Success is Contagious!

‘Striving for success- benchmarks of achievement’

Roosevelt so famously remarked ‘the only thing we have to fear is fear itself’. I sometimes feel that business sometimes falls into the very same mindset- in other words the scope for success and achievement is considerably limited and constrained by lack of drive, ambition or goal setting. Business and marketers in particular need to be able to progress initiatives and drive forward their business by clearly ‘going the extra mile’ as well as realistically appraising competitive distinctiveness and opportunities for growth and development.

As a new cohort of graduates enter my 'sphere of influence' and aspirations for many of my students are highlighted at  this time, I am clearly reminded how uplifting success is and how benchmarks and ambition are reflected and mirrored in student successes. I think business could draw many parallels from this scenario. The need to be disciplined and focused must be met. The essence of research and planning to achieve objectives is paramount. The resultant ‘feel- good factors of reaching targets and being rewarded impacts on how well we are all measured. The use of ‘best practice’ and commendations from others about a job well done enables people and business to have differential advantage and competitiveness.. Finally the accolade and confirmation that you have achieved excellence is the clearest benchmark of achievement. Tom Peters was clearly right in his seminal text ‘the pursuit of excellence’ when he remarked that what distinguished all good companies (as with successful students) was the consistency and dedication to the pursuit and aspiration to be the best.

I suggest, as I am reminded and exhilarated by previous student successes at this time, a simple 6 step portfolio and benchmarks for marketing success:

 • Invest in the overwhelming power of marketing- be the best


• Accentuate a ‘positivist’ approach and eradicate the ‘loser’ mentality


• Appreciate achievement and success- wallow in it , publicize it expand from it


• Ensure you develop a winning mentality and thank the contributors to this success


• Never stop- be ahead of the competition and strive for greater gain


• To be the best you need to position yourself as an expert and leader in your field



A final recommendation and directive should always be try and focus on what is best for you! This might sound too simplistic but most businesses fail or don’t achieve the success they either strive for or merit because they are too busy imitating what works best for others or their competitors!


Your business should always therefore start and finish with the client or customer by targeting and goal setting against their needs, value and niche value. You will then be able to develop from a position of strength and success and lead to more meaningful and successful relationships which in turn will lead to growth of vital networks and exemplars for future successes.


The adage success breeds success is the biggest truism in marketing!




Alan J Seymour


October 2009