THIS BOOK DIDNT HAPPEN without the help of many.
First, I need to thank my co-author and wife, Kerri. Although this book is a joint effort, Kerri is as busy as one person can be. As the V.P. of Income Store, as well as running our Forbes and Inc. recommended Digital Footprint conferences, shes also an elected official, fitness expert, author, and mother of four.
Kerri has encouraged and assisted me through my start and stop, write in bursts multi-year journey of writing the material on the following pages.
Kerri once allowed me to sit in the same leather chair, six days in a row, writing the middle four chapters. Its worth mentioning that leather chair is at the same bar that Hemingway wrote many of his great works in Paris. Thinking I might find inspiration while on a seven-day vacation, for six days, I wrote, Kerri shopped. Two victories. Kerri, you are amazing.
To our management staff at Income Store. This team has strategized, acquired, built, managed, and monetized hundreds of revenue-generating businesses that provide many of the case studies throughout the book. Sincere thanks for putting up with my hot to-do lists and many long absences.
To all, Im eternally grateful.
INTRODUCTION
THIS BOOK WILL SHOW you dozens of tips, techniques, and strategies that can be implemented to grow your business. The motto of our 25-year-old consulting company is:
We can grow ANY business, in ANY industry,
at ANY time.
At times, you will note this book is written in the singular, usually in dialogue, for the ease of reading and writing. However, the opinions and advice shared in this book are the voice of both co-authors and their companies. Theres no theory in the following pages. All chapters are based on case study evidentiary information. We describe only methodologies and modalities that we are currently using to grow our hundreds of businesses.
The growth nuggets described are simple. They are based on evergreen principles that worked 30 years ago and will work in the years to come. We have applied these principles to the businesses of many of our nearly 4,000 clients and partners. Closer to home, we have injected Rallys principles into our own business.
We will never forget the first letter received from Eric Schurenberg, Editor in Chief of Inc. Magazine, congratulating Todays Growth Consultant, the parent company of Income Store, on being one of the 5,000 fastest growing U.S. companies. He shared that we had joined the ranks of Zappos, Intuit, Microsoft, and Pandora.
I remember running upstairs and sharing the letter with my wife, Kerri. She looked up from her computer and said, What does that mean? I said, Inc. Magazine looks at growth over a four-year period. We are apparently growing faster than eighteen million other U.S. companies. In typical Kerri fashion, she responded, Oh thats cool makes sense, we are growth consultants, and went right back to her computer. Kerri has very high standards and expectations. As an ex-cheerleader for the Chicago Bulls, I definitely out-kicked my coverage.
That was five years ago. As this is typed, to our right are four large-framed displays showing Inc. Magazine honoring us in 2013, 2015, 2016, and 2017. 2014 was actually our greatest year-over-year growth; however, due to procrastination, we missed Inc.s submission deadline that year.
Most interesting, is that at the time of publishing this book, we are currently offering and selling different products than a few years ago; yet, we again have a four-year growth of over 400 percent. Odds are strong we may have our first shot at being published as one of the 500 fastest growing U.S. companies for 2018s publication. All that said, we have vast experience growing revenues in hundreds of industries.
In business, if you are not growing, you are dying.
The Law of Entropy states:
Everything man-made or God-made goes from order to disorder. Everything is perpetually breaking down.
It is our job as parents, entrepreneurs, managers, and business owners to seek out the growth techniques that work today. Our job is to create and implement a growth engine that counteracts Entropy for current and sustained growth.
If you follow through with the techniques we describe in this book, you will certainly see a financial rally in your future. For a deeper dive into many of the following growth strategies, be sure to visit our iTunes podcast: Todays Growth: Growing Business Today.
SOMEONE FAMOUS ONCE SAID:
Nothing happens until something is sold!!
Can you relate? Do you have a great product or service that simply needs more eyeballs?
This book sets out to answer the following questions:
What marketing techniques are evergreen;
working yesterday, today, and tomorrow?
What growth methods work best
in todays digital world?
What are 19 growth techniques
youve probably never heard of?
Entrepreneurs and business owners have spent an eternity advertising and marketing around the fundamental concept:
If we tell more, surely, we will sell more.
This principle has led many a business owner to do anything and everything to make sure everyone within reach knew their product and their company existed.
A case could be made that prior to the Internet:
Telling more almost always equaled selling more.
With the above as one of the core principles of marketing, the concept of maximizing brand exposure has been taught by marketing professors for years.
During our 25 years of growth consulting, weve encountered both winners and losers in the pursuit of reaching the masses. To those who successfully reach the masses, its euphoric. To those who run out of budget before running into the herd, its heart wrenching. This book will show that reaching the masses can still be a worthwhile pursuit, but so can reaching a specific few.
In 1955, the first Fortune 500 list was published. Of the original 500 companies that made the list, 439 no longer exist. That may not seem odd since almost 70 years have gone by; however, the products and the industries of the 439 companies that failed still exist.