An Alternative to the Jewish Way of Doing Business

aaron — Sun, 19 Jul 2009 04:25:13 +0000

If you look around at typical Jewish businesses, you will notice one thing that they have in common. Their success rests squarely on their ability to “hustle”. To get sales, the owner or salesman has to connive, cajole, cold call, convince, and captivate prospects to patronize their business instead of the guy on the next street who’s doing the same thing.

These kinds of businesses are from all different industries: medical supplies, nursing homes, real estate brokerage, real estate management, accounting, law firms, office equipment, catering, home construction, mortgages, and many others.

But there is another way to do business – one that has the potential to drive far greater profits with much less work. Many of America’s largest companies today are examples of this second group. These businesses didn’t grow through hustling. Instead, they developed their customer base by building a desirable brand. Coca Cola did not have to attract customers by calling them or convincing them. Their business was established by creating a soft drink that has not been duplicated. Starbucks, Google, Apple, and Whole Foods Markets are examples of this second group. They started out with an idea for a unique product or service, delivered through with a remarkeable product, and built their brand.

Their customers are either diehard fans of their brand, or they were referred to them by these fans. Since they overdeliver on service to their customers, their customers are super loyal. Microsoft recently spent $80 million on advertising aimed at pinching Google’s mammoth market share of internet search. But the bottom line is, it will be very tough to change most people’s trust in the Google brand. Microsoft looks and smells more like a hustler. Google is the trusted innovator.

What kind of business do you want to have? Microsoft, or Google?

p.s. I don’t have any paid advertising on this site, so it is highly unusual for me to recommend specific companies. However, to properly brand a product or service which your business offers, it must be well planned and executed on, or the outcome may be catastrophic. For this, you need someone who is not only a super innovator, but also a meticulous person who has demonstrated the ability to follow through on every detail. I encourage you to seek out a qualified branding professional to work on the specifics of your business. If done well, it will drive your business to a level that you never thought it could reach.

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Lost in Kollel » hustle

An Alternative to the Jewish Way of Doing Business