Recognising the Competition
Seminar Training
During my fifteen or so years, as a freelance trainer in international trade – I delivered many different short courses, from 1- dayers to 4 – day residentials – with many 2 and 3-days in between – both in the UK and around the world.
The majority of these were core topics which had popular and ongoing support i.e. attracted ‘bums on seats’ – it was a profit-making endeavour. So, I would deliver, many times over the year – a I-day ‘Introduction to Export’ – a 2-day Introduction to Export Practice’ – a 2-day Advanced Export Practice’ and a 3-day ‘Complete Export Manager’ residential’
It was regular work, requiring limited preparation – but could get boring -except that it was always a different audience every time and, of course, I never looked bored!
However – I was also able to develop a number of, let’s call them – ‘party pieces’ which fitted into a 2 – 4-hour slot as part of wider ranging conferences, including a series of seminars on the side. Often over 2-3 days with changing audiences and maybe four presentation per day.
The point of this background is that one of my favourite ‘party pieces’ – although appearing to be a technical subject, always finished with a big laugh.
‘The Party Piece’
The title ‘Export Market Selection’
The main content – don’t worry this is brief – deciding where a company might start its exporting, with a few selection criteria to help.
The punchline was based on one of the criteria introduced in the main presentation. Namely ‘Recognising the Competition’.
You have to know who you are taking on in a new market.
But it’s not always obvious exactly who the real competition is.
As is illustrated by a short story: which finished the session.
It concerns, two American businessmen who have been friends since starting school at the same time.
They remained in touch over the years – as did their respective growing families –, as they went on to further education at the same college and then a working career.
They had both been outstanding students and became very successful in their careers – both taking different routes but both rising to CEO in their respective businesses.
The families would holiday together every other year and the men would meet for a boy’s weekend when possible and a game of squash if they could get to the same place.
Following one such game, over a beer, they shared the stresses of executive life – well paid as it was, there was just no breaks from it.
They finally resolved to really get away from it all with a week, ‘back to nature’ outbound trip into the wilds. Just the two of them – no phones – no laptops – no TV or radio.
They agree dates with their Boards – Wives agreed, probably glad of the break – and they get their P. A’s onto organising it – no expense spared.
They Set Off
One month later they set off on a meticulously planned and organised, trip into the wilds. Destination – the foothills of the Rockies.
First stage – chartered flights into Denver – equipment air freighted separately.
Night stop and then equipment delivery – state of the art pre-packed Land Rover Defender with trailer and remaining luggage. Other kit to be available en-route.
Changed into outward bound kit and set off, on Sat-Nav ready route.
Some 400 K and lunch stop – eight hours -later, reach first changeover point.
Find the state-of-the-art packed rucksacks, self-assembly individual tents and mobile gas campfire. Two-man kayak with trailer for the journey tomorrow.
still enough late evening light to find a nice clearing– with a slope down towards the river.
Start making Camp – takes minutes for each to get the tents up – with bedding inside. Camp fire ready to fire – and they sit down absorbing the atmosphere, with a beer each.
Hardly a sound – slight rustle of breeze through the overhanging branches and can still just hear the ripples of the river below. They both lie down to breath in the clear fresh air and look at the clear parts visible of a starry sky.
Bliss – and then a deep bass grunt! Close by.
The Grizzly
Both upright immediately. Whispering – ‘Did you hear that?’ ‘Yes, I did.’
Both get up and very quietly creep across the clearing, away from the sound – and can then just make out the bulk of what appeared to be a full-grown grizzly bear sat leaning against a tree trunk -sniffing them on the air and maybe hungry.
Then, one of them stretches over for his rucksack, takes his trainers out and and starts to take his heavy walking books off and put his trainers on.
His friend, whispers – ‘don’t bother, there is no way that you can outrun that bear’.
first one – ignores him and carries on getting his boots off.
– says – “You will never outrun that grizzly bear over this terrain – don’t waste your time.”-
continues to ignore him.
“Look, it’s a well-known fact that mature grizzlies can reach speeds of up to 30K ph. Over rough terrain – it will run you down in 100 metres.
– continues to ignore him.
Grizzly now rousing itself – lot more grunting and seems to be sniffing the air – and
starts to get up.
2nd – “You’re just wasting your time – we can’t outrun it – we have no weapons, we are finished
1st – finishes tying the last double knot on his trainers – stands up and turns to look his friend straight in the eye – and says –
‘What you forget is that I only have to outrun you!’
and is off …..
Recognise the Competition!