Pursue Your Dreams

Pursue Your Dreams

Trees don’t grow overnight and even the best business plans can take years to come to fruition. But if you set a goal, work diligently toward it, and look at obstacles as something that are made to be overcome, you are well on the road toward realizing your fondest dreams.

This column is a personal celebration of sorts. It marks the publication of my new book – So, What’s The Bottom Line – that essentially encapsulates the ideas, experiences, practices and beliefs that have empowered me over the past 25 years in the field of business and marketing.

I don’t know how many trees it took to provide the paper the book is printed on, but the idea for it germinated from a seedling just six short years ago.

America was still reeling from the collapse of several major financial institutions and the bursting of the housing bubble. Rabbi Pinchos Lipschutz, the esteemed publisher of Yated Ne’eman contacted me, suggesting that since the economy was mired in the rough, his readership would benefit from a weekly column of business and marketing ideas. He asked me if I wanted to write it.

As the saying goes, the rest is history, but to set the record straight, the concept wasn’t built from that initial query. It took almost two months of back and forth conversation to chart out the concept and define our bottom line. In this case it wasn’t monetary. We knew we needed clarity over what we wanted to accomplish with the column for the benefit of the readers.

For me, it was my chance to put into writing the advice I have given hundreds of clients over the years, whether it be marketing initiatives, tips on interpersonal communication, customer retention and strategic planning and anything and everything in between. I will always be grateful to Rabbi Lipschutz for handing me this golden opportunity on a silver platter.

I will also never minimize the challenge encompassed in assuming this new responsibility. It’s easy to knock off a quick email or text message, but coming up with a fresh idea every week that consistently piques reader interest takes brainpower and is also a true art form.

As with any new project, it’s easy to trip and miscalculate along your route, consuming precious time, resources and capital, merely due to a lack of purpose and destination. That’s why it is so crucial to delineate a clear goal – your own bottom line or desired outcome – to avoid getting lost in the hustle of the steps that got you there.

There are no shortcuts and there is no substitute for putting in time and effort. Success is not in our hands alone, but in my 25 years of experience in the corporate world, working with all types of people, events, and organizations, I’ve seen the same result time and again: If you have a dream, and you work diligently toward making it come true, more often than not, it will.

I found this to be especially true when I decided to take the leap from weekly columnist to book author. Trying to land a publisher was an arduous journey of many months. When the great team at Morgan James Publishing sent me an acceptance letter, it was a big moment for me, but I didn’t have time to obsess over it. The hardest work was still in front of me.

Getting the book contract reinforced the one constant and most essential lesson from the past two-and-a-half decades of my career that summarizes my business philosophy: planning is critical and strategy is crucial, but the bottom line is execution. In this day and age, countless companies and entrepreneurs are method-obsessed and fail to focus on the true outcome they desire. To flourish amidst the muddle of the fast-paced business world, you have to be forward focused and keep the finish line in your sight at all times.

If you have a dream, pursue it. Invest the time and effort it takes to make progress and, most of all, be patient. Keep your momentum going, set daily goals, shepherd them through, take notice and remember to give thanks when you see how things seem to fall into place.

Bottom Line Action Step: Dare to dream but don’t fall back asleep. Invest time and effort to make it come true.

Yitzchok Saftlas

Yitzchok Saftlas is the CEO of Bottom Line Marketing Group, a premier marketing agency recognized for its goal-oriented branding, sales, and recruitment and fundraising techniques. Serving corporate, non-profit and political clientele, Bottom Line's notable clients include: Beth Medrash Govoha, Dirshu and TeachNYS. He can be reached at ys@BottomLineMG.com

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