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Editor's Note

Don’t Swim Up for Air

Sometimes, the counterintuitive approach may be the best one for your business.

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DID YOU EVER receive a piece of advice that didn’t make sense on its face, but once you’d put it into action, you realized just how true it was?

When I was a kid and we vacationed at the beach, I remember my parents telling me not to fight against the undertow in the surf. Even so, the first time those waves hurled me down into the hard sand and began to suck me out to sea, panic rose up in me and I tried in vain to swim toward shore before I remembered my parents’ words. Only when I let go and allowed the undertow to cycle me out and up was I able to get above the waves and breathe air again.

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Sometimes, following conventional wisdom in retail can be the same as fighting against the undertow, especially when the sea that you occupy is changing rapidly. In this issue, we share a number of business rules (19, in fact) that provide alternative routes to success that just may be more appropriate for the times in which we live.

Ignore terrific opportunities? Yes, if they’re taking time and attention away from even better prospects. Don’t try to fix your weaknesses? Not when it may be more efficient to delegate to others. Don’t promise excellent customer service? Not if it’s going to set you up for failure.

You get the picture. It’s a new year, so it’s a good time to try some new ideas and see if they can catapult your business into greener pastures.

Trace Shelton

Editor-in-Chief, INSTORE
[email protected]

Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at [email protected].

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