The Biggest “F” In Your Business

by Jane Button on January 2, 2012

Failure to Launch: Fear, Fascination, Frustration or Funds?

By Jane Button

Have you ever had an idea for a product, a business or a new creative line, gotten so far and then pouf!! nothing….off into oblivion?

What happened? You sat there with egg on your face because you’d told everyone you were creating something and then failed to launch. You stopped talking about it and hoped and prayed no one would ask you how you were coming along with it.

Sound familiar?

I’ve helped hundreds of small businesses with the creation of new ideas, new products and design concepts. Some move forward immediately and others get bogged down in the “failure to launch” mode – not because they don’t have a great idea but because they fall into one of four traps that sabotage the success of the idea or business.

An idea is only an idea until it’s implemented. As long as the idea is only in your head it serves no useful purpose to your target market and certainly does not create any revenue or satisfaction for you.

It’s important to recognize WHY your products or ideas don’t come to fruition. Until you truly understand WHY it can be like pulling teeth to make things happen.

These are what I characterize as the four Fs of “Failure to Launch”:

1.  Fascination

I call this the “Bright Shiny Object Syndrome”. As creative people we all have this to a certain extent – some more than others. What happens is we come up with a fabulous product idea, a design or a prototype and take it only SO far. And then we get distracted with a new idea – another BSOB and the original idea never gets to the implementation stage. Oh we might talk about it but it stays put.

It is terrific to have ideas (actually many people do not have this gift that we sometimes take for granted) but to make a profit, create a company and turn your idea into a product it is imperative to get beyond the Fascination stage and on to the creation stage. If it’s a great idea and worthy of your attention it’s time to move it forward by doing 2 things (perhaps simultaneously) #1 Creating your get it done systems and #2 Getting help and assistance from someone with experience.

2.  Frustration

Have you ever started a project or had an idea that you can only take to a certain level with the current knowledge you have? Maybe you’re a great designer/seamstress and have created a line of bags or clothing – but when it comes to sales and marketing, frankly you just don’t know the first thing. You start selling your products and have some success but your sales are low and flat – and you get to that frustration point where you just say “forget it – I should never have thought I could start my own company!” You end up not fulfilling a dream because you don’t know the answer now.

Or you bump up against a roadblock on a major project by thinking it’s too complicated or too monumental. So you end up looking like a deer in the headlights and become paralyzed – instead of chunking down the project and starting somewhere rather than doing nothing.

I am reminded of one of my favorite quotes (not sure where this came from) “You don’t know what you don’t know till you know it” This is the time to learn what you don’t know.

And if you’ve put yourself into overwhelm – start with an outline or a brain dump of everything that needs to happen. Next put it all into a logical sequence. What if you took the time you’ve spent complaining and used it to create a plan towards a solution? Change your language from I don’t know to I’ll find out.

3. Fear

When you’re “comfortable (familiar)” where you are you tend to like staying put because to stretch and change seems uncomfortable (unfamiliar).

If you’re hanging around all your friends and family who are unsupportive of your new business or your new idea – you start believing them. And your mindset goes back to where you started. You start thinking, “who am I to believe that I can start this business?” And so you don’t and your life remains the same and your idea stays inside your head. And you have failed to launch.

Not everyone wants you to be successful. It’s easy to stay the same. But you know you will have to take charge. Getting past the fear, whether it is fear of failure or fear of success (doesn’t matter which because they both keep you stuck) requires the inner critic in you to stop the sabotage.

The question is, as I believe Wayne Dyer said, do you want to die with the music still in you? I don’t think so. Step away from the fear and move out of that comfort zone – once you do you will never turn back.

4. Funds

This one is an epidemic. It’s the easiest way to procrastinate and the biggest excuse of all. “Oh I don’t have the money so I can’t do it.” How many times have you used that one?

The money is there, you need to look for it and use your creativity to find it. When you continually shut yourself off to the idea that you will find the money for your business idea – then it will not be there because you aren’t being creative and your own mindset holds you hostage.

So Stop It with the negativity and the sob stories that stunt your growth. When you want it bad enough you will find it. You may have to grow slower than you want; you may have to get a day job and work on your business at night; you may have to demonstrate success with your product before you get an angel investor; you may need to find people to help you so you can do what you do best.

Business is about money, it’s how our society works. Goods and services are exchanged with money. If you have a viable product – prove it and the money will be there.

Identify which “F” is your stuck point, your Failure to Launch. Once you know you can make the changes necessary to actually Launch your line, launch your idea, launch your business or launch your creative product.

If you’re in failure to launch mode I’d love to hear more.  

