Top 10 List of Books To Help Your Clients Kickoff a Fabulous 2009

So here we find ourselves past the holiday season.   We now have a great opportunity to make a positive impression on our top clients and referral sources!  Sending books to top clients and referral sources is one of the most memorable follow up strategies I use. It’s creative, different, and is just not done enough!  The following are my Top 10 books to send to a business owner or top sales professional for 2009.  In choosing this selection I found myself thinking of the many types of clients and referral sources i have.  This selection should include a great title for any possible business owner or sales professional which may be on your list.

#1 The Greatest Salesman in the World by Og Mandino

“At last!  A book on sales and salesmanship that can be read and enjoyed by veteran and recruit alike!  I have just completed The Greatest Salesman in the World for the second time-it was too good for just one reading-and in all sincerity, I say that it is the most readable, most constructive and most useful instrument for the teaching of sales as a profession that I have ever read.” F.W.Errigo, Manager U.S. Sales Training Parke, Davis & Company

#2 Think and Grow Rich by Napoleon Hill
“At American billionaire Andrew Carnegie’s bidding, Hill studied the characteristics of these achievers and developed 15 “laws” of success intended to be applied by anybody to achieve success. Think and Grow Rich! condenses these laws further and provides the reader with 13 principles in the form of a philosophy of personal achievement.” Wikipedia

#3 Rich Dad, Poor Dad by Robert Kiyosaki
“Rich Dad Poor Dad is a starting point for anyone looking to gain control of their financial future.” USA Today

#4 The Tipping Point by Malcolm Gladwell
“Fascinating enough for the general reader, Gladwell’s work is a particular boon for businesspeople looking for inspiration on how to top their own ideas into popular crazes.” Publishers Weekly

#5 The 8th Habit by Stephen Covey
“An absolute must-read for aspiring business executives who want to significantly increase their personal effectiveness in the workplace and at home.  Covey has created a brilliant blueprint for both career and personal success in the new millennium.”  Douglas Conant, President and CEO, Campbell Soup Co.

#6 Tribes by Seth Godin

“Tribes is a must read for all of us.  It’s up to each one of us to lead in today’s new kind of world.”  Bill Bradley, Former U.S. senator  Tribes is one of my favorite reads of 2008!  It’s is truly inspiring, showing the value and simplicity of becoming a leader.  Keep an eye out for my future post on Tribes.

#7 Beach Money by Jordan Adler

“If you plan on building a large successful network, I recommend reading Beach Money.  Jordan’s stories are inspiring and each one has something that you can put to use immediately.”  Ivan Misner, NY Times Best-selling Author and Founder of BNI

#8 E-Myth by Michael Gerber
“The mythic and often disastrous assumption is that people who are experts regarding technical details of a product or service will also be experts at running that sort of business.  Many small business owners eventually realize that just as they had to learn the technical skills, they have to learn business growth and management skills.”  Wikipedia

#9 Excuse Me, Your Life is Waiting by Lynn Grabhorn

“I can’t believe it.  In the three months since reading this, I’ve almost doubled my sales and settled a couple of long-standing problem in my marriage.  I’m recommending this book to management.” O. T., Regional Sales Manager

#10 The Four Hour Work Week by Timothy Ferriss
“Stunning and amazing, from mini-retirements to outsourcing your life, it’s all here.  Whether you’re a wage slave or Fortune 500 CEO, this book will change your life!”  Phil Town, #1 New Your Times bestselling author

#11 101 Perfect Chocolate Chip Cookies by Gwen Steege
Number 11 in my top 10 just to check and see if you are still reading!  Honestly the best gift and easiest way to bribe me is with homemade chocolate chip cookies!  Who can resist that?

I could have easily listed 20 more books in this top 10 so if I am missing one you think should be on the list please leave a comment with your suggestion and why you think the book should be on the list.  The more selection and recommendations the better!

In writing this post I kept thinking back to my corporate career.  During the holidays I would receive well over 20 boxes of candies from clients and vendors.  The candy made no lasting impression due to the amount I received.  A book is completely different!  If I received a book during the first few weeks of the New Year it would stand out amongst all the previous gifts.  I would remember who sent the book to me and it would positively affect our relationship.

Do You Still Need to Send Your Holiday Cards?

