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the count with the rest of the market.
But, in order to outwit your competitors and make a profit in these competitive times, you ll first have to
attain the right mental attitude, and you ll have to put that positive mind-set to work for you.
You can be successful if you want to be. If you think ahead in a clear and positive manner, you ll be able to
foresee movements in the market before they happen. And even if unforeseen events do take place, you ll have
thought about all the possibilities and you ll be able to adapt your business to take events in stride. You won t be
standing around complaining about the shift in affairs like your competitors may be.
You have to take action to protect your business and ensure its growth  now.
Without the proper stealth marketing attitude, your attempts will not be on the right track, and you ll expend a
lot of energy and money for naught. Your frame of mind must be positive and clear. Don t let yourself get
bogged down by worrying about what might happen, or how to prevent what might happen, to your business.
Instead, concentrate on succeeding and working your way to success.
Remember, the game of business is a never-ending cycle of ups and downs. No business is up forever and no
business is down forever. The changes inherent in our capitalistic society will always provide new opportunities
for you, if you re determined to succeed.
Survival of the fittest applies not only to nature but also to business. Being able to adapt is the key to
survival. To be successful, though, you must be sensitive to the ever-changing needs of the public. In your
business, you must take risks, innovate, sell, provide outstanding customer service, manage your employees better
and show your customers that you deliver a better product or service than your competitors do.
Now s the time to carefully look at your business and figure out how to fine-tune your operation.
To be successful you must be observant. See what the market is demanding and make your business meet
those demands.
Be observant and engage in problem-solving. Don t complain and become stymied. Look at a problem from
all angles and you ll almost always reveal a solution.
Tom Bata, a famous shoemaker and owner of Bata Shoes, sells about 250 million pairs of shoes a year. He
has a philosophy about how to look at a bad situation. He tells a story which illustrates how two people can look
at the same situation and see different things: Either opportunity or certain failure. Here's his story:
Tom Bata sent two shoe salesmen to a poverty-stricken Third World country. One of the salesmen wired back
to Tom,  Returning home immediately. No one wears shoes here. The other salesman looked at the same
conditions and joyously communicated to Tom,  Unlimited possibilities. Millions still without shoes.
There are opportunities out there. You must learn to recognize them and take those opportunities when they
do arise, before someone else does. Acting on these opportunities is the hardest thing you will have to overcome.
You have to make a living. And you don t want to just make a living, you want to make a good living, don t
you? You can make a good living as long as you remember that there are certain factors that must be present in
your plan. Here's what you must do:
Be Determined to Succeed
First, you have to be determined to succeed. If you re a wishy-washy wanna-be, you ll be swept aside. But,
if you re confident that, no matter what gets in your way, you re going to face challenges and strive on upward,
then you ll have an edge no money can buy. It will show in your business, it will rub off on your employees, and
it ll give your customers confidence in you.
Set Goals
Second, you have to set goals for yourself. Not some vague,  I-want-to-succeed-at-everything-I-do goal, but
a specific, time-limited goal. Make a game plan and get yourself organized. More time is wasted by
disorganization.
Trim down your operation to a lean, mean, money-making machine, and you ll be more effective than you
would be if you weren t sure what you were doing in your business.
Keep your goals simple and under control. You ll be able to maneuver more effectively from here and save
yourself a lot of worry.
Once you ve set goals, give yourself a time span in which to reach your goals. This will help keep your goals
fresh and not cause you to lose impetus. By setting deadlines, you ll make your goals more attainable than if they
just seemed like some distant, impossible dreams.
Your goals must seem possible in order for you to maintain a positive mental attitude. Many small goals, that
add up, may be more suitable in some situations. Achieving a little bit at a time, can add up to a lot. And it may
be a better way of goal setting if one big goal is too intimidating.
Plan a Strategy
If you have the goals you want to achieve established clearly in your mind, the next move is to form a strategy
to successfully reach those goals.
Plan a step-by-step strategy. This will help you see all aspects of attaining your goals. If you don t look far
enough ahead in planning how to reach your goals, you may run into unforeseen problems.
Anticipate and plan for possible problems. This will help you reach your goals with less anguish. Shooting
from the hip may be fine for some, but nothing compares to a clear, concise plan of attack. Look at the
competition and the fluctuating market in order to develop options. This will give you a much better idea of what
you should do next.
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