March 2011 Volume 2 | Page 14

Be mindful of quality and your customer’s experience. Being the best in your niche and providing a quality product brings customers to your door. Paula had no money for advertising, but her welcoming personality and the notable quality of her meals led customers to tell others. Customers felt good about Paula; she has an inclusive personality that draws others in. Additionally, the quality of her cooking stood out and separated her from others. That word of mouth advertising was invaluable in getting Paula’s catering and restaurant businesses off the ground. Be willing to take risks. If you are the kind of person that desires security and knowing where your next paycheck is coming from then small business is not for you. The only thing you can count on when getting started is that you will be challenged regularly to solve problems that have no easy answer. You have to have the fortitude to face problems that have the potential to cripple your business, without blinking or flinching. Accept that you will make mistakes. One of Paula’s strengths is that she kept getting back up every time she was knocked down. In one example, her catering business became homeless when her landlord immediately evicted her after she told him she would be leaving in the future. In retrospect she should have waited longer before giving the notice, but that didn’t stop her from immediately working on other options. What you may find interesting about Paula’s story is that like so many other entrepreneurs, getting started was anything but glamorous or easy. The stories that typically make the headlines are rare overnight successes, but the overwhelming number of real successes take years and a lot of hard lessons. Paula survived the let downs and extreme challenges because she got back up and got to work every time the proverbial door was slammed in her face. If you looked at Paul Deen years ago before her success you may not have seen the assets she had, but they were there. She possessed a marketable skill, an entrepreneur’s attitude, an incredible work ethic, and a passion to do better for herself and family. That is why she is the current face of cooking quality. YOU are your most valuable asset. Think about what it is you want to accomplish. Ask yourself what things about you will be assets in your work to achieve those goals. TQR