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Digg it UP - Richard Parkes Cordock Interview
There are broadly two kinds of businesses. B2C, businesses that sell to individual customers, and B2B, businesses that sell to other businesses. B2C and B2B are two very different kinds of businesses. They look different, talk different and walk different. So they have always promoted their products and services differently. B2C businesses have mostly a PUSH and PULL culture. B2B businesses typically have just a Selling culture, a PUSH culture.B2C businessses have been branding their products and services for over a century. The have an established Branding culture. But until recently, most B2B businesses have thought of themselves very differently. B2B businesses have typically avoided the entire branding/marketing ethos in favor of selling. Most B2B businesses are still stuck in the outmoded selling culture. So they have been missing the critical PULL dynamic in their business building efforts.The two biggest single differences between B2C businesses and B2B businesses are that the latter typically address a much smaller group of prospects and customers, and that their products or services are typically
To answer your question though - I did think at the time that ‘creating the course’ was the biggest challenge. But now I am in the sales and marketing stage - I realise that this is the biggest challenge.
Th
Ask iRobot Corp. CEO Colin Angle how his 16-year-old consumer and military robotics business competes with other tech firms to recruit new employees and you’d hear a short, exuberant answer: “We build robots!” To-the-point statements like this back the Massachusetts-based organization’s commitment to engaging employees and customers alike along every step of the development process, from concept to finished product. Eschewing long-winded mission statements, the company builds robots with five simple goals in mind: build cool stuff, deliver great product, make money, have fun, and change the world.Creating an environment that allows employees to reach these goals has helped grow iRobot’s revenue by 58 percent over the last year. (During the same period, the number of employees increased 87 percent.) This astounding performance from a company that, Angle says, failed 18 times before finding success resulted in him being named a FORTUNE Small Business/Winning Workplaces Best Boss in 2005.In less than three years the 300-person firm went from having no HR staff in place to scouring colleges and universities seeking top e
In his own personal quest to develop his entrepreneurial abilities he interviewed 25 ultra successful millionaire entrepreneurs on everything from the developing the millionaire mindset, right down to dealing with setbacks and disappointment.
Fortunately for all of us, he decided to organise what he learnt into the ground breaking education program called the Millionaire MBA.....
The Interview.
DS: What inspired you to set up Millionaire MBA Ltd?
RPC: I knew if I wanted to become successful as an entrepreneur, I needed to understand what made entrepreneurs successful. I could see that the common bond that glues all successful entrepreneurs together was not their business or choice of industry – but the entrepreneur themselves. More specifically it was the way the entrepreneur thought that set them apart.
I knew if I could ‘model’ their ‘millionaire mindset’ - not only would I fast track my own success as an entrepreneur, but I would be able to create a valuable training course which would benefit others.
DS: Did you have any help setting up the company or were you going it alone?
RPC: In the very first weeks of the idea I actually started working with another friend. It was clear at the outset that we had different ideas on what to develop and shortly after we went our separate ways.
From then on I built the core of the course myself.
After 6 months or so, my wife joined me in the business and I’m glad she did because there is no way I could have created Millionaire MBA without her. I certainly underestimated how much effort it would take to build the course and working with her made me realise the importance of teamwork right from the beginning.
In developing the course I have also relied heavily on external specialists and professionals.
DS: What was the biggest challenge you faced in bringing your idea to fruition? How was it overcome?
RPC: The biggest challenge initially was finding the courage to go it alone. But once I had made the decision and got the momentum moving, the challenges were just part of the journey. I talk of euphoric highs and crushing lows as an entrepreneur - but it is funny looking back - the lows just seem to disappear away, and only the highs remain.
To answer your question though - I did think at the time that ‘creating the course’ was the biggest challenge. But now I am in the sales and marketing stage - I realise that this is the biggest challenge.