You still have time to get this important follow up strategy completed!  However at this point you are a bit limited on how you can get this done.  One way is to make a mad rush to the store and buy boxes of holiday cards only to spend today and most of the weekend writing them out.  I must say the thought of you actually doing thing is making me tired!  I know as I have done this so many times in the past!  I am sure if you have not yet sent your holiday cards you know you need to and have just been procrastinating to the very last minute!

Don’t worry!  You have another option available to you which will allow you to send all of your holiday cards within a few hours.  Whether you need to send 100 or 2,000 holiday cards you still have time to get it done!  It all starts with having access to a powerful system called SendOutCards!

SendOutCards is a very simple online tool which allows you to upload all of your addresses, choose a holiday card from over 1,000 choices, type out a nice holiday message, and with a few clicks send to your entire database!  Your cards are then printed, stuffed in envelopes with a real stamp, and placed in the mail the next day! The best part is you can actually send the same holiday card to 500 customers and prospects and then go back and write additional messages to your top 25 customers and prospects to make them more personal.  This means no customer or prospect is forgotten!  SendOutCards also allows you to add gifts to your cards!  So if you should be sending a little something extra to those top clients you are covered!  To learn more about this tool visit SendOutCards and click on the top banner to send a free card and get the tour.

There is just no other service on the market that can do this with such ease!  I have used this service for the past few years for holiday cards as well as all the different business greeting card occasions with great success.  This is not just a holiday card tool!

If you happen to be one of those thinking “it’s too late to send holiday cards at this point” or “does sending holiday cards really make a difference in my business?”, I would encourage you to consider recent research by Hallmark:  Hallmark found that businesses say they use greeting cards as a “kind of investment in their business…  They’re investing in customer relationship with the hopes that it will pay back”.  The company has conducted research that found at least half of customers who received holiday cards from businesses say they are more likely to continue doing business with that company versus another one.  You can read more on this by reading the article in the Washington Post.

So the question to ask yourself is not whether you should send holiday cards or not…  The question is whether you want your current customers to continue doing business with you!

Holiday Follow Up: Greeting Cards, Postcards, and E-cards

Today you have many choices when it comes to holiday cards.  The choice of holiday greeting cards is enormous, and we cannot forget holiday letters, postcards, and e-cards.  As business owners and sales professionals what are the best practices?  In my opinion, holiday greeting cards should be your only choice!

Holiday cards: You have many options here!  Sure you can go to your local Hallmark store or grocery store to pick up your greeting cards.  In fast the top two greeting card companies Hallmark and American Greetings which print most of the greeting cards on the market would love for you to do just that!  It’s fairly simple, find a greeting card selection which will reflect your business in a good light, lock yourself in your office for the day and get to work!

Holiday letters: I have already received a few holiday letters from friends and businesses.  These are nice and typically very personal when coming from friends and family.  I would not recommend these for a business greeting.  Sending a gift with a letter is a pretty common practice but in my opinion if you are spending the time and money to send a gift why not include a greeting card as well?  Skip the basic form letter and add a personal note to a greeting card instead.

Holiday Postcards: Thinking this is a great cost saving alternative to mailing holiday cards is a big mistake. When I think of postcards the first thought that comes to mind is junk mail.  It does not matter how much time you put into your postcard design or the amazing copy you have come up with, in the end it’s just a postcard and it will leave a neutral or negative impression.

E-cards: The crazy popularity of e-cards has come and gone.  Some may say this is a great alternative to sending holiday greeting cards in the mail.  I would encourage you to consider the conversation I had with Jeff Hans real estate agent on Team-Q at Re/Max Realty.  Jeff mentioned a conversation he had with another business owner just last week.  The business owner asked if he had received his e-card.  Jeff had to think about it for a minute and then acknowledged he had received it.  The business owner asked what Jeff thought and his response was the following: “I receive over 200 emails per day so receiving your e-card was just another email”.  Jeff suggested that next year he mail holiday greeting cards instead of sending e-cards!

My last thought for your holiday cards choices.  I mentioned the top two greeting card companies Hallmark and American Greetings so I thought I should mention the greeting card company I have used for my holiday cards, birthday cards, thank you cards, and just everyday cards for the last two years.  The company is called SendOutCards and it just so happens SendOutCards is the number three greeting card company.

I think the most important thing to remember is to get your holiday cards out.  It is by far the easiest follow up touch you can do this week and with each follow up touch you do you increase the awareness your customers and prospects have with you.  This increased awareness will result in increased business and referrals!

