 Marty Grunder |
You’ve undoubtedly heard the story of Capt. Chesley Sullenberger who landed the US Airways jet in the Hudson River and saved 150 lives in the process. I’ve listened in amazement to the conversation he had with the air traffic controllers when the plane encountered some birds that shut down both engines rendering the massive jet powerless and gliding to a landing. What’s amazing about Sullenberger was the calm in his voice. He didn’t panic; he simply let his training take over and worked the plan he had been presented with in training and, best of all, it worked! There’s a business lesson you can learn here: Don’t panic. It’s very easy to panic right now. Entrepreneurs like us are hurting right now. It’s not a time to take crazy risks, but it is time to work your plan and not panic. Recently I spent a day with Joe Calloway, the author of “Becoming a Category of One: How Extraordinary Companies Transcend Commodity and Defy Comparison.” The book focuses on what companies can do to differentiate themselves and be the best in their categories. As Joe looked at my business and what I was and wasn’t doing, he gave me a piece of brilliant advice: “Whatever you would do in the long term, do in the short term, and don’t panic.” In other words, work your plan. Let’s explore this with a couple of examples specific to our industry. EXAMPLE NO. 1. You’ve been in business more than 25 years, and have a sterling reputation. Much of your work comes from word of mouth. If someone is building a big, new home in the area, they call you. But, only two new homes have been built in your area in the last 30 months.
Here’s what you don’t do. You don’t start mailing coupons. You don’t start calling on shopping centers to see if you can mow their grass. You don’t take out billboards saying, “No job too small” or “We’ll match any bid.” Now you feel sick. You regret taking the job, and wish you would have stuck to what you know best. What you should have done was told the client, “Yes, we need work but it has to be the kind of work we do best. Building a pool is not what we do, and the last thing I’d want to do is mess up our relationship.” You should have worked your plan and stayed focused on what you do best – maintenance. You should have put together a plan to market more of the services you do offer and not ventured off in an unknown territory. You shouldn’t have panicked and should have done in the short term what you should do in the long term. Sullenberger had every right to panic, but he didn’t and it paid off. As green industry professionals, we need to do the same thing. As my friend Joe said, “Do in the short term what you’d do in the long term and don’t panic.” Some great advice; now I need to follow it and so do you. Follow your plan, leverage your strengths and run your business doing the things you do best. My gut tells me we’ll all be rewarded for this type of behavior. |
Get curated news on YOUR industry.
Enter your email to receive our newsletters.
Explore the May 2010 Issue
Check out more from this issue and find your next story to read.
Latest from Lawn & Landscape
- Ceramica acquires Fundraising Brick
- Senske Family of Companies acquires Huron Pest Control
- Sunseeker unveils new X7 Series Robotic Mowers
- Bobcat Company debuts MT120 mini track loader
- Senske Family of Companies opens new corporate office
- Autonomowus Lawn Company adds robotic mowers to Genan tire recycling plant
- Visterra Landscape Group acquires Cleveland-based H&M Landscaping
- SiteOne names Carrothers VP of agronomic business development
