executive perspectives: The Business of Being Bold
Bold. Different. Memorable. For most businesspeople, those are nice traits, things to strive for. For Rick Greene, MAS, they're a mantra. Besides writing dozens of articles under the "Be Bold, Be Different, Be Memorable" tagline in industry publications over the last 20 years, he has applied the mindset to every facet of his business style.
Fresh out of college in 1982, Greene got his start in the promotional industry filing catalogs and doing research for the sales staff at the Woodland Hills, Calif. office of the Walter W. Cribbins Company. Not content with a background role in sales support, he made the move into sales, and then into sales management, working for a number of distributors before landing at the Chatsworth, Calif. branch of HALO Branded Solutions. Now, he serves as HALO's Western regional vice president.
Read on as Greene reveals his bold, different, memorable approach.
Print+Promo (P+P): How do you set goals for yourself? For your business?
Rick Greene (RG): For a couple of decades, I was a fierce goal-setter, and insisted my salespeople set and strive for specific goals. At the end of each year, what actually ended up happening bore little resemblance to what we set out to accomplish 12 months earlier. HALO expects me to hit certain goals, and I hit them—but I don't set goals for myself anymore. Each day is an opportunity for excellence, to be better than yesterday, to reach out and help someone, to make the world a better place for branded merchandise. You can't set goals. It's just wishful thinking based on what might happen. Go out there and be superb, help those around you, solve problems and kill it, every single day.
P+P: How does the economy continue to affect the industry?
RG: It was rough for a few years, but it's all a state of mind. The economy can affect the industry—if you let it. About two months into 2013 I went to my sales force and proclaimed that the recession was over. And it was over. That doesn't make me omnipotent (well, maybe a little) but there are plenty of great clients placing massive orders to support their marketing efforts, whether its 2009 or 2015. Decide how successful you'll be, and be that. Don't settle for less than that.