On Tuesday, I talked about a not so favorable topic “….a war of choice or a war of necessity?” Now, I’m going to talk about another topic that needs addressed.

Solving The Wrong Problem
Solving The Right Problem With The Wrong Solution
Neglecting The Best Opportunity

A while back, I hosted an impromptu one day seminar in Cleveland*, attended by about 30 Inner Circle Members from six states and Canada. Mostly ‘hot seats’, Q/A and discussions of several topics. One subject was ‘business re-invention.’ I did two hot seats, with two different women, in different businesses but with common problems; in both cases, it was very clear to me, and quickly became clear to the others in the room, that both had severe core business and economics problems that cannot be solved with a better ad or marketing advice.

On the spot, I reinvented both business for their owners, if I say so myself, brilliantly; in both cases, based on real experience with real clients, and in both cases, I supported my suggestions with examples. One of these business owners carefully considered what was being said, asked thoughtful questions and then embraced the opportunity unearthed. The other was painfully resistant – visible in body language, audible in questions, demonstrable in the “can’t do that” responses every step of the way.

No one likes admitting they have invested time, energy, money going quite a way down a path that leads off a cliff. No one likes turning around. Too many are so emotionally invested, they can’t face reality and act accordingly. As a result they proceed doing one of, two of or three of the things in the headline above, all horribly unproductive. Lots of very successful businesses led by very successful people make major mistakes.

FedEx launched ZapMail right before the FAX machine wound up on every desk. Fortunately for FedEx stockholders, Fred Smith was not emotionally committed to that business idea.

Specific to my work, I often deal with clients trying to solve non-advertising problems with better advertising, non-marketing problems with better marketing, and then preferring shooting the messenger to any other solutions.

In both cases at the seminar, I unearthed opportunities and laid out business plans that could make these two entrepreneurs millions of dollars. I predict one will collect, one will not.

Author Info:  Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice.