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Adams Jette Marketing
+ Communications
100 Argyle Avenue
Suite 202
Ottawa, ON  K2P 1B6

Tel: 613.235.5445
FAX: 613.235.5514
info@adamsjette.com
www.adamsjette.com

The other day, I noticed that my brakes seemed a little soft. I automatically picked up the telephone and called my mechanic to make an appointment. It seemed like the right--and natural--thing to do. It didn't even occur to me to try to repair it myself. Among the list of things I am good at, repairing automobiles is not one of them. And I know it.

Similarly, if I have a leaking pipe, need an operation or want to design my dream home, I call in the experts. I could probably do some of those things if I had the time and inclination, but the results would be well below par, if not catastrophic.

Entrepreneurs, by their very nature, are go-getters. They tackle the business and do whatever it takes to get the job done. Whether it's accounting, retail displays, marketing--I could tell you stories!--or sweeping the floor, they take it on whether they like doing it or not because it needs to be done.

The questions is: why?

They may well be great managers, excellent administrators, superior planners or even exceptional idea generators. But once they step outside their areas of expertise, anything could happen.

And often does.

Let's go back to the brakes metaphor. I could probably install most of the parts myself and the car would likely stop most of the time. Is that good enough?

Let's look at the upside of bringing in professionals:

• a certified accountant will keep your books in order and you may even pay less tax;
• a computer consultant will keep your equipment running smoothly and prevent you from losing time and dropping sales--especially if you sell online;
• an experienced marketer will help you move more products and services; and
• a retail display professional will help you attract more buyers into the store and toward your shelves and racks.

Perhaps even more important is the element of time. Your time and it's importance to your business is incredibly valuable. Should you be spending it doing things you're not good at?

How many times have you rushed out the door on your way to work, only to remember, blocks from home, that you forgot something? The recipe for clam chowder Colin asked for... that article you wanted to show Karen... Sure, you could find a pad and pen and write yourself a note when you come home. But after you've dumped your keys, wallet or purse on the counter at the end of the workday and your thoughts are preoccupied with what to make for dinner, even that amount of effort seems out of reach.

Try this: put the things you can't leave home without (keys, cell phone, wallet) where you can easily find them, but in a slightly different place (such as the opposite end of the counter where they normally are) and arrange them in an unusual way. For example, rest your cell phone on its edge, or insert some of your keys into your billfold--just make sure it looks a little odd.

Like tying a string to your finger, the unusual arrangement of objects will cause you to pause in the morning. Gee, why did I put everything like that? Oh, yeah, I wanted to remember something--what was it? Right! I need to return Marlene's camera.

Instead of being annoyed with yourself, you'll be starting your day on a positive note. And with less trivia cluttering your mind, you're ready to be focused and productive.