Top 10 Do’s and Don’ts When Mailing Holiday Cards

Top 10 Do’s and Don’ts When Mailing Holiday Cards

Do’s:

1)  Do send a quality card with a nice seasonal image
This is not the time to send a naked Santa because you think it’s funny.

2)  Do hand write your cards and envelopes
There is nothing like getting hand written cards in the mail, it shows you have taken the time to really reach out to your customer

3)  Do sign your cards
Your signature on the holiday card makes it personal

4)  Do write few lines of thoughts in each card
You might say something like “I have truly enjoyed working with you this past year.  I hope you have a fantastic holiday season and a great start in 2009!”

5)  Send your cards out with an actual stamp
This is not the time to save time by running them through the meter.  Take the time to place a stamp on each card as this small step makes a big difference.

Don’ts

6)  Don’t send holiday cards with just your signature
Saying Seasons Greetings, Merry Christmas, or Happy Hanukah above your signature will not make this better.  Add a few lines to make them personal!

7)  Don’t enclose a business card with your holiday card
I find there is nothing tackier than opening a card and having a business card fall out.  It takes away all positive impact from the card.

8)  Don’t add your logo to the card
Sending holiday cards should be an opportunity to appreciate your clients.  This is not the time to promote your brand!

9)  Don’t use mailing labels on the envelope
Mailing labels take away from the personal experience of the holiday card.  Take the time to hand write the envelopes or have someone in your office do this for you.

10)  Don’t send e-cards
No matter what you believe or what someone has told you, e-cards are not the same and actually create a negative impact with most receivers.

Hopefully you will avoid some of the don’ts and remember all the do’s!  Do you have some top do’s and don’ts to add to this top 10?  Leave a comment so I can add to the list!

Where did the idea of sending holiday cards come from anyway?  If you are interested check out the history of holiday card sending.

Look for tomorrows post about e-cards vs. real printed cards, and handmade cards.

Follow Up Success: Top 10 Marketing Blogs

Last week I was asked to create a Top 10 blog list for blogs.com.  I thought for a brief moment on what segment of blogs I would include and decided to focus on Marketing Blogs (and a few distractions).  These are blog s that I read on a consistent weekly basis for many reasons…  Some of them for the great content, a few are friends, and of course Gary Vaynerchuck for great ideas, content, and the constant reminder to be passionate for what I am doing!  So here is my Top 10 Blogs showcased on blogs.com:

Find the best blogs at Blogs.com.

Top 10 Marketing Blogs (and a few distractions)

  1. DoshDosh – written by, Maki
  2. Duct Tape Marketing – written by, John Jantsch – founder of Duct Tape Marketing
  3. Gary Vaynerchuck – written by, Gary Vaynerchuck – founder of Wine Library TV
  4. Life of a Founder – written by, Jimmy Hendricks – founder of Collar Free
  5. Never Eat Alone Blog – written by, Keith Ferrazzi – author of Never Eat Alone
  6. Profit Minute – written by, Rod Moore, founder of Profit Minute
  7. Seth’s Blog – written by, Seth Godin – author of many best selling marketing books including his newest must read: Tribes
  8. Six Figure Moms Club – written by, Angie Swartz – founder of Six Figure Moms Club, author, and Executive Coach
  9. The Big Idea Blog – mirrors The Big Idea show on CNBC by Donny Deutsch
  10. copyblogger – written by, Brian Clark – copyblogger is one of the world’s 50 most powerful blogs

Take a look at my Top 10 blogs and let me know what you think.  Do you have a favorite Marketing Blog you read?  Do you have a must read blog not on this list?  Make sure to leave a comment so I can see one of your favorite blogs, it might just become one of my favorites as well.

A few last thoughts on my Top 10 Marketing Blogs.  Last week when I was given the opportunity to submit my Top 10 list I could of easly decided not to.  I was in the middle of many projects and really did not have the time to take on anything more.  At the last minute I made it a priority and sent in my list for review.  As a result my Top 10 list was selected and featured on blogs.com.  By taking action and giving priority to this simple project I have received more exposure to my business and blog not to mention each of the blogs in my Top 10.  The benifits to the added exposure will lead to stronger relationships, referrals, and clients.  My questions to you are, “What simple tasks or projects are right in front of you?  What projects could you complete that might give you more exposure and potential clients?”.  You have opportunities in front of you right now!  Look for the easy to ignore and simple tasks in front of you and make a point to complete them today!