 

Want to grow your creative product business? Join me in the “Design2Market Success Inner Circle” program where we focus on PRODUCT BUSINESSES with weekly training videos; special topic calls; question and answers – plus a whole lot more so you can do what you love AND make money.   D2MS Inner Circle

 

© 2011 Jane Button International Design2Market Success

WANT TO USE THIS ARTICLE IN YOUR E-ZINE OR WEB SITE? You can, as long as you include this complete blurb with it: Online creative product mentor Jane Button publishes “Design 2 Market News” weekly ezine packed full of with tips to help make you money from your Invention, Sewn or Knit Product, Design, Gift, or creative Idea. If you’re ready to take off the training wheels and turn your creative passion into a profitable business,  www.Design2MarketSuccess.com

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A Christmas to remember…our Norman Rockwell moment

by Jane Button on December 25, 2011

Holidays bring on all sorts of memories and conjure up ideals of how things "should" be. Advertisers know how to press our buttons, get us to buy things we don't need but want. Some of us feel guilt that we forgot someone or think we don't have the money to buy a gift or are too busy to send out cards or have a party. Then there's the Norman Rockwell picture perfect family…

The truth of course is, none of these things matter in the long run. 

I was thinking today about a Christmas past that I will never forget. It started all started years ago in the month of June when my husband John was diagnosed with a malignant brain tumor.

He had complained of a headache and when the usual treatments did not help – we took the next step. Brain surgery happened almost instantly after the tumor was discovered – and the prognosis was not good. His surgeon said he would have about 4 months to live and if the tumor came back there would be no more surgeries.

Brain tumors are like living with a time bomb in your head. And when the tumor grew back in December, the doctors changed their minds on another surgery. There was a new treatment program taking place at the UC Medical Center in San Francisco and IF they could get most of the tumor the second go round then John had a chance to be a part of the new protocol.

This was good news! And so surgery #2 that was never supposed to happen was scheduled right before Christmas.

Our children were young, aged 6 and 7. I wanted to make sure they did all the traditional things we did as a family. I wanted to have as "normal" a Christmas as we possibly could whether Daddy was at home or in the hospital. I was trying so hard not to miss a beat and still take care of everyone knowing we were all under tremendous stress. And I vividly remember decorating the tree, getting it just right when the whole thing fell over smashing ornaments into smitherines. I was in tears.

And then we got the call – John could come home! Though it was only a day after brain surgery his doctors thought he would be better off being home with his family. In hindsight they also probably thought it would be his last.

The tree no longer mattered. I swept up the glass and drove to the hospital.

I remember us all sitting in the living room that Christmas Eve, John with a bandaged head surrounded by our children. The tree didn't matter – the gifts didn't matter – we were all together, and that's what really made that Christmas a most special memory forever. It was our Norman Rockwell moment.

Let us remember what is really important this year as we celebrate.

Wishing you a Merry Christmas and Happy Holiday filled with love!

Jane Button

P.S. And if you're wondering, that was not John's last Christmas. He beat the odds and celebrated two more with family and friends. The photo above is of the two granddaughters John never met and there is now another one on the way!

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How Working Backwards Helps Move Your Business Forward

by Jane Button on December 15, 2011

How Working Backwards Helps Move Your Business Forward: 7 Steps to Creating Deadlines That Work Every Time

By Jane Button

I now work much better starting backwards than forwards.

It’s something I learned long ago when I realized that there were certain times of the year when buyers placed their orders. When I started my business, I was not fully cognizant of the ebb and flow of the ordering, shipping and sales processes and how they all overlap.

I had always been a consumer. I did know if I wanted to buy a bathing suit I would have to buy it way in advance of when I was actually going to wear it if I wanted a good selection. But until I was in a product based business I did not fully comprehend the idea of working backwards.

Working backwards, or creating a time line with the end in mind is a critical concept to creating a line or product of any type whether you are going to sell retail or wholesale. There is a drop dead date for completion whether it is prototypes, sample goods for shows or final goods for delivery to stores or for selling at craft fairs.

At some point there is what I affectionately call a Final Final deadline – and if you’re not ready you lose. You lose not just sales but credibility. This is how important it is to set an accurate timeline and learn how to work backwards.

This is not goal setting – a goal has an implied message of “maybe I will maybe I won’t”, creating a Working Backwards time line is a “DO OR DIE” for your business – otherwise you have a hobby.

Here’s How to Work Backwards:

 

  1. What is the drop dead date? My definition of Drop Dead Date (DDD) is the date of the show, presentation or whatever it is you’re planning. It is THE ACTUAL DATE of the event. This is your first decision for your planning. No padding allowed here, we’ll talk about that later.

  1. What is the date today? Simple enough to figure out.

  1. What are ALL the steps that need happen in between? This means EVERYTHING that needs to be completed in order to meet the goal – every single step along the way no matter how big or small – nothing should be overlooked. I find the best way to come up with the steps is to do a “brain dump”. Take out a piece of paper and let your mind wander while you dump everything onto the page. After you have amassed your list you can categorize the steps.

