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31 JULY 2007
Welcome Back


Our goal, through this newsletter, is to help you increase theOrder The Better Mousetrap 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 shootPlow a Crooked Furrow 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 Riskcrooked furrow and you risk looking foolish.

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

If you were taught early that making a mistake was bad—and if you haven'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!

Failing to try is worse than actual failure. If you take a risk and fail—let's call it making a mistake—you'd be in pretty good company.

Babe Ruth set a record for hitting home runs. He also broke the Major Leagure record for strikeouts. Madame Currie was terribly disappointed in the results of her experiment—an element that came to be called radium. And Thomas Edison, who created prototypes of many of the advanced products we use today was very acquainted with failure. Edison once responded to a critic who questioned the results of his latest work thus: "Results! Why man, I have gotten a lot of results. I know a million things that won't work!"

They say that Bill Gates likes to hire people who have made mistakes. "It shows that they take risks," he says, "The way people deal with things that go wrong is an indicator of how they deal with change."


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 greatnessCross That Chasm 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 Google search for more accurate results


Google SearchThere are several ways to limit your search to specific places such as URLs of web pages, web page titles, and specific documents such as MS Word, MS Excel, Adobe Acrobat files and other formats.

INTITLE: To limit your search to just words found in Web page titles place the following phrase in the search box: intitle:military.

INURL: To limit your Google search to only Web page URLs: inurl:military

FILETYPE: Here's a great way to limit your search for files by document type: filetype: pdf cartoons. This search brings only documents created in Adobe Acrobat PDF. Here are other file types that will work with filetype:

    • Microsoft Word (doc)
    • Microsoft Excel (xls)
    • Microsoft PowerPoint (ppt)
    • Adobe Flash (swf)
    • Text (rtf, txt, etc)

Plow a Crooked Furrow

What's the Worst Thing That Can Happen?
You Can't Cross a Chasm in Two Leaps
More Internet Search Tricks
I'D RATHER SEE A CROOKED FURROW THAN AN UNPLOWED FIELD
DO IT NOW!
TALK ABOUT IT LATER
JUST DO IT!

 

 

"Build a better mousetrap and the world will beat a path to your door."

Ralph Waldo Emerson

You can build it but they don't have to come. Let your market know the product is there.

Advertise!
Promote!
Communicate!

THE BETTER MOUSETRAP helps you do it. To do it even better call The Cheshire Group at 978 664-3040 or visit us at:
www.cheshiregroup.com

 

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Your comments and questions are welcome.