SWOT Analysis: Identifying Your Threats

Last week I talked about opportunities, following up from my post on SWOT Analysis:  Simple Tool to Improve Your Business.  If you missed one of these previous posts it may be best to go back and review them in order.

Today I will review our discussion on Threats (the “T” in SWOT) as it applies to my business as well as the 15 other small and mid size companies in the exercise.  The discussion on Threats was led by Angie Swartz, Executive Coach and Founder of Six Figure Moms Club.  Angie opened the analysis with a brief discussion on threats.  Angie quoted from Wikipedia’s definition of threats:  “Threats: external conditions which could do damage to the business’s performance”.

The group had the following ideas to think about before our discussion insuring each person was prepared to discuss possible threats:

What is your competition offering that you are not?
Are competitive businesses moving into your area?
Are economic trends changing your customer spending habits?
What social trends are impacting your business?

Angie then opened it up to the group for discussion asking members to discuss their discovered threats.  Here is some of the discussion:

  • Justin Stewart, Customer Service Supervisor with San Diego National Bank talked about his larger institutions undercutting the value of what his bank can offer and the negative perception and distrust of financial companies in the current market.  Leon Alchalel Investment Realtor with Keller Williams added while this is a threat it is also an opportunity because more people and businesses are looking for service the larger institutions cannot offer.  Justin also added that while the larger bank institutions are getting a lot of negative publicity, San Diego National Bank is financially very strong which attracts new clients looking for financially strong institutions.
  • Katina Jackson, Independent Associate with Pre-Paid Legal said her biggest threat is the amount of Pre-Paid Legal representatives in her market.  Art Kriegsmann, President of H.R. Servs., Inc. asked if there was a way to separate herself from the other Pre-Paid Legal representatives?  Katina stated she focuses on seniors working within that niche market.  She also does a lot of networking events and then follows up with each of them creating a stronger connection.  This connection leads to more clients and referrals.

I found identifying my threats the most difficult part in the SWOT Analysis.  I look at threats as a negative which I typically stay away from.  Looking at negative influences around me is like adding fuel to a fire that I am choosing not to see.  With that said I also realize the need to be aware of both the positive and negative around me to help identify potential opportunities.  So with much thought the main threat I have identified is the perception of the businesses and sales professionals I work with.

Right now, most small business owners are cutting back on all marketing and advertising like appreciation campaigns, referral strategies, and follow up systems, as this is a simple fix to cash flow problems. The current economy amplifies the creativity in coming up with a great excuse not to do it implement new marketing and advertising ideas.  The reality is now is the best time to implement these types of strategies!  Implementing strategies like this will not only bring in new customers now it will also propel the growth of the company for years to come.

The following are examples of threats that might me affecting your business right now:

  • As a business owner or sales professional, when competitors move into your area that is a threat.
  • When internet companies focus on your target market or your area, this is a threat.
  • When economic trends change, this could be a threat.  When social trends change like Baby Boomers leaving the workforce and Generation Y moves into the workforce, this could be a threat to you.

I encourage you to be aware of these threats and discover creative ways to react to them.  Remember threats can be looked at as a negative or you can see them for an opportunity to create positive change, the choice is yours.

Reasons and Excuses to Insure Your Business Fails

Last year at I woke up at 4am with my phone ringing and a slight sound of sirens in the background.  My house was smoky and as I ran into the living room ash was flying inside my house through the skylights.  This was the morning of the 2007 San Diego fires.  At the same time thousands of my neighbors were evacuating from their homes in Rancho Bernardo.  This is a day I will never forget!    One of these neighbors was my friend Jay I mentioned earlier this week.

So why am I bringing up the San Diego fires today?   In my last post I used my friend Jay Riordan as an example of a business having a positive perspective in the current marketplace.  Today I thought I would share with you another part of the story.  Jay’s business, Dream Design Builders is doing really well, at the same time Jay’s competitors are downsizing and closing.  Jay’s positive perspective in the current marketplace is incredible but maybe you are thinking to yourself “I am different” or “this is great for Jay but I have had this happen or that happen this year”.

