The Move
In 2012, my husband and I were living in a little cabin in the woods of Boulder Creek, in the Santa Cruz Mountains of California. We decided to make the big move “over the hill” to San Jose. Moving to the South Bay opened up a world of opportunity for both of us.
When I moved to San Jose, it created a number of new and exciting opportunities with different tech companies that needed someone who had my trial and error experience. I was able to walk into major corporations and confidently tell them I could help them. I was able to show them the results they were going to get by working with me. Within the first month of moving to the South Bay, I was making six figures. How did I do that? I got laser focused. Rather than offering ten different services like I used to, I offered my top three selling insta-results based services: consulting, brand development, and website design.
I've been able to review my clients services or products and bring to light what is selling well and what is not, (even though they might LOVE their worst selling product) and effectively grow their company by dropping the least revenue generating items. Focusing time and energy on what our target audience actually wants, rather than what we might think they want, is key. Generating a six figure salary for myself within a month all comes from providing value to my client. When we put our own gains aside and focus on how to help our customers first, that’s when everyone wins.
I’ve built my business single-handedly with my own bruised brain and the tenacity to just keep going, keep learning, keep challenging myself, and continue to strive to better my craft.
Every single time I failed, I continued to learn and grow, and in turn, I took those failures and turned them into lessons. I've shared them with my clients to help them save time and money by avoiding similar mistakes.
As a business owner, one must continue to improve and strive to be better. If one door closes, you say, “Thank you,” and just keep going. If doors keep slamming in your face, just keep saying “Thank you!” One day, the door will stay wide open and there will be an abundance of options and opportunities waiting for you. If I can do this, so can you.
I’m honored that you are taking the time not only to read my book, but to empower yourself with the strategies and tips I’ve spent over a decade cultivating and fostering.
Let’s get started!
Part I
Leading For Success
Chapter 1
Leadership Fundamentals
“A leader is one who knows the way, goes the way, and shows the way.”
— John C. Maxwell
In the winter of 2007, I applied for a waitressing job at a local diner and got it on the spot. My resume was never looked over; the place just needed presentable people who could jump right in, and I apparently fit the bill. It was a new restaurant, but the owners both ran other successful restaurants. They assumed this one would be an instant success.
Right off the bat, I recognized this restaurant was a little confused. They served standard American breakfast fare in the mornings, and then in the evenings, traditional Indian cuisine. The only direction they provided their new staff was to show up on time and smile. There was no proper training. The staff banded together with what little knowledge we each had and went through the paces of learning how everything worked. After two weeks, I found my waitressing rhythm and looked forward to the structure of each shift.
However, the owners were not open to suggestions or opinions from the staff. Even when I so clearly could see holes in how they processed orders and handled inventory and noticed how their “best employees” were stealing food right out from under them, they didn’t want to take the time to correct anything. It was made clear to me that I was an order taker, nothing more. I’d like to take a moment to say anyone who ever eats at a restaurant should be required to work in food service at some point in their lives. It’s hard work. Long hours standing, lots to remember, and you must smile even when you’re not in the best of moods. Quite frankly, and unfortunately, some people are downright rude. Yet, I showed up every day with a smile, a positive attitude, and a willingness to work.
One early morning shift, I walked into the restaurant, headed to the back to put on my apron, and just before I clocked in, the owners asked to speak with me. They sat me down and told me, “You are taking too long with customers, and your co-workers are complaining about how you make more tips than they do. We need you to find employment somewhere else. You’re fired.” I was shocked. Being that it was completely out of left field, my initial reaction was to laugh, followed by, “Are you kidding me?” I was being fired because I did my job, did it well, and cared about the level of service their customers were receiving. While placing my apron on the table, I stood tall and shook their hands with a smile on my face, thanking them for the experience. On my way out, I turned around and said, “Best of luck.” It was in that moment, I made the decision that it would be the last time anyone would ever be my boss or control my financial well-being. Only two months after I was let go, the business went bankrupt and closed its doors.
When I first stepped into my role as CEO of Sweet D Marketing, at just twenty years old, I was determined to be the best leader I could possibly be. I set out to find talented individuals to join my team who were driven to provide exceptional results for my clients. Working with various personalities from all walks of life certainly has its challenges, but I was determined to make it work. It was a rough road in the beginning, especially because I was the youngest member of my team. I was giving instruction and delegating tasks to people three times my age. At times, it became a struggle for some to accept orders from such a young CEO, and they would laugh when I asked them to complete a task. But others saw a bright, young woman who would land big clients, while giving them every opportunity to grow.
