You Own Two Companies
About 45 business owners packed the conference room at the Radisson Hotel in Orange County, California. We had come from all over the country to spend a couple of days with marketing guru Adam Urbanski. Adam introduced himself as a poor Polish immigrant who came to the United States and became a millionaire.
Seated at rows of tables, we waited like a nest full of baby birds anticipating a feast of fresh answers to questions business owners have about how to market a business.
Adam walked to the front, paused and looked over the room. Then he asked, “How many of you would say you own a single business?” I looked around. Almost every person in the room raised a hand. Adam smiled and said, “Perfect!”
Then he said, “Ladies and gentlemen, over the course of these days, I hope to convince you that you own two companies, not just one.
Your first business involves the products and services you sell. Your second business markets your first business.
You own TWO businesses!
“I just want to elevate your thinking. You may own a jewelry store. But today, I want you to see yourself also as the CEO of a jewelry marketing company.”
The whole room responded by growing quiet and thoughtful. Our speaker waited for a moment to let this thought sink in. Then he continued. You wouldn’t be here if you weren’t interested in marketing. You already know that you must market your business. I just want to elevate your thinking. You may own a jewelry store. But today, I want you to see yourself also as the CEO of a jewelry marketing company.
My point is, I want you to think of your marketing like a marketing executive. You may think that’s asking a lot, and it is. You may feel you don’t have either the time or the energy for two businesses.
The young mother with her first born can’t imagine having time and energy for a second child. But when her second child wiggles and giggles in its crib, suddenly, she has the capacity to love and care for two.
As a business owner, I know it’s not easy for you to see yourself taking care of a “second company.” But if you fully embrace the thought in the same way a mom embraces the reality of a second child, something will happen. Amazingly, your capacities will expand. Your thinking will leap to a new level. It’s a matter of perspective.
In my experience, watching hundreds of business owners grow their businesses, I have noticed that the ones who develop and execute a clear strategy for their “marketing” as though they were the CEO of a marketing company, see their dreams come true faster.
Embrace the truth. You are the CEO of a fine business. You are also the president of a marketing company. You own TWO companies. Be inspired. Find a way to make your second company successful and your first company will thrive.”
We’d love to have a conversation with you to see if the service J3 provides
fits the company you run.
Many business owners feel marketing wastes money. J3 sells only trackable services … No waste … Measurable ROI instead. Let’s talk about your business. Where you are, where you want to go. How J3 may be able to help.