Jay Riordan, Holding a charred photo rescued from the ashes
Jay Riordan, Holding a charred photo rescued from the ashes

So here is the rest of the story…  After the fires went through Rancho Bernardo my neighbors and I started finding ways back to our homes.  I was one of the lucky ones…  My home was standing with no damage, my friend Jay was not so fortunate…  When Jay was able to get near his street he was seeing smoldering homes everywhere including his own home.

The reason why I mention this is for you to think about your reasons or excuses you might be using right now.  Jay had every reason to buy into the negativity of the media.  Jay could have been fully consumed by the emotions of his recent losses.  Jay could have placed all of his attention on rebuilding his home and letting his business suffer.  All of these reasons would have been completely justified!

Next time you think about the reason why you are not succeeding or why your business is not growing at the rate you would like, think about the reasons you are using to justify your story.  Think about the possibility of just changing your thinking.

Think about my friend Jay, who chose to package the emotional charge around losing his home to a fire, into an amazing energy focused on building an even more beautiful home and a thriving business.  Isn’t that better than anything even small bit of negativity might bring you?  The power of how you handle negativity in your life is truly yours.

For a Small Business Positive Perspective is Everything

In response to my post last week: SWOT Analysis:  Exploring Your Opportunities, here’s a great example of a friend who is seizing an opportunity in the current marketplace:

Jay Riordan, President of Dream Design Builders and I were talking about how great his company is doing while many of his competitors were closing down or downsizing dramatically.  Dream Design Builders is one of the top remodeling and home building companies in San Diego, winning multiple design and customer service awards including the San Diego Better Business Bureau Torch Award .  Jay and I were discussing the unusual problem of whether he should aggressively expand his business.  The challenge was growing too fast as well as where to find good employees to handle the expansion.  So where is Jay’s opportunity you may be asking?  Because Jay is like me and absolutely refuses to participate in the negative economy, his business is growing while his competitors are closing or downsizing.  Now is the PERFECT time for Jay to expand as he will have a pool of very talented potential employees from his competitors closing and downsizing.  This is the perfect example of looking at the opportunities right in front of you based on the current trends in your marketplace.

It’s easy to buy into the negativity of the media but its your choice whether you seize the opportunity around you or allow the media to paralyze you.

Follow Up: Lessons to Learn from Obama 08

In the past week there has been a lot of buzz on the presidential election.  Many reporters were trying to figure out when the country started turning to Obama.  Many times reporters would suggest different speeches, interviews, or statements by both Obama and McCain, stating one speech made the difference or this interview really changed things, or McCain’s comment during this interview is when things started shifting.

While some of this is true, I believe Obama became the President Elect for one main reason.  Obama created a tribe of followers and created many ways for his tribe to connect with their leader!  One extreme example of the connection difference between Obama and McCain is online.  Obama’s online presence can be clearly seen by looking at his website and more importantly his hub for Social Media can be found on his blog.  Below is a snapshot of how both Obama and McCain did in regards to a few of the Social Media sites:

Looking at Social Media Sites; According to Forrester Research, Inc.:


Obama: 2,379,102 supporters
McCain: 620,359 supporters
Obama has 380% more supports than McCain


Obama: Friends, 833,161
McCain: Friends, 217,811
Obama has 380% more supporters then McCain


Obama: 1792 videos uploaded since Nov 2006, Subscribers: 114,559 (uploads about 4 a day), Channel Views: 18,413,110
McCain 329 videos uploaded since Feb 2007 (uploads about 2 a day), Subscribers: 28,419, Channel Views 2,032,993
Obama has 403% more subscribers than McCain
Obama has 905% more viewers than McCain


Obama: @barackobama has 112,424 followers
McCain: @JohnMcCain (Not sure If this is real) 4,603 followers
Obama has 240 times more followers in Twitter than McCain

Obama’s activity in Social Media sites includes: Facebook, MySpace, YouTube, Flickr, Digg, Twitter, Eventful, Linkedin, BlackPlanet, Faitbase, Eons, Glee, MiGente, MyBatanga, AsianAve, and DNC Partybuilder.  Obama created tribes within all of these social mediums.

You have to look at the last eight years to really see why this had such a huge impact.  According to Forrester Research, Inc., internet usage in the United States has grown 130.9% in the last eight years.  Of the 303,824,646 people in the United States the penetration rate for internet usage is 220,141,969 or 72.5%!

