Don’t you wish opportunities would show up with a large ribbon and a sign affixed to them proclaiming their greatness (or to stay away)? Many times opportunities are disguised as ordinary events. While it’s tempting to dismiss some of these, true entrepreneurs will recognize that this just might be the lucky break they’re looking for. How do you know what’s in front of you?
Before I attempt to answer, let me share two stories: the first is of an opportunity lost and the second, of an opportunity seized. Two days before Christmas I was in a local jewelry store with my son, Ben. He needed to have his new watch resized (it was a present from his sister and he was excited to wear it). I knew it was a simple and quick request so we popped into a jewelry store that we had passed by many times before, but hadn’t been inside due to its poor location. The holiday spirit was not alive in this shop. When we entered this really tiny shop (so small you have to make an effort to overlook customers) the owner somehow managed to completely ignore our presence. It was rather awkward standing a few feet away from him and being totally ignored but he was with a customer (who was having some very expensive jewelry appraised) so we were patient. After five very long and uncomfortable minutes he finally managed to look up and tell us he would be with us shortly. Lesson #1 – if your store is no wider than 10 x 10, at least say hello to entering prospects (Duh!)
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Published by Beth Goldstein, Edge Institute
While I am currently pursuing my doctorate in education at Johns Hopkins University (part-time), I remain passionate about helping small business owners and entrepreneurs accelerate growth. I founded my consulting firm, Marketing Edge Consulting Group, in 1999 and established the company's training division, Edge Institute, in 2013 with a focus on helping small business owners, executives, students and entrepreneurs better understand how their key stakeholders think, what they value and what influences their purchasing decisions. I then show them how to apply this knowledge to create targeted business growth programs that drive revenue growth while increasing profitability and customer loyalty.
I teach entrepreneurship and marketing courses at Babson College. Previously I taught marketing courses at the Heller School for Social Policy & Management at Brandeis University. I also spent 13+ years at the Boston University Questrom School of Business where I taught entrepreneurial sales & marketing courses, ran their New Venture Competition for ten years and served as the Faculty Director for the university’s top ranked Online Graduate Certificate in Entrepreneurship Program from 2005 to 2014.
I have conducted business growth workshops throughout the US for organizations ranging from publicly funded groups like the MA Supplier Diversity Office to Fortune 500 companies like Fidelity Investments and Carrier Corporation. I served as the Lead Instructor for Interise’s nationwide training program, run in conjunction with the US SBA: Small Business Association's Emerging Leaders (e200) Initiative, providing training to hundreds of business owners throughout the U.S. I was also the Managing Director for the BU Urban Business Accelerator Program, an educational program that brought students to economically disadvantaged neighborhoods in Boston with the goal of improving financial capacity & business.
For Babson Global, I was on a 3-person MBA design team that created an innovative MBA program for the Mohammad Bin Salman College of Business and Entrepreneurship, Saudi Arabia. I also led the design teams for the Masters in Entrepreneurial Leadership and the 4-year undergraduate marketing degree.
I specialize in custom-designing classroom and online business growth training programs ranging from 1/2 day workshops to intensive 9-month programs for a companies as well as government agencies and organizations. I have taught in the U.S. and abroad including: China, Egypt, Indonesia, Kuwait, Lebanon, Mexico, Nigeria, Oman, Saudi Arabia, Thailand and the United Kingdom.
I have more than 30 years of direct industry experience and hold an MBA from Boston University and a BA in Economics and Sociology from Brandeis University. I am currently pursuing my doctorate in education at Johns Hopkins University School of Education.
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