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When it is dark enough, you can see the stars. ~Ralph Waldo Emerson
There comes a point in your company's life cycle when times are tough. It could be the economy. It could be problems in your company's industry. It could be tough times in your company itself: the death of the founder, a fire in the factory, or an accountant who cooks the books.
The book "Business Success in Tough Times" examines business leaders and entrepreneurs who have shown the courage, will, and brainpower to succeed when other companies fail. Their stories illustrate nine characteristics of business success.
- Adaptability: Jay Parkinson, a physician who is reinventing the way doctors deliver health care.
- Collaboration: Joe Thompson, who spent 12 years building a coalition of hundreds of local people in support for a museum that the governor could no longer ignore.
- Customer Service: Don Gallegos, who as president of King Soopers Supermarket helped his company survive a competitive onslaught by making outstanding customer service the central focus of the company.
- Diversity: Bernier Mayo and Jack Cummings, two educators who went global to save a school on the brink of failure.
- Growth: Umang Gupta, who decided the best way to save his technology company when the dot-com bubble burst was to get larger, not smaller.
- Loyalty: Adam Burke, whose loyalty program has helped Hilton Hotels build its customer base during the recession.
- Niche Marketing: Steve Swasey, who helped Netflix overcome its much larger competitors to change the way people rent movies and become the premier DVD rental operation in the U.S.
- Perseverance: Paula Crowley and Lou Sachs, who drew no salary for two years while they developed a way to merge health care and real estate development.
- Planning: Jim Weddle, whose investment firm Edward Jones thrives while other financial firms disappear.
In "Business Success in Tough Times," you'll read about these businesspeople and many more who have faced tough times and come out on top. Each chapter ends with five strategies you can employ in your business to help you overcome your business problems.
Tough times will come to your business at some point. You may be experiencing tough times right now. By applying the success strategies that others have used, you will do more than find a solution for your current problems.
You will become a star.
Neil Raphel is one of the founders of Raphel Marketing. He has a 25-year background in direct marketing. Neil has co-authored several books, including, "The Complete Idiot's Guide to Winning Customer Loyalty," "Up the Loyalty Ladder," "Tough Selling for Tough Times," and "The Loyalty Marketing Resource Book." Neil was president of a commodities trading firm in New York City. He is a graduate of Swarthmore College and the University of Texas Law School.
Janis Raye is a partner in Raphel Marketing. She is co-author of "The Complete Idiot's Guide to Winning Customer Loyalty" and "The Loyalty Marketing Resource Book." Janis has an MBA from Columbia University and is an alumna of Wellesley College.
Adrienne Raphel is a junior at Princeton University, majoring in English Literature with concentrations in Creative Writing and Linguistics.
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