Years ago, while I was in the university, someone started a frozen foods store where they sold chicken parts, fish and beef at affordable rates. Wow! I was impressed and elated. To me, its owner was a genius. I no longer had to go to the market to be . to cook and the products were sold in such a way that one could buy just enough for a small meal. Add that to the fact that on certain days, they ran special promos to encourage freebies-loving students like me. That business had the potential to grow very big as they had no immediate competitors and of course, the student community was quite large. To my dismay however, they closed shop barely two months later.
In its first year, despite its obvious benefits and advertising, Coca Cola did not make profits. In fact, it ran at a loss by the end of the year and was selling an average of nine glasses daily. 129 years later, it is not only going strong, over 600 million Colas are sold daily in over 170 countries. What do you think the secret was? PERSISTENCE! You see, even though John Pemberton started the production of Coca Cola in order to make money, he did not give up when he did not realize his dream immediately. He kept at it until he started making profit in 1888.
To grow your business to world standard, you need to develop the skill of persistence. I call it a skill not just character. There are days when you will wonder why you even started in the first place. On those days, stick to your business regardless of how you feel. I spent over three hours typing this note and over two hours of that time was spent staring at my computer screen trying to coordinate my thoughts. It occurred to me that I would not be penalized if I do not publish this particular strategy. I was tempted to type and publish another note or give up altogether but I stuck to it. By doing that, I am developing resilience and building my ability to persist.
In order to build persistence, you need to be accountable. Set deadlines and keep people around you who will ensure you keep those deadlines. Your clients are your primary accountability personnel. When you make them promises, it will be easier to follow through because your integrity would be at stake if you failed to deliver. I know a very talented lady who used to bake excellently and produce beverage drinks decades ago. She lacked the ability to stick to her business however, and today, she still lives from hand-to-mouth while her peers have moved on to own catering houses. Focus on your business and keep investing in it even when everything seems to be working against you.
Every good venture will face obstacles but world-class businesses are those that keep growing, expanding and evolving in the face of inflation, dissatisfied clients, confiscated goods, attacks on media and bad publicity. It’s time to rule your world! Be persistent.
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