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Reading Between the Lines
By Frank Traditi
Sometimes the answer is right under your nose.
Articles published in newspapers, magazines, journals, and
websites can be an invaluable source for advancing your
career. Think of them as a roadmap to helping you get the
job you want or potential new clients.
Your roadmap starts by reading between the lines to find
these hidden opportunities. I'll share with you one of the
ways I read articles that might open your eyes to what lies
within.
First, I put my private investigator hat on. Playing the
role of private investigator puts me in the mindset of
looking for clues. Clues that will help me grow my business,
find potential new partners, and uncover what could be
lucrative employment and new business opportunities for some
of my clients.
I enjoy reading articles that feature a specific company or
report on an industry. These profiles often tell a story.
They will highlight successes, failures, performance, new
products, growth, and other newsworthy items. Each time I
read an article like this I'm constantly asking the
question, "What immediate opportunities or challenges are
they facing and what can I do with this information?" Here's
an example of how this might work:
I came across an article with the catchy headline:
"Peaberry poised to pour some competition Starbucks' way"
The very first paragraph put my brain into gear. The
reporter wrote that Peaberry Coffee is about to launch a
franchise program that will increase it's number of
locations from 23 to 500 by 2010. That's over a 2000% growth
rate in just six short years. Do you think there might be
some opportunities or challenges associated with this?
The article went on to mention Peaberry Coffee received
regulatory approval to offer franchises in Colorado,
California, Texas, Utah, and Arizona.
Here are some possible clues for opportunity:
- They might need regional sales managers to sell franchises.
- A management team to run them.
- Marketing research experts to understand the territory and marketplace.
- A new and upgraded computer network, point of sale system, and HR information systems to handle the significant growth.
- Training managers and trainers to work with the employees of the new franchises and get them up to speed in each new market.
- Real estate professionals who know how to pick the most profitable locations.
- Interior and exterior store designers.
- Buyers to negotiate big bulk food and supplies.
- All of those people to work in each new store.
Another section of the article spoke of Peaberry landing a
wholesale contract to supply 160 military bases worldwide.
Here's what clues came to mind:
- They might need people with military expertise to help manage the complexities of working with a military base.
- Peaberry has no international presence. Might they need someone who understands international business and all its complexities? I see a entire department of people.
- All the staff to run this department.
- People who have experience with international trade, export taxes, shipping, and anything to do with moving product between countries.
From two short paragraphs in an article, it's possible to
uncover enormous opportunity for employment and new
business. There were also direct quotes from top management
throughout the article. Actual names of people you could
talk to about your ideas.
So, the next time you read an article, put on your private
eye gear and get to work.
Go get 'em Sherlock.
Copyright © 2005, Frank Traditi
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