What Kind Of Artist Do You Want To Be?

Your mats and photography may have 4 corners but business only has 3!

Somewhere, either in college or in business later, I was taught that business was a 3 corner game. This lesson has been a rule that has guided my decision making for almost my entire life. It is a simple method to focus your thoughts. It is a simple method to evaluate your plans.

The \"rule\" is that doing business involves 3 simple cornerstones:

Price

Service

Quality

You can only accomplish 2 of the 3. You cannot be all three to your customers. You have to pick the cornerstones you want and base all your decisions on them.

I always like examining extremes to analyze a proposition. It gets too murky in the middle.

Tiffany\\\'s Jewelers in New York City. They have a reputation for Quality jewelry. They have diamonds that cost more than the average life time income of the average person. They will cover their wealthy clients with all the Service they can produce. However, they cannot provide Quality and Service and low Prices. And, they do not. They protect their reputation for Quality and Service.

Walmart is the king of retail. They have stores almost everywhere with thousands of diverse products. They advertise they have the lowest prices. However, although they provide Service by having all those items in stock - you only have to walk in and grab what you want - and, they provide the lowest Prices; they cannot provide Quality. Now this is obviously a generalization. Even Walmart has a few quality items. However, you cannot beat down the price of your vendors or exchange huge potential volume if they can meet a price and expect them to make the best Quality on the planet. No one got rich selling the highest Quality at the lowest Price unless they can figure out how to give their customers terrible Service and keep them..

It is important that you analyze your business, your sales and your ability to provide the cornerstones. But, once you decide, gauge every decision you make on the two cornerstones you have chosen.

Many firms get mixed up about \"who they are\". Then their decisions get mixed up when they try to be everything to everybody. Then their advertising and products get mixed up. And then the most horrible thing occurs. Your customers and your prospects get mixed up about what you offer. You attract and spend money attracting prospects that want Quality and Price when you provide Price and Service.

So, when you have an incredible idea for a product, evaluate that product based upon the three cornerstones. Are they the same cornerstones your company has adopted?

When a salesman has a great advertising vehicle for you, analyze it by the three cornerstones. Does it reach an audience that is looking for the cornerstones you have adopted?

When selecting a supplier, ask yourself if they provide the right proportions of Price, Service and Quality you are looking for.

What kind of artist will you be:

Quality and Service. The most profound art delivered immediately but at quite a high price that only a few can afford..

Quality and Price. The most profound art at the lowest price. However, it will have to be on napkins, on plates and on t shirts as well as photographs and prints because you have to make up the low profit with volume. And, you will not be able to afford much help for all those orders because your margin is very low. You may have to borrow money so you can invest in automation! The other problem is that customers who buy at the lowest price may not appreciate your profound art!

Price and Service. You offer the lowest price and fast service--sounds like Walmart is in your future!

What kind of artist will you be?

Bing Johnson