By using social media Obama created a way to communicate and follow up with his tribe.  Seth Godin’s new book Tribes talks a lot about how tribes work and the importance of a leader within the tribe.  Obama was the leader of a huge tribe of followers, fans, and most importantly voters.  Obama’s tribe showed up way before Election Day and when Election Day finally arrived it seemed the entire tribe made it to the polls!

So the question to ask yourself is: Are you doing everything you can to make it easy for your tribe to connect with you?

SWOT Analysis: Exploring Your Opportunities

Last week I talked about weaknesses, following up from my post on SWOT Analysis: Simple Tool to Improve Your Business. If you missed one of these previous posts it may be best to go back and review them in order.

SWOT Analysis: Simple Tool to Improve Your Business
SWOT Analysis: Defining Your Strengths
SWOT Analysis: Acknowledging Your Weaknesses

Today I will review our discussion on Opportunities (the “O” in SWOT) as it applies to my business as well as the 15 other small and mid size companies in the exercise. The discussion on Opportunities was led by Rufino Autus, Independent Financial Planner for Autus Financial Group. Rufino started out the discussion with a brief over view of SWOT Opportunities. Opportunities are things that are external, things that are happening around you which you can capitalize on in the current business climate. The group had the following ideas to think about before our discussion insuring each person was prepared to discuss possible opportunities:

  • Where are the good opportunities facing you?
  • What trends are happening around you that your company can capitalize on?
  • What changes in technology have a positive effect on your business?
  • What changes in industry standards or government policy impact your business?
  • How can changes in social patterns, population profiles, aging consumers, and lifestyles change how you approach new customers?

Rufino then opened it up to the group for discussion asking members to share their discovered opportunities. Here is some of the discussion:

  • Kerry Klindtworth, a realtor with Keller Williams talked about how it’s a buyer’s market. It’s a great market to buy so she has changed her focus to buyers. She still loves taking listings because she is very good at selling homes but her focus is on buyers. Kerry also talked about everyone going green! With this in mind she has become a Certified Energy Specialist in the state of California. This means she can go into your home and provide you with CFL light bulbs for free from SDG&E. When she does a home inspection her appraisers do an energy audit on your home and tell you how to make your home more efficient. Kerry also talked about how one person turns 55 every 30 seconds so she is in the process of getting certified as a Senior Residential Specialist as well as getting her brokers license. We all agreed this was a great example of looking at your current opportunities and taking advantage of them.
  • Tammy Williams, a representative with MADD (Mothers Against Drunk Driving) highlighted one of her opportunities. Right now it’s the end of the fiscal year for most corporations and they are planning their budget for 2009. Now is the time to make contact with these corporations to make sure MADD is part of their budget for 2009.
  • Kraig Stahl, President of K.D. Stahl Construction Group talked about how the construction market has changed. Kraig talked about projects which used to have two or three bidders now have 12 and large building projects are slowing down dramatically. Kraig is focusing on tenant improvements, looking for companies that may be downsizing and need to change walls within an existing building or create new office spaces. Most of Kraig’s business comes from referrals, “not many people just look you up in the yellow pages”, so he is focusing on meeting new referral partners like architects, electrical engineers, and commercial brokers. Angie Swartz, founder of Six Figure Moms Club suggested using the words “we are flexible and agile” so referral sources know you are changing your businesses to adapt to the current market. Tammy added MADD is all about branding and by partnering with MADD you will set yourself apart from your competition. If you are one of those companies competing for the same customer look at ways to partner with non profits as a way to expose your brand.

So what were the opportunities I discovered? Now more than ever building relationships and following up with prospects and customers is the key to any marketing strategy. My opportunities are to help companies and sales professionals improve their relationships, creating connections with prospects who will allow me to review their follow up strategies. Through these meetings I can suggest ways to improve their strategies and help them implement new systems to capture referrals that are currently going to their competitors. So if you are reading this post and want to learn how to double your referrals in the next 90 days maybe your best next step would be simply calling me!

I found the opportunity process very positive. Hearing how the other members viewed their opportunities allowed me to explore deeper into what might be right in front of me but for some reason I was ignoring or just did not see. The power of this SWOT Analysis is amazing and I look forward to sharing the last part of this discussion next week. Our discussion for next week is Threats (the “T” in SWOT).