The
I have a recommendation for you for 2006: Take a risk and be inauthentic.Authenticity, being yourself, is the foundation of your health, and the health of your business. But, it can also be a source of stagnation, and, eventually, your death. It has to do primarily with how many of us learn.For most of us, we learn by "monkey see (or read, or hear) - monkey do." It's the easiest way I know to learn- we emulate someone else's (hopefully) experienced and masterful example.And here's where the problem comes in: when you are emulating someone else's example, you are doing it their way. If it's something mechanical like changing a tire, not too big a deal. But if it's something more personal, like painting a person or writing marketing copy, things get a little trickier.Artistic self-expression in the pursuit of an outcome is most potent when it comes directly from your heart, and passes through the filters of knowledge and structure that help to shape it. If you don't know how to handle a brush, it's hard to produce the painting you see in your imagination.So what do you do? An early exercise for som
RPC: I knew if I wanted to become successful as an entrepreneur, I needed to understand what made entrepreneurs successful. I could see that the common bond that glues all successful entrepreneurs together was not their business or choice of industry – but the entrepreneur themselves. More specifically it was the way the entrepreneur thought that set them apart.
I knew if I could ‘model’ their ‘millionaire mindset’ - not only would I fast track my own success as an entrepreneur, but I would be able to create a valuable training course which would benefit others.
DS: Did you have any help setting up the company or were you going it alone?
RPC: In the very first weeks of the idea I actually started working with another friend. It was clear at the outset that we had different ideas on what to develop and shortly after we went our separate ways.
From then on I built the core of the course myself.
After 6 months or so, my wife joined me in the business and I’m glad she did because there is no way I could have created Millionaire MBA without her. I certainly underestimated how much effort it would take to build the course and working with her made me realise the importance of teamwork right from the beginning.
In developing the course I have also relied heavily on external specialists and professionals.
DS: What was the biggest challenge you faced in bringing your idea to fruition? How was it overcome?
RPC: The biggest challenge initially was finding the courage to go it alone. But once I had made the decision and got the momentum moving, the challenges were just part of the journey. I talk of euphoric highs and crushing lows as an entrepreneur - but it is funny looking back - the lows just seem to disappear away, and only the highs remain.
To answer your question though - I did think at the time that ‘creating the course’ was the biggest challenge. But now I am in the sales and marketing stage - I realise that this is the biggest challenge.
Th
In his essay, "Quality", written in 1911, the great writer, John Galsworthy, recounts the tale of two brothers. Shoemakers with their own shop somewhere near the end of the 19th century, they exemplify the issue of quality in Mr. Galsworthy's mind. They knew each customer. They made patterns of the customers' feet, cut the shoes to fit, had the customer try the shoes, and then adjusted the shoes as necessary to each customer's satisfaction, offering to take the cost off the bill if the shoes or boots were not acceptable.In time, faster, cheaper, and more efficient ways were found to make shoes and boots, and the little shopkeeper was, at the last, forced into barely being able to survive. Until the last, he insisted on making only the finest quality product, even as his customers deserted him for the cheaper product provided by the factories.An interesting note is Galsworthy's statement, "I ordered several pairs. It was very long before they came--but they were better than ever. One simply could not wear them out."My father was almost obsessive about quality. One of the first lessons I had was th
DS: Did you have any help setting up the company or were you going it alone?
RPC: In the very first weeks of the idea I actually started working with another friend. It was clear at the outset that we had different ideas on what to develop and shortly after we went our separate ways.
From then on I built the core of the course myself.
After 6 months or so, my wife joined me in the business and I’m glad she did because there is no way I could have created Millionaire MBA without her. I certainly underestimated how much effort it would take to build the course and working with her made me realise the importance of teamwork right from the beginning.
In developing the course I have also relied heavily on external specialists and professionals.
DS: What was the biggest challenge you faced in bringing your idea to fruition? How was it overcome?
RPC: The biggest challenge initially was finding the courage to go it alone. But once I had made the decision and got the momentum moving, the challenges were just part of the journey. I talk of euphoric highs and crushing lows as an entrepreneur - but it is funny looking back - the lows just seem to disappear away, and only the highs remain.
To answer your question though - I did think at the time that ‘creating the course’ was the biggest challenge. But now I am in the sales and marketing stage - I realise that this is the biggest challenge.
