Sunday, September 10, 2006

Button Jar

In the Friday morning Certified Networker class, we addressed the topic of target market in order to help the students realize the benefit of clearly stating what type of business they are looking for. In doing so they help others to give them the referrals that each student really wants.

Cheryl Nicolaidis, a representative for the women's clothing line Ectetera, had one of those lightbulb moments about halfway through class. She said, "I get it! It is just like me having a giant jar of buttons, and telling everyone I need a button. Then I get frustrated because I didn't want just any button, but I actually wanted a blue button. And then when I get all kinds of blue buttons, I can't figure it out, because really I just want blue buttons with only two holes."

In the four years we have been teaching this course in NW Ohio, that is the best explanation of target market that we've heard yet. I plan to use a jar of buttons from this point forward, when we are delivering that lesson. It is a visual that certainly paints the picture. Thank you, Cheryl. That's why I tell everyone, that even though I have been through this course over 40 times, each time I learn something new or understand a nuance that I didn't before.

What story can you tell to describe an abstract concept?

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