Success is Contagious!

Striving for success- benchmarks of achievement’

Roosevelt so famously remarked ‘the only thing we have to fear is fear itself’. I
sometimes feel that business sometimes falls into the very same mindset- in other
words the scope for success and achievement is considerably limited and constrained
by lack of drive, ambition or goal setting. Business and marketers in particular need to
be able to progress initiatives and drive forward their business by clearly ‘going the
extra mile’ as well as realistically appraising competitive distinctiveness and
opportunities for growth and development.

As a new cohort of graduates enter my 'sphere of influence' and aspirations for many
of my students are highlighted at this time, I am clearly reminded how uplifting
success is and how benchmarks and ambition are reflected and mirrored in student
successes. I think business could draw many parallels from this scenario. The need to
be disciplined and focused must be met. The essence of research and planning to
achieve objectives is paramount. The resultant ‘feel- good factors of reaching targets
and being rewarded impacts on how well we are all measured. The use of ‘best
practice’ and commendations from others about a job well done enables people and
business to have differential advantage and competitiveness.. Finally the accolade and
confirmation that you have achieved excellence is the clearest benchmark of
achievement. Tom Peters was clearly right in his seminal text ‘the pursuit of
excellence’ when he remarked that what distinguished all good companies (as with
successful students) was the consistency and dedication to the pursuit and aspiration
to be the best.
I suggest, as I am reminded and exhilarated by previous student successes at this time,
a simple 6 step portfolio and benchmarks for marketing success:

• Invest in the overwhelming power of marketing- be the best

• Accentuate a ‘positivist’ approach and eradicate the ‘loser’ mentality

• Appreciate achievement and success- wallow in it , publicize it expand from it

• Ensure you develop a winning mentality and thank the contributors to this success

• Never stop- be ahead of the competition and strive for greater gain

• To be the best you need to position yourself as an expert and leader in your field

A final recommendation and directive should always be try and focus on what is
best for you! This might sound too simplistic but most businesses fail or don’t
achieve the success they either strive for or merit because they are too busy
imitating what works best for others or their competitors!

Your business should always therefore start and finish with the client or
customer by targeting and goal setting against their needs, value and niche value.
You will then be able to develop from a position of strength and success and lead
to more meaningful and successful relationships which in turn will lead to
growth of vital networks and exemplars for future successes.

The adage success breeds success is the biggest truism in marketing!

Alan J Seymour

October 2009