Awards & Engraving

June '18

Issue link: https://nbm.uberflip.com/i/977700

Contents of this Issue

Navigation

Page 27 of 84

A&E JUNE 2018 • a-e-mag.com 25 When we set out with our dream of having a small business, it seems romantic to have a quaint little business that is suc- cessfully selling what we started with when we began. However, things change, and there might be a time when some stores with the original thought of selling one product might change a little or a lot. WHAT IS A SIGNATURE PRODUCT? The story of how the Hershey Candy Company started is rather interesting and fits the point I am making. The Hershey people had another business, and in an effort to get people into their store, started giving the customers chocolate made from the family recipe. We all know the rest of this story: the Hershey Candy Company was born and became a great success. The Hersheys didn't have any children, so they established an orphanage, which produced at least three Chairmen of the Board of the company over the years. This story tells us that as small busi- ness owners, we have four walls and it's up to us as the leaders to have within these walls that which our clients desire in order to serve their needs. We might start off with a hardware store or a trophy shop, but because of what our clients want, we might need to change our iden- tity (branding) a little in order to survive and serve our public. This is why I believe it is essential to the health and wellbeing of our small businesses to adapt to what our clients want and need. Each of us should create a signature product that is the anchor of When we set out with our dream of having a small business, it seems romantic to have a quaint little business that is suc- cessfully selling what we started with when we began. However, things change, and there might be a time when some stores with the original thought of selling one product might change a little or a lot. WHAT IS A SIGNATURE PRODUCT? The story of how the Hershey Candy Company started is rather interesting and fits the point I am making. The Hershey people had another business, and in an effort to get people into their store, started giving the customers chocolate made from the family recipe. We all know the rest of this story: the Hershey Candy Company was born and became a great success. The Hersheys didn't have any children, so they established an orphanage, which produced at least three Chairmen of the Board of the company over the years. This story tells us that as small busi- ness owners, we have four walls and it's up to us as the leaders to have within these walls that which our clients desire in order to serve their needs. We might start off with a hardware store or a trophy shop, but because of what our clients want, we might need to change our iden- tity (branding) a little in order to survive and serve our public. This is why I believe it is essential to the health and wellbeing of our small businesses to adapt to what our clients want and need. Each of us should create a signature product that is the anchor of Sales & Marketing

Articles in this issue

Links on this page

view archives of Awards & Engraving - June '18