Our goal, through this newsletter, is to help you increase the success of your marketing and promotional efforts. By sharing it with our clients, vendors and friends, it's a way for us to be better known. We hope you find the advice useful. And if you can't wait for your next issue you can order our book, Morsels from THE BETTER MOUSETRAP. It's available from our web site. Just click here to order your copy. Or visit our website at www.cheshiregroup.com. You can learn more about The Cheshire Group and see samples of our work.

GO AHEAD...PLOW A CROOKED FURROW
Get the product out the door

Begin. Start. Pick up the pen. Or put it down. No, don't wait for it to be perfect—whatever "it" is. If you do, you'll wait for doomsday.

"There comes a time when you have to shoot the engineers and get the product out the door." This sentiment—expensively framed—used to hang in the president's office in a hot-shot computer company that specialized in "fast math." The Prez was the only non-technical executive in the place. He'd gotten to the corner office by a sales route, and the only thing he knew about parallel array processor architecture was that his chief competitor didn't have it.

But the sign in his office bore testimony to the president's belief in the theorem that nothing is ever technologically perfect. And he also believed in its corollary—that nothing needs to be.

Get the product out the door, that was the president's motto, and get on with it.

WHAT'S THE WORST THING THAT CAN HAPPEN?
You Fail!

Why do folks have so much trouble getting the product out the door? Well, it can be risky. And most of us fear making a mistake. Plow a crooked furrow and you risk looking foolish.

You also risk criticism. [Listen—can hear your mother's voice here? "Your cousin John's furrows are alwasy straight. Why can't you plow like John?]

If you were taught early that making a mistake was bad—and if you havem't outgrown that childish lesson—now is a good time to put your hand to the plow. What's the worst thing that can happen?

You fail!

YOU CAN'T CROSS A CHASM IN TWO LEAPS.
Just Do It!

Prime Minister Lloyd George would have concurred. He was a risk taker who knew a lot about leaps—and landings, about chasms and unplowed fields. You don't achieve greatness by standing there.

So go out there and plow a crooked furrow. Or put on your Nike sneakers and take that leap across the chasm.

Just do it!

More Search Tricks
How to refine your search for more accurate results

To move the cabin, push button for wishing floor. If the cabin should enter more persons, each one should press a number of wishing floor. Driving is then going alphabetically by national order.