Diamond Minds
Shortening The Gap By Barry Farber
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hat’s the best path to shorten that gap between the inception of an idea to its execution and results? Here are several ways to do just that: Preparation - Sometimes you wonder if you’re taking too long to launch an idea or release a new product, but many times that preparation pays off in the quality of the end result. Word of mouth is a very powerful sales and marketing technique in any endeavor. And if your idea has been thought out and planned well it will benefit from the people spreading the word. It will also fuel your action because the belief and enthusiasm for the value you’ve worked hard to build drives you forward. So never underestimate the power and knowledge you gain from deep preparation followed by meaningful action. Environment - The people you surround yourself with are so critical when it comes to the execution. I look for many elements when forming relationships with partners, clients and vendors. But this one is at the top of the list. Trust. Sure, contracts help with the direction and roles each of
you plays in the process. But at the end of the day there is no price you can put on the value of a trusted relationship. Each of you going beyond each other’s expectations. It’s what helps you sleep at night. I remember one of the biggest agents in Hollywood being interviewed and asked why he has no contracts with his clients. His answer was simple. If they want to leave and they don’t see the value I provide, then they’re welcome to do that. It’s probably the sole reason why he has a premier clientele and why so many of them seek him out. Value - Every idea, invention, and new business concept needs to have powerful benefits for the audience it serves. This was drilled into my belief system many years ago after asking this simple question to publishers, QVC buyers and my retained clients: “What are the three most important criteria you look for when you make a decision on a new author, or a new product to air on QVC, or to hire a consultant to help you gain access to national accounts?” Each of their answers were different but what wasn’t different is the tremendous value that was put into
the development and design of the idea. Barry Farber Their answers helped sell millions of books, millions of patented writing instruments, and a large number of corporate clients over the years. Without true value there would be no foundation to stand on when times get tough or rejection and obstacles got in the way. I always like to work on projects that are unconventional in action but highly functional with results. They also have no resemblance to current market strategies. There’s an excitement built around a new concept and idea. It’s what really ends up as a breakthrough. It’s not the easiest road to take, although it is the most rewarding. People will always shoot your idea down when it doesn’t follow the normal way of operating in an industry. You have to be relentless in your pursuit and have a thick skin and know that you did your diligence when going through the points above. Especially the value you build around your idea.
Barry Farber is a best-selling author, an award winning radio and television host as well as an agent and marketing consultant for corporations, professional athletes, and entertainers. He’s also the creator and marketer of the FoldzFlat® Pens. His latest release is an inspirational children’s book “In search of the magic tree” available at www.barryfarber.com
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