Th
Could this press headline be about you? Would you like it to be about you 10 to 12 months from now? There's more then a small chance that this happy reality could eventuate for you if you did one thing. That thing is to learn how.Investing yourself in the knowledge tools and skills to achieve your financial dreams is elementary. There is an abundant supply of knowledge around and all you have to do is access the right ones. Read a book and it could change your life. There is so much good material and advice out there but there is also some more questionable information about becoming an entrepreneur. I would suggest that the most valuable and trustworthy information would have to come from the ones that have already come before you.The entrepreneurial millionaire that has already made their millions and are willing to put pen to paper may be the most trustworthy and reliable source to take your advice from. They may not be that common and a little rare to find. There are many autobiographies of various millionaires however what is best for you is a "how to" book. The autobiographies although interesting rarely give y
In developing the course I have also relied heavily on external specialists and professionals.
DS: What was the biggest challenge you faced in bringing your idea to fruition? How was it overcome?
RPC: The biggest challenge initially was finding the courage to go it alone. But once I had made the decision and got the momentum moving, the challenges were just part of the journey. I talk of euphoric highs and crushing lows as an entrepreneur - but it is funny looking back - the lows just seem to disappear away, and only the highs remain.
To answer your question though - I did think at the time that ‘creating the course’ was the biggest challenge. But now I am in the sales and marketing stage - I realise that this is the biggest challenge.
Th
So you want to build a brand, huh?Well, you’re in luck. Because there’s good news, and REALLY good news!THE GOOD NEWS: it doesn’t take much money.Don’t be fooled by headlines like, “Coca-Cola spends 10 million dollars on new 30 second spot!” or “Nike takes out front page ad for $20,000!”You’re an entrepreneur. That stuff doesn’t apply to you.Because, in the words of best-selling author Harry Beckwith, “Branding doesn’t take millions, it takes IMAGINATION.”SO, THE REALLY GOOD NEWS: you can get started building your brand TODAY!Even if you’re new to the industry. Even if you just started your company. Even if you don’t know much about marketing. Even if you don’t want to spend a dime on advertising, direct mail or any of that other paper-wasting, money-draining junk.There’s ONE question I want you to consider:“If everybody did exactly what you said, what would the world look like?"My mentor, William Jenkins first taught me this question a few years ago. He told me to ask it to myself on a regular basis.Because it clarifies your
To answer your question though - I did think at the time that ‘creating the course’ was the biggest challenge. But now I am in the sales and marketing stage - I realise that this is the biggest challenge.
The only way to overcome this or any challenge is to educate yourself, surround yourself with other people who can help you reach your goals - and get on and do it!
DS: What makes you most proud of your achievements with Millionaire MBA Ltd?
RPC: I am most proud of the product I have developed. I brought together 25 ultra-successful UK entrepreneurs to build a unique home-study system for other entrepreneurs and business owners.
No one has ever done this before and I am thrilled with the learning and wisdom contained within the course. It makes me very proud when I hear how it has changed the lives of our customers.
DS: How did you actually fund your business to get it off the ground?
RPC: I fortunately had some savings from my previous years working. The year before I started Millionaire MBA I was fired from my job and decided then to go it alone as a management consultant. I was lucky and was immediately asked to manage a project for one year. It paid well and I managed to save some cash.
I must say I was surprised at how expensive it was to build the course and the business – the expense was never ending. Everything takes four times as long and costs four times as much as anticipated. It is probably four times as much fun though.
DS: What attributes make a successful entrepreneur?
RPC: Ah this is my specialist subject, so rather than going into detail here, why don’t I just direct you to www.millionairemba.com. Sign up and download some of the free information!
DS: What do you believe are the necessary elements for a business venture to succeed?
RPC:
1. An entrepreneur who will make it happen 2. A good commercial idea at a price which people will pay money for 3. Access to a market or access to your prospective customers 4. The right balance of the 4 P’s of marketing 5. Access to a team of people who can make it happen 6. Some money to make it happen (although this should not be a barrier - if your will is there, then the money will follow)
DS: How esse
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