Operations and happy clients are important, but I recognized that if the foundation in my leadership approach wasn’t solid and clear to my team, I had some serious work to do. I had to dig deep, look inward, and find my own leadership recipe for success. I would often think about the dysfunctional and mismanaged restaurant I worked for. Every day, I want to inspire, encourage, and empower my team to be the very best in their role within the company. In order to do that, I have to lead by example.
True Leadership
Leadership is not defined by a job title. Being a leader is a quality that many of us came into this world with. Deep down inside, you know that you were born to lead for success. By taking the time to refine and educate yourself on not only how to be a leader, but how to become a great one, you will set yourself apart from the rest.
Betty Bender once said, “When people go to work, they shouldn’t have to leave their hearts at home.” It’s a common misconception that being the “boss” means we have to be strict, or that our subordinates should fear us. In today’s economy, we now understand that being kind and communicative will empower our team to work hard and feel valued.
It’s wonderful to have all the various qualities that make a great leader, like being able to listen, empathize, be honest, and have true integrity. All of those amazing qualities work best if you know how to put them into action.
Whether you’re leading a team of five or five hundred, here is a leadership foundation that will keep you focused on the ultimate goal of your leadership role: empowering others.
Inspire: Keep your team focused on the goal or vision. Focus their energy on what’s to come. Paint a mental picture of what the future with your company is going to look like. By sharing a compelling vision, you will keep your team engaged. Toward the end of his career, Steve Jobs had mastered the art of sharing his vision. Every time he would address his employees about new and innovative products, he made it clear to them they were making history. For you, perhaps it’s a slogan or a symbol representing what your company stands for. You want to inspire your team with an idea they want to get behind, that shares their same values and beliefs.
Communicate: Never assume your team k
nows what you’re saying the first time. Say what you mean, and they say it again in a different way. The ability to have clear and direct communication is a true art. Remember, just because you’re the leader doesn't mean it’s a one-way street. Be sure to not only hear what your team has to say, but truly listen. Communication comes in many forms: verbal, non-verbal, and written. Remember to pay attention to your facial expressions and body language. If your team is reacting to you in a strange or negative way, be sure to look at yourself and your communication style first. Always provide more information than you think is necessary. Everyone hears and processes information differently. For example, if you ask someone to take out the trash, they may or may not do it, but if you tell them to take out the trash right now, it will drive home the point and set the expectation.
Provide: Provide your team with the correct tools to help make their job efficient and fun. When an opportunity allows for additional training, make it happen. You may want to send your team to seminars to help further their education, which in turn helps your business flourish. Be sure to provide clear, easy-to-follow processes. This may include a step-by-step guide or checklist.
Lead by Example: Remember the importance of being their role model. If you expect your team to perform or act in a specific manner, you must act this way yourself. Similar to parenting, when you establish the behavior and quality of work expected, your team will follow your lead.
Encourage: Let your team know you believe in them. Let them know you respect them and where they come from. Ask such questions as, “What are you doing well?” or “What would you like to improve?” When they hear questions like this, and the answers in their own voice, it allows for a sense of accomplishment and personal encouragement. Even if someone has made a mistake, this is still an opportunity to encourage them. By asking a question like: “What did you learn?” They will own their mistake and take responsibility, all while feeling safe and encouraged by you.
It might sound harsh, but it’s important to remember that being a leader is not about being liked; it’s about being respected. Delegate appropriately and insist your employees do the work you are paying them to do. Don’t do it for them. Instead, take the time necessary to empower them with the tools needed to do their job to the best of their ability. By laying this five-step leadership foundation with your team, you will begin to cultivate long lasting business relationships, full of mutual trust and respect.
What Type of Leader Are You?
During my career, I've been fortunate enough to work with leaders from all walks of life. It’s been fascinating to observe their various leadership styles. I find it eye-opening to learn about the different types of leadership qualities we all possess. It can be fun to learn about each other’s styles and recognize how we might want to add to our own.
Brian Tracy’s article “5 Leadership Styles to Inspire Peak Performance” offers some fantastic insight on the five core leadership styles to influence and encourage your team’s best performance:
Leadership Style 1: The Structural Leader
Everyone knows exactly what needs to be done, why it needs to be done, and to what standard. You accept complete responsibility for your staff. You choose them, you assign them, and you manage them with the expectation of excellence.
Leadership Style 2: The Participative Leader
You make your team feel that you really care about them by putting them first. You practice the “Friendship Factor” with them, which is made up of three components: time, care, and respect.
