must go into your goal setting process – especially if you are S.M.A.R.T.!

Penny Waddell

Small Business Management Instructor

Ashworth College

Constantly, we hear people say they want “job security and career advancement opportunities.” Starting and operating your own business is one way to take control of your future. Is it possible to become indispensable in today’s workplace? As you recognize your strengths, you will also build confidence, realizing that you have what it takes to market yourself and your new business; yes, you can become indispensable!

The term, indispensable means that which is necessary or essential. In other words, if you are to become indispensable, then you must become necessary or essential to the marketplace. As we consider what this means for you and your new business, let’s consider your strengths. Hopefully, your strengths include what I like to call, “The 9 E’s to BEcoming Indispensable:”

1. Enthusiasm
2. Effective communication skills
3. Ethical work habits
4. Effective employees
5. Effective problem solving and decision making skills
6. Endearing customer relationships
7. Energetic work habits
8. Education
9. Experience!

Let’s take a quick look at each of these important aspects which may catapult you to becoming indispensable. There is a reason why the word, “Enthusiasm” is first on the list. Enthusiasm is contagious! If you are enthusiastic about your abilities, your company, and your product, others will “catch” the excitement, too. Don’t you just love to be around someone who is excited about their work? It isn’t necessarily the words they use; instead, it is their non-verbal language which conveys the energy and enthusiasm they have.

Effective communication skills are vital to the success of an entrepreneur. Not only must you have a good command of the English language, you must effectively practice communication skills through writing and speech. I’ve written two helpful books which have been published by Pearson Publishers of Boston. “Going from Stress to Success,” published in 2007, is a public speaking textbook. “Basic Writing for Business: A Technical Approach,” published in 2008, is a textbook which details the basic skills of business writing. A combination of the two texts should help you to become proficient in writing and in speech. Other books are available on the market. If you feel you are deficient in your writing and speaking skills, take a course or purchase a book which will help you to develop your communication skills.

Job security is out there for people who exhibit ethical work habits. Think before you say or do anything. Make sure that your actions are consistent with business principles of moral conduct. Just remember that your work should be of the caliber that you would be proud to sign your name to it at the end of the day.

Effective employees can make your business a success. In this day of “no-customer service,” you will want to make sure that your employees treat customers with respect and honor. If you want your business to be indispensable, make sure you hire and keep effective employees.

Effective problem solving and decision making skills are another aspect which will help you to become indispensable. The key to effective problem solving and decision making seems to follow the same course: define the problem (or decision); look for alternative solutions (or answers); determine which solution (or answer) would be the best choice; activate the solution (or answer); and evaluate the results. Upon evaluation of the results, make recommendations regarding how to handle similar problems (or decisions) in the future. Learn from your mistakes and look toward the future!

Endearing customer relationships are another aspect which will make you and your new company indispensable. Customer loyalty is a powerful thing. The Golden Rule certainly works in this area, “Do unto others [your customers] as you would have others [other businesses] do unto you.” Before you answer a question or handle a problem, stop; ask yourself, “How would I like for someone to handle this if I were standing in my customer’s shoes?”

Energetic work habits are sure to place you on the road to job security. Energy is a by-product of enthusiasm and is found when positive attitudes are enacted. Task oriented people who get the job done are the type of people we need in business. Find that guy and you’ll find a guy with job security.

Never diminish the importance of education. As an entrepreneur, you need to be reading everything you can about the type of business with which you are involved. It is also important to read everything you can about business, in general. Learn, Learn, Learn, and Learn some more! The more you read and learn, the more knowledgeable you become, and Viola! You have become indispensable!

They say, “Experience is the best teacher.” Now, I’ve been trying for years to find out who “They” are; but the words are spoken in truth. If you want to know something about anything, ask someone who has experience. The more you work and the longer you work the more experience you gain. Learn from your past experiences. Take the negative experiences and learn something positive from them. Take the positive experiences, evaluate what contributions you made toward the positive experience, and duplicate it.

The “9 E’s to BEcoming Indispensable” are simple, yet powerful! You can become indispensable and in doing so, your job security and opportunities for career advancement are sure to be a goal worthy of achievement! Truett Cathy, founder of Chick Fil-A restaurants has been quoted as saying, “Academic credentials are important and will help you get in the door, but performance and dependability get you success.”

Penny Waddell

Small Business Management Instructor

Ashworth College