Alpha Dogs: How Your Small Business Can Become a Leader of by Donna Fenn

By Donna Fenn

Outsmart your opponents, jump to the pinnacle of the pack, and turn into an alpha puppy! How does an ordinary corporation distinguish itself on the market, generate better revenues than its rivals, and earn the lasting loyalty of consumers and staff? Alpha canines tells the inspiring tales of savvy marketers who came upon the appropriate formulation and rose to the head. In her own and probing sort, Donna Fenn, a twenty-year veteran of Inc. journal, introduces 8 women and men who percentage their well-deserved insights and sensible tips—from Chris Zane, whose retail motorcycle store has perfected the paintings of purchaser provider, to Deb Weidenhamer, who reworked a sleepy public sale apartment together with her leading edge use of expertise. Alpha canine is a realistic guidebook for each present and aspiring self-starter who desires to stand out and be successful.

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Keep Raising the Bar. Keep a close eye on what your competitors, both large and small, are offering in terms of service, and be willing to ratchet up your own programs. Zane ups the service ante consistently. For example, the full cost of every 12- to 16-inch child’s bicycle is credited toward a new, bigger bicycle a year or two down the road. Zane thinks the program prevents parents from buying bikes at Wal-Mart. Turn Terrorists into Apostles. Like Zane, you’re going to screw things up once in a while.

The store’s bakery experimented with baking its own bread and developed Dorothy Lane’s signature Killer Brownie, now a trademarked product that can be ordered online; Mayne ships them nationwide. By 1990, Mayne was finally ready to open a second store. His revenues had grown to almost $18 million, and he felt that he had his systems down pat. But drastic changes were afoot in the grocery industry. “When Wal-Mart started opening supermarkets everywhere, people in the trade said they were going to put a lot of people out of business,” he says.

And that’s a kudos to having an engaged staff,” he says. ” Continuous Learning “Dad is never content to rest on his laurels,” says Calvin Mayne.

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