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Lead or follow: a case for creating opportunities

Contributed by: Gail Kirkegaard on 3/3/2008

(new twist in lemonade business)

You can find tons of material about the traits of a leader and how to develop leadership skills. Just google it, or visit the library. Conference opportunities pop up all over, where you'll be encouraged and coached, and even more books and workshops on leadership will be pitched to you before you get out the door.

What about how to follow? Why don't we hear about the unique qualities of being a good follower? Sometimes, following can be a brilliant way to do business.

I have a story to share, about a couple of young entrepreneurial brothers. It happened a long time ago, on the first day of summer.

Tim and Steve were excited about all they would do now that school was out. Ball games. Fishing. Tubing down the canal. Picture shows. Bike riding. A tree fort. They talked about ways to get money for stuff like gloves and bats, nails, bait, bikes, candy and the movies.

For several weeks they mowed lawns and helped their neighbors with other chores. This netted a fairly good handful of cash, but they needed more. They set up a traditional lemonade stand outside their house, but customers were few and far between.

Steve wanted to give up, " We're only selling a cup or two an hour Tim. Look in the box, $1.20. I could make more money collecting cans. It's a waste of time."

It was a few minutes past five. They were starting to gather things up to take inside, when they had an unusual rush of customers. Workers from the construction site a block up the street just got off work, and were walking to the corner store for cigarettes, snacks, and a cool drink. They had to walk past the boys to get there.

The first one stopped at the stand and asked, "How much is your lemonade?"

"A dime." Tim sold him a couple of cups.

Steve glanced over his shoulder at the opportunity quickly approaching. Over a dozen thirsty men were walking up the street straight towards them. He turned to whisper to Tim. When the cotton-mouthed workers reached them, the boys' refreshment cost a quarter. They had to run inside for more ice.

Each man bought at least two cups. The boys made more in ten minutes than they had all day. They whooped with delight and counted $8.50 for their last big haul. The boys learned something they'll never forget. Availability was the key ingredient in their lemonade recipe. Price was not an issue. Being at the right place at the right time was profitable.

They made new plans that night, and got everything together that they would need for a long day's work. An ice chest, a can of powdered lemonade, paper cups, a pitcher and stirring spoon, and their bright red Radio Flyer.

After a stop at the corner store for ice, and extra lemonade and cups, the boys were on their way. It was nearly ten o'clock the next morning when they found a good spot with a clear view of the construction site, or, more importantly, where the men would have a good view of the boys.

Whoo-hoo! They guessed there were at least fifty of them all over the place. They were up on ladders and roofs, driving heavy equipment, raking, shoveling, pushing wheel barrows, unloading materials from trucks onto dollies, discussing blueprints, and pointing and shouting instructions. There must have been even more workers inside the buildings and trailers. Soon enough, they would all realize how thirsty they had become.

A couple men at a time showed up at the boys' little wagon at breaktime, and bought a couple 25 cent lemonades. The boys smiled and called them by name, easy to do, since names were on their shirts. At lunch break, Steve served lemonade alone for a little while as more men came to quench their thirst. Tim returned with more paper cups and a bag of ice from the store, to keep it cool, as promised on their sign.

The boys joked around with the men who returned to buy from them again, and got to know them a little. Word spread as satisfied drinkers told their co-workers where to find friendly service and cool lemonade. Business was certainly brisk that day. They earned more than they spent on the supplies.

It wasn't long before the brothers expanded their business. In the evenings, after the construction workers had gone home, they pulled their wagon around the block to serve lemonade to the crowd at the baseball field. They made more money that summer than they expected.

Tim and Steve learned to follow the customers. They followed the money! Following means providing convenient service for those who pay your bills. You don't have to buy a commercial van and become mobile, just make your service easy to reach. When customers can more handily get what they need, (or think they need) - when they need it, price is only secondary.

In what way, or to whom, is your business CONVENIENT? Tell people about it! May I help you convey your message? I began writing and publishing for nonprofits and small businesses in 1990. I am experienced, and I am dependable. Tell me when you need it, and I'll have it to you on or before deadline.

Please check out my Web site, www.gailkirkegaard.biz

Once you have viewed my resume, portfolio, fees and services, and more, get in touch with me so we can discuss plans for your marketing and communication materials. I look forward to working with you!

Gail Kirkegaard
Business Writing Services
720-201-8743
gail@gailkirkegaard.biz
www.gailkirkegaard.biz


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CONTRIBUTOR INFORMATION

Gail Kirkegaard

Lakewood , CO

Gail Kirkegaard has posted 391 stories and 117 comments since joining on 3/2/2006. Gail Kirkegaard 's average story rating is 4.8.
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