An Analytical Mindset
Key points to her success:
* ”We’re going for the ‘working smart’ part now rather than quite as much of the ‘working hard.’”
* Terrific service providers (e.g., printers, creative, prepress, list professionals, consultants).
* Analytical mindset. “We analyze daily what our customers are telling us; study their buying habits; find out where we’re hitting and missing, what kind of merchandising changes to make.”
Mentor: A gentleman she once worked for. “He taught me that nothing short of perfection was good enough. He’d tell me where I could improve and how to maintain that edge of excellence. That’s something that has stuck with me. I’m never happy until things are perfect. He also taught me to be analytical, and that’s something that’s carried through for me in the catalog business.”
What she loves about cataloging: The sheer volume. “There’s a huge risk, for example, every time we order from a printer x million catalogs, buy postage or order products. But there’s a rush in realizing that we can succeed at it.”
Her definition of success: “The fruits of our labors are beginning to ripen. We’re working harder than ever, and we’re able to have quality personal time with our friends and family. That makes us feel that we’re reaching that success mark.”