by: Geoff Ficke

If you are of a certain age you will vividly remember the following names: Helena Rubenstein, Faberge, Germain Monteil, Trigere, Revlon, Elizabeth Arden, Max Factor, Schwinn, W. T. Grant, Montgomery Ward and Chuck Taylor. Each name represented a hugely successful consumer product brand.

Each of these brands was grown from the entrepreneurial seed of a visionary. Unfortunately, each was subsequently abused, in several cases terminally, by non-visionary corporate bean counters.

A classic example is Revlon. Revlon is instructional because it remains in the news, mostly for being a tortured shell of it’s former glorious self. Founded by Charles Revson in the 1930’s, Revlon was the largest cosmetic company in the world until the 1980’s. Ultima, Norell, Charlie, Bill Blass and Eterna 27 were subsidiary divisions under the Revlon corporate umbrella. The finest department and specialty stores in the world fought to carry these upscale, elegant products. Revlon was widely respected as the arbiter of taste for fashion conscious women.
Fire and Ice, Lips and Tips and That Man are only a few examples of product marketing campaigns that were ubiquitous in consumer culture of the time.

Charles Revson was one of the most famous businessmen of his time. Books were written about his life, business strategy and the legendary brutal bullying of his management personnel. He paid his people exceedingly well and expected total commitment to his company. The drive to stay ahead