Leadership Style 3: The Servant-Leader
You practice the Golden Rule — you manage other people the way you would like to be managed. You ensure everyone understands their job fully and has all the tools they need. If they don’t, you offer plenty of learning, training, and improvement opportunities.
Leadership Style 4: The Freedom-Thinking Leader
You give your people the freedom to perform. Once you assign a task, you try to stay out of the way. You only comment and help when needed. You take on more of an authoritative role by pointing the team towards a vision or goal. However, similar to the Servant style, you leave the means up to each member.
Leadership Style 5: The Transformational Leader
You transform people by tapping into their hopes, dreams, and ideals. You motivate employees by motivating yourself. You enhance productivity through high transparency and communication.1
We all have the ability to be a great leader and guide our teams to success. Some business owners I’ve worked with started out thinking they weren’t leadership material, but they just hadn’t found the style that worked best for them. When I first came on as a consultant for Robert, I noticed he would often resort to yelling at employees when things weren’t going well. He felt like he wasn’t being respected and was trying to lead with fear. However, his communication style just created more stress and tension for everyone. As his consultant, I helped him identify how he needed to be more of a structural leader and clearly communicate expectations to his employees before there was an issue. This shift in communication made him feel more confident as a leader and created a more positive and productive work environment for everyone.
Leadership Fundamentals
Action Steps
There is not just one effective leadership style, but there are strategies and styles that are more effective than others. Take some time to consider your own leadership style and reflect on how it has served you and your business.
Which leadership style most resonates with you?
Is this style working for you and your business?
Does your leadership style truly empower yourself and others?
Chapter 2
Shining a Light on Your Business
“Awareness must be like the rays of the sun: extending everywhere, illuminating all.”
— B.K. Iyengar
Digging into Your Analytics
In my experience, the most common problem businesses face is a lack of traffic. Either foot traffic or website traffic. Sometimes it can be overwhelming to try and figure out how to generate more revenue in the most time and cost effective way. This is where learning your analytics comes in.
It's important to know how to read your analytics and understand the terminology, so you can effectively communicate with your marketing team. You want to avoid blindly paying for services you think might improve your business. Make educated decisions that will likely end in the result you’re wanting. If you’re paying attention, you can avoid making mistakes and gain a clear understanding of what your target audience is telling you by simply reviewing your monthly Google Analytics report.
By setting your Google Analytics up properly and putting this system in place, you will also be able to identify the clear key performance indicators that will keep you focused on various business objectives, such as the conversion rate, users, sessions, bounce rate, and so much more.
Next, take a look at your social media followers. Check to see if they are legitimate or from a click farm. A click farm can create a false presence and false hope. There are a lot of smarmy marketing individuals out there who are charging an obscene amount of money without being transparent about paying click farms to build up a social media following. Make sure you aren’t using click farms because it’s wasted money and most of these scams get companies in trouble in the long term. If a company is looking for a return on investment, their followers need to be real, engaging, and properly targeted people.
How do you know if your followers are real? First, look and see if they're coming from a certain location.
Here are the three top signs that your followers might be from a click farm:
All of the profile images are similar.
The profiles are mostly from Middle Eastern countries.
You have little to zero interaction from these followers on your posts.
If you believe that one of your social media pages might be compromised in this way, it might be worth s
tarting over with a new business page entirely. If you plan to run ads through the account you have with click farm likes or followers, it can make the targeting not as effective and potentially lose credibility with your legitimate followers.
Geofencing, the big thing right now for brick and mortar companies, is extremely effective. You can see firsthand how the ads are being delivered right on your mobile device. A lot of marketing companies sell Geofencing because people are familiar with this term, but they don't know what it actually does or how to track the analytics. Again, another reason why it’s critical to not just pay for something because you think you should. I can’t stress enough the importance of understanding your analytic reports.
Financial Reports
Once you’ve focused on analytics, you must take the time to understand how to read the three essential business financial reports:
Profit & Loss Statement
Balance Sheet
Cash Flow Statement
Many business owners, especially those in the startup phase, have no idea how to read these reports and trust their bookkeeper that all is well. It’s important to trust your team, yes, but in this case, it’s also wise to understand the financial health of your business so you can continue to spend money responsibly. For a business owner to not take the time to review their monthly financials is a disservice to them, the future of the business, their potential customers, and their employees. A business may seem to be doing great on the outside, but the numbers, if properly kept, will never lie. Turning a blind eye and just assuming everything is working well is not the way to run a business. Pay close attention, because just one misplaced comma can be significantly damaging.
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