How Do You Spell Success?

By Allan Starr

Everyone spells this familiar word the same way. However there is one notable difference.

Being involved in strategic marketing for three decades-plus, we’ve noticed that some people – albeit a distinct and distinctive minority, at that – spell it with a capital ‘S,’ while most people, if they even are fortunate enough to achieve it to any degree, seem content to spell it with a small ‘s.’

By that, I mean most people we’ve noticed from our viewpoint within Phoenix advertising circles seem satisfied with a moderate level of success, even though a greater success potential is within their reach, often urging them, as it were, to ascend that next step on the ladder.

Among Arizona public relations leaders, there seems to be general agreement that the greatest blockage to the achievement of significant success is an imitation of success. In other words, contentment with a little bit of success is the surest way to avoid a truly meaningful, fulfilling portion of its magic. Indeed, excellence is a hard-to-come-by status.

Going from a ‘7’ to a ‘9’

Because metaphors do such a good job of illuminating certain points – this subject being one such – here is one more. In the course of a month, here at MP, we see a lot of companies that are functioning as classic ‘7s,’ respectable, upstanding corporate citizens who pay their bills, create good will and loyal customers along the way, but have a strong desire to reach the next level (call it the nine level – there are no 10s). when marketing plans are under consideration, 10, nonetheless, should always be the goal.

They have determined that the missing ingredient in their recipe for remarkable success, a success that for all intents and purposes is deserved by them, is quite often, in a word, marketing. After all, marketing means, not only having the right product and services mix, but being able to, in a cost-effective way, tell ‘their world’ about it persuasively and memorably.

On the other hand, there are all too many companies that, upon running through to the end of a normal entrepreneurial life cycle are neither candidates for acquisition nor accolades on any noteworthy scale. AS a consequence, like the ‘Old Soldiers’ of General Douglas Mac Arthur fame they don’t die, they just’ fade away.’

Oh, the drama

In our view as marketing consultants, there is nothing quite as regrettable – at least in a business sense –as the drama of wasted opportunity. It’s akin to the golfer who hits a long approach shot to within three feet of the pin, and then two-putts. Working hard to create and maintain a successful business (note the small ‘s’) is no less perplexing and, even, sad .. . for the owners, the employees, the owners’ legacy and, even, their heirs.

The late Peter Drucker, arguably the 20th Century’s foremost management brain, said:

‘Business has two basic functions: Innovation and Marketing. These produce results. All the rest are costs.’

The point I would dare to add to the erudite Mr. Drucker’s words is this: Innovation may get you there, but only marketing can keep you there.

The answer is to become, if you are not already, a student and vigorous practitioner of good marketing practices. It is a skill not easily achieved and a practice not easily maintained, but one that is well worth the effort.

About the Author: Allan Starr founded Marketing Partners in 1976. The firm provides local, regional, national and international strategic marketing, advertising, public relations and sales promotion services for a diverse client list. He also has been a nationally known photographer, award winning copywriter and editor/publisher of national trade magazines.

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