Friday September 30, 2016

Analysis: There Are No Silver Bullets to Success … But

Consultant reveals the fundamentals to achieving prosperity
By Jamie Persse


    I’m sure you’ve probably heard it somewhere along the way that there are no silver bullets, or quick fixes, to achieving success in your business.


    Merriam Webster defines silver bullet as “something that acts as a magical weapon; especially one that instantly solves a long-standing problem.”


    Is there a magical weapon you have in your arsenal toward achieving success, or greater productivity? Do you possess the instant cure? If you’re like most, the answer is no. As it pertains to business growth and success, often, it simply comes down to mastering some basics.


    Likewise, it involves more than just “hard work” to get from where you are to where you want to be. Likely, it’s more about working smarter, not just harder. So how do you differentiate yourself, your product, or your service? How do you avoid being caught in the “commodity trap”?


    Here are some practical, yet perhaps underutilized ideas that you may want to consider to create and maintain a competitive edge.


    • Create TOMA: (Top-of-mind awareness)


    Regardless of the product or service you offer, I’m sure that not all of your prospective customers need your product all of the time. If you are blessed to be one of those business types that does have a high frequency offering, great! For others, the question then becomes: How do I reach the right people at the right time?


    The solution today is significantly different than several years ago. With social media as a prevalent mainstay in society today, many have actually hired staff solely for the purpose of managing their social media persona. Others engage contract companies to help them achieve that end.


    In my past life, I had the pleasure of working with an advertising agency that produced and placed a significant amount of TV, radio, and print media for us. Each year, we would dedicate a percentage of our budget for that sole purpose. It wasn’t happenstance. Our multi-media approach was strategically planned for the purpose of creating top-of-mind awareness of the product and service we offered. And I’ll tell you first hand — it worked!


    So, whether you have the internal staff, or need to seek out a professional in the field, don’t cut yourself short. Let people consistently know you’re there, ready, willing and able to serve them.


    • Continue your leadership development


    As a leadership, personal and professional development consultant, coach and trainer, I’m an avid student of leadership principles.


    My mentor and business partner, John C. Maxwell, states in his book — “The 21 Irrefutable Laws of Leadership” (chapter 3 on The Law of Process) — that “leadership develops daily, not in a day.” So why increase your leadership ability? The answer is very simple: because leadership is influence, nothing more, nothing less (this is also a Maxwellism).


    Think for a moment about how increasing your influence could positively affect your bottom line. Aren’t you an influencer of your peers, your subordinates and your customers? Of course you are. And suffice it to say, not all leaders and influencers are born with that particular skill.


    Leadership and influence skill can (and should) be developed continually. In the work I do with organizations, we work to develop people’s leadership skills, influence skills, culture, communication and connecting skills. What is the ultimate result? Increased productivity! Couldn’t we all stand to increase our productivity?


    • Continue to develop your industry-specific skill


    The law of process I referred to formerly also applies in the realm of staying up to date and current in your industry. The world is forever changing and at a rapid pace. Customer needs change, products change, technology advances, etc, etc. Staying current and ahead of your competition will differentiate you from the pack. Your customers can and will sense that you’re the subject matter expert.


    Knowing your product inside and out, and knowing how it will satisfy your customers’ needs, is absolutely critical today.


    Unless you’re in a business where you hold a monopoly, chances are you have a significant number of competitors competing for the same customer. I take that law to heart and continue to study and learn so I’m providing the best possible service to my clients.


    Perhaps you’ve been in your industry for quite some time and have fallen behind on some of the latest technologies, or maybe the products or services you once offered no longer are contributing to the success you seek today. A commitment to continued learning can provide stellar results.


    I’m a huge fan of Marcus Lemonis from “The Profit,” which in my neck of the woods airs on CNBC. This investor invests in companies and helps turn them around, and ultimately make them more profitable. Marcus says, “It’s all about the people, the product, and the process”! I know that resonates with me. I hope it does with you as well.


    If you want to grow your business, ask yourself a few simple questions:


    • What can I do to increase my visibility, and create TOMA for my perspective customers?


    • What could I do to increase my leadership/influence level?


    • How can I sharpen my skill within my industry to better serve my customers?


    As I mentioned in the beginning, there are no silver bullets to success. If you answer, and ACT on these few questions, I’m confident you’ll be pleased with the results. Knowing is simply not enough. Doing creates results.


    I truly hope this serves you well.


    — Jamieson C. Persse is the founder and CEO of JC Persse Consulting. For more information, visit and send an email to

Oswego County Business Magazine
Issue 160

Issue 160
February/March 2019

Cover Story


James Weatherup

On The Job

What Are Your Goals for 2019?

Success Stories

Laser Transit Ltd.

My Turn

The Incompetent Boss and the Peter Principle

Economic Trends

Economic Advancement Plan Progress Report

Last Page

Chena Tucker