  1. Create the milestones: This can at first be a little challenging if this is your first time creating a collection or a product because you may not be as familiar with the amount of time each step takes. The first time with anything – whether developing a line or working with a new vendor is always the toughest and the most challenging. Nevertheless, assign the amount of time each action will take based on your current knowledge. For example if you need to have buttons dyed to match for your samples, make a note of what the manufacturer tells you and then add a few days. You’ll soon come to realize which milestones are the most critical for meeting the deadline you need to make.

  1. Who’s in charge here? Once you’ve got the milestones decide who is in charge of each. And if the buck stops with you on everything who is going to assist you? It can be challenging to be in charge of everything when you’re trying to get ready for a show or create a new line. A wise mentor once told me, “Do what only you can do and delegate the rest.” Words I did not take to heart at first but wish I had sooner rather than later. You are going to need help and I strongly encourage you to find resources. If you already have a team, make sure each member understands their role and their deadlines. Set regular times for communication with the team members.

  1. Keep Track of everything: This is the part most small businesses skip over – and later on find they are in a constant state of overwhelm. Please do not skip this step! Creating the milestones and assigning ownership of each is not enough. The part that will automate your business in the long run is actually documenting your tasks. So, back to ordering those dyed buttons – what do you have to do to place the order? What steps do you actually follow to do this? Write them out and enter them into your “Operations Manual” so next time you have to order dyed to match buttons you know exactly the steps you need to go through to place the order. This way you will remember AND you can delegate the task. A quick tip on setting up your Operations Manual is to use the MS program 1Note – it comes all tabbed and indexed and you can easily create documents as needed an drop them in place on your computer. Alternatively get a ringed binder with tabs and start filling in the processes as you go.

  1. Allow extra time for delays & have a back-up plan ready to implement: I learned that no matter how well you have your plan put together on paper it is critical to allow for delays – even though you have no idea what they may be. We once had an important delivery for a catalog order for Nordstrom and our button company had a delay in getting a huge quantity of porcelain bunny buttons delivered. Because the sweater had already been photographed and in the catalog that was ready to drop, these buttons were essential. Arriving the day before the shipping deadline, I enlisted our entire staff to hand sew the buttons and pack the orders. It was an all nighter for everyone. This was something we

As your businesses grows, Working Backwards will become second nature – but if you start from the beginning I guarantee your business will grow much faster than you ever thought possible!

 

@Jane Button Internationa 2011 Design2Market Success

For More information about this subject and much more about creating your Design 2 Market Success business we invite you to join our INNER CIRCLE for Creative product entrepreneurs, To take a look at all the help for your creative business click here: Design2Market Success Inner Circle

 

 

 

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Part 2: If someone gave you $10,000 to spend on your business how would you spend it? And Why?
by Jane Button

Evelyn really thought she'd had the answers down pat when she gave her grandfather the answers to his questions on where the $10,000 would be spent. So she was disappointed she had not gotten everything completely right the first time.

But she knew she needed an entrepreneurial education a corporate background was just not the same. That's why she had the meeting with her grandfather in the first place, she needed a mentor. He was an experienced, very savvy, successful entrepreneur. He knew things she did not – yet.

To refresh your memory, Evelyn's grandfather offered her $10,000 to use in her business with these stipulations:

  • · It must be used for the business and not personal expenses
  • · She had to tell him exactly how she was going to divvy it up – to the penny
  • · Tell him WHY she was going to make the choices
  • · He would approve or disapprove – and if he disapproved he would tell her why

[If you have not read Part 1, click here]

He had given her a week to figure it out, and Evelyn had been pretty excited with her answers to him. And though he was impressed, he told her she had to go back to the drawing board because "she needed to be more specific and she had missed 2 important expenses."

Going back to the drawing board, Evelyn could see that she had not been specific enough; but she was not really sure what two expenses she had missed. So, to figure it out, she thought the best plan of action was to start with the specifics – that might get her brain going.

The first three expenses on her list had been:

1. Administrative Assistant Part time for 2 months until she started bringing in income. She could hire a virtual assistant for $20 an hour for 20 hours a month = $800

2. Bookkeeper part time could also be virtual – $35 per hour for 10 hours a month = $700

3. A webdesigner to do the makeover could easily be found for $350-$500, so set aside $500

She expanded with more details:

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When You’re Told Your Price Is Too High, Is It Time To Change?

November 14, 2011

When I had my apparel company and showed our line in trade shows, we were sometimes told our prices were too high. At first I was offended. I had done my homework on our pricing and I thought we not only offered a good value but were competitive – PLUS our designs were better (in my opinion) than our competitors.

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It’s true, today is my birthday | Memories of my sister Barbara

November 2, 2011

Growing up there were 3 days in a row that blended together. October 31st Halloween – November 1st my younger sister Barbara’s Birthday and then November 2nd my birthday, which every once in awhile was also election day.

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