Rules of the Road for Business Success

Putting together your 1999 business plan? Try using a few basic lessons that I learned a couple of summers ago when I was trying to master motorcycle riding. It struck me, at the time, how similar maneuvering a motorcycle for a safe and successful journey is to managing a business.

Lesson Number 1 -- Always be Aware of Your Surroundings.

The cyclist must always be aware of what is going on around her and be ready to adjust riding techniques quickly and correctly. Failure to comply with this very basic tenet is risky, and potentialy fatal.

How does this lesson apply to your business?
A successful business knows what's happening in the markets it serves. It's ready to quickly and skillfully adjust its course when necessary. Does your company have a handle on its market and the needs of its end-users?

Lesson Number 2 -- You Can't Be Respected If You're Not Seen!

Since a motorcycle is much smaller than a car or truck, accidents frequently occur when fellow motorists don't see the cyclist on the road. Therefore, bikers learn early on to use proactive equipment and clothing strategies to enchance visibility and to increase their chances for a successful ride.

How does this lesson apply to your business?
A successful business proactively builds awareness for the value its products or services bring to new and existing customers and channel partners. How is your company building awareness in 1999?

Lesson Number 3 -- Look To Where You're Going, Not Where You Are.

In biker talk, it's called "looking through the turn." By keeping her eyes focused on the final destination, the cyclist improves her chances of reaching it by allowing her body, mind, and bike to work to accomplish the turn. Concentrating too hard on her present position results in tipping and stalling.

How does this lesson apply to your business?
Successful companies know where they want to go and communicate that vision to their employees. What is your company's vision? Do your employees understand that vision?

Lesson Number 4 -- Don't Run Over The Instructor!

This is a critical lesson for a lot of obvious reasons, not the least of which is that the cyclist will never improve without guidance and knowledge. Sometimes it is the simplest bit of learning that ensures a safe trip on the road.

How does this lesson apply to your business?
Successful companies listen and learn. Does your company listen to customers, channel partners and employees?

-- by Rosemary Walter

Is E-Commerce Right For You?

Is your company investigating an e-commerce (selling products over the Internet) initiative in 1999? If it is, and the main reason is one of the four listed below, you may want to think again.

Peter Hlavach, VP of Internet Development at The Pepper Group, suggests, "Before a company decides to upgrade its Web site to include e-commerce they should ask their customers if they would utilize this function. If not, it's a lot of