Thoughts for a Leader – Part II

Smart Thinking … A Different Perspective

By Leslie R. Wolff, A Marketing Curmudgeon

Customer’s Focus

In order to get people to sit-up and take notice of you, you have to sit-up and take notice of what makes people sit-up and take notice” –Frank Roemer

What is the customer or prospect most interested in? Themselves! Understanding this is the basis of the WIIFM Factor, which impacts heavily on purchasing decisions. It stands for the question – “What’s in it for me?” A simple question, but how it is answered can dramatically affect the bottom line. Too often it’s ignored or overlooked in a corporate environment that focuses on features of their products or services rather than the benefits. Viewing your business from the customer’s perspective will always give you a competitive edge in the marketplace.

If you give something worth paying for, they’ll pay.” – Thomas J. Peters


It’s easy to come up with new ideas; the hard part is letting go of what worked for you two years ago, but will soon be out-of-date” — Roger von Oech

In trying to rise above your competition and outthink them rather than outspend them it is best to remember most are mimic marketers who duplicate, replicate and imitate rather then originate in their marketing efforts. Sometimes the “original” idea is based on common sense, which is increasingly uncommon. If you follow some of the ideas expressed above you will be far better positioned to be “Different” in ways that will impact your profits … positively.

The rewards in business go to the man who does something with an idea.” – William Benton


Playing it safe is the riskiest choice we can ever make.”

– Sarah Ban Breathnach

There has always been a correlation between the size of the risk one takes and the size of the reward they gain if they’ve done their homework. I asked in a group I belong to on – “Why is it so many executives can’t think outside the box/” The most succinct answer was “Fear.” So the truth is that anyone can think innovatively, but few choose to do so because they are not risk takers, they prefer to play it safe, which is why they lose out in the long run.

Don’t be afraid to take a big step if one is indicated.

You can’t cross a chasm in two small jumps – David Lloyd George


Keep in mind that neither success nor failure is final – Roger Babson

The time you need to do something is when no one else is willing to do it, when people are saying it can’t be done. – Mary Frances Berry

The quality of the results a true leader delivers is based on how well they motivate their team; The attitude they possess and the one they create within the corporate environment; How well they communicate internally as well as externally; How challenging as well as realistic are the goals they set; Their understanding of the customers needs and wants; The innovativeness he encourages from all within the entity; How they manage risk and if they do it all well the results will be amazing.

Nothing in the world can take the place of persistence. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts.Persistence and determination alone are omnipotent.” – Calvin Coolidge

Leslie R. Wolff is an experienced professional, obviously an outspoken curmudgeon with more than a half century in the marketing arena His mission in his business, speeches and writings is to reestablish a lost factor in business … commonsense! It is the foundation on which Smart Thinking is built. Les is CEO of The Smart Marketing Group, who simply help clients work smarter. Listen to his radio show on –“Smart Marketing for Small Businerss, participate in his Linked group of the same name, visit and he can be reached at 215-334-3432,, Skype: Smart Marketing or

You can also visit and participate at http://www.marketingcurmudgeon.comHis E-Book” Smart Thinking- Vol.-I” is available at

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Filed under Management and Leaders, Quotes, small business

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