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Many enterprises start with a dream borne out of passion. It then grows into an avalanche that takes the iota of an idea and propels it into an enterprise. Often, even in monolithic organisations, not all questions are answered in advance nor is a framework in place, but it is incumbent in any venture to institute certain fundamental gateways that guide and give credence to the journey.
This pungent message was the gist of the talk articulated by Trevor Reckerman who can be best described as a marketing artisan, in a scintillating discourse at the TMC Members Speak last Thursday, 15 August at Galadari Hotel in Colombo.
Drawing on the experience of over 40 years on the stump in diverse businesses in Sri Lanka and overseas, Trevor shared an anecdotal journey spiced with amazing examples of the grit and determination that transforms an intrinsic notion of passion into a pulsating quest for worthwhile enterprise. He argues that without a profitable outcome, passion itself is lost in the ether and forever forgotten in the labyrinth of enterprise. When there is no profit in a commercial sense, there must be purpose and value he explains, reiterating the thought that passion in itself dissipates with time and does not add value to human enterprise!
He expounds that profit is not a sinful motive but the culmination of a lifelong purpose. Profit or value is that degree of passion one must encompass in a venture. It cannot be separated, for without a worthwhile outcome, passion cannot be fulfilling nor its value ultimately realised!
The consummate presentation covered the sequential process; Idea & Concept, Strategic Intent, Brand Positioning, Budget & Accountability, Competition Value, Territory & Markets, Consumer Perceptions, Execution Excellence and Salient Timing; out of the box but based on real life perspectives of commercial behaviour! Citing F1 dominance by teams such as Mercedes, Trevor expressed the view that clinical preparation more than luck, was what produces the result.
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