Why two is the only thing that matters

Why two is the only thing that matters

1.  There seem to be two stereotypes of “entrepreneur” co-existing in the world (yet they are treated as one homogenous group):

a) The “blameless poor me SMEs” — always using the word “they” to describe the reasons for their difficulties. Not that “I” am ever the problem.
b) The innovative and inspiring “can do” entrepreneurs.

2.  There are two sorts of business book readers, seminar attendees and students of business:

a) The junkies, addicted to finding out more (and getting ready to do it next month);

b) The doers – who get on and do it.

3.  There are two sorts of business support out there:

a) The talkers — they talk a good talk and charge by the hour;

b) The results-obsessed — they have an impressive track record and charge by results.

4.  There are two sorts of marketing copy:

a) The endless, effusive, “147-places booked, 11 days to go…” that never leave you alone;

b) The one that knows that empty vessels make most noise and are content to let the right people come to them.

5.  Maybe there are two people in the world:

a) Those that don’t get it

b) Those that do.

Results talk… and bulls**t walks!

Robert Craven is an expert contributor to Marketing Donut. He runs The Directors' Centre and is the author of business best-sellers Kick-Start Your Business and Bright Marketing. 

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