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Editor's Note

Stuck in a Rut? Take the Advice of Nike, and ‘Just Do It’

Our editor-in-chief’s favorite strategy to move from knowing to doing is “ready-fire-aim.”

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ARE YOU stuck?

As a writer, I know the feeling. The colloquial term is “writer’s block,” but the truth is that one can’t find the right word, the right metaphor, the right way to begin, or maybe even the right idea.

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For business owners, it can be similar to get “stuck” when you know you need to start a particular initiative, but you don’t know exactly how, so you put it off and go about business as usual. The problem is that your business suffers if the initiative is never initiated.

That’s why we asked our resident research buff, group managing editor Chris Burslem, to put together this issue’s lead story on how to bridge the gap between knowing and doing. Chris is a voracious reader, and he has pulled tips from the latest books on how business owners can best move from theory to execution.

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My favorite is the concept of “ready-fire-aim.” When you’re not sure how to start, it’s best to just start somewhere, with the knowledge that you’ll revise your plan as you go. Digital strategy seems to be the area that is causing the most headaches for jewelry retailers at the moment.

Those who are willing to constantly fine-tune or even make radical changes are the ones who are finding the most success online.

When you know you need to make a change, take the advice of Nike: just do it!

Stuck in a Rut? Take the Advice of Nike, and ‘Just Do It’

Trace Shelton

Editor-in-Chief, INSTORE
[email protected]

Five Smart Tips You’ll Find in This Issue

1. Preplan your front window displays and themed in-store displays for each selling season. (Manager’s To-Do, p. 26)
2. For idea generation, use brainwriting, wherein participants rotate between eight-minute individual writing sessions and three-minute group sessions to read over each other’s ideas. (The Big Story, p. 34)
3. Break your staff into groups and rotate store responsibilities each week. (Ask INSTORE, p. 58)
4. When planning your marketing for the year, come up with promotions to boost sales in slow months. (Andrea Hill, p. 52)
5. Post pics to social media of any pet dogs that visit your store. (Do You or Don’t You, p. 61)

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

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Thinking of Liquidating? Think: Wilkerson

When Peter Reines, owner of Reines Jewelers in Charlottesville, VA, decided it was time to turn over the “reins” of his 45-year-old business to Jessica and Kevin Rogers, he chose Wilkerson to run his liquidation sale. It was, he says, the best way to maximize the return on his decades-long investment in fine jewelry. Now, with new owners at the helm, Reines can relax knowing that the sale was a success, and his new life is financially secure. And he’s glad he partnered with Wilkerson for this once-in-a-lifetime opportunity. “There’s just no way one person or company could run a sale the way we did,” he says.

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