Becoming a Professional Amateur.
Too often, professionals are so busy trying to be seen as successful that they lose sight of their true goal. In the golf movie Tin Cup, Kevin Costner’s character aimed for the cup instead of taking the lie that would have ensured him the championship — and missed 20 times. On the 21st try, he made the green.

Amateurish? Perhaps. Brave? Definitely. Memorable? Yes!

His goal was to challenge himself, to win in a way that was meaningful to him, not the crowd.

It takes great strength of character to act as if there’s nothing to lose. Children do this naturally. For adults, it means taking chances and risking maybe even being perceived as foolish. Sometimes, though, taking that plunge allows you to discover something new — and, in the end, to be hailed as larger than life. By keeping the big picture (your long-term goal) in focus, success becomes a matter of time and persistence.

Read more about professional amateurs in the Choices portion of our website.

A Book by a Different Cover
Essex Two helped the Independent Publishers Group look at the book distribution business differently. While competitors focused on streamlining distribution methods, this group understood that its business was about the books and people who really read books — and that books are very personal.

We designed identity elements and publication catalogs that helped IPG treat its bookstore customers on a more intimate and intellectual level reflecting its distribution target of smaller, independent bookstores.

Some might say that approach takes too much time for too little payoff. Some might even say it’s a foolish strategy. But since IPG is now the third largest book distribution company in the nation, who can argue with success?

Read more about the Independent Publishers Group in the Product section of our website.

The Power of Observation.
Take a dollar bill out of your wallet. Before you look at it ask yourself, how many “1s” will you see? Will they all be the same? Now, take a very close look.

The “1s” appear in several different sizes and are framed by different shapes. Some even have the word “one” written over the number. Did you count the “ones” as well as the “1s?” Because something is close to us, it is reasonable to assume we’re familiar with what it looks like and that others see the same things we do. These assumptions may not always be accurate.

Looking at the materials that represent your business is a lot like looking at that dollar bill. Chances are, you have a lot of paper and images that represent your business — letterhead, invoices, business cards, brochures, advertising, commercials and more. It’s also likely that you use these items all the time. But how often do you stop to consider the image of your business and how well it reflects what you’re doing today?

Do your customers see your business the same way that you do? Do your materials communicate to your audience in ways that are meaningful to them? Do the language and images you use to articulate the virtues and values of your organization represent where you are now as well as where you have been?

Everything you send to your clients, your prospects or your employees says a lot about your business. A unified, consistent visual message adds power and credibility to the work you do and to the services you offer. So step back and take a look at your company. Do you like what you see?

A Final Word on Change and Choice.
We’ll let Yogi Berra have the last word. In his new book, When You Come to a Fork in the Road, Take It!, the eminently quotable Yogi asks the question that most of us think about from time to time: “Which path do you choose? Sometimes it’s tough. People are always afraid of making the wrong choice.”

Spoken like a true professional amateur. In fact, some will let the choice make them. We could also say that by not choosing, a choice is made. Choose to be an amateur and look at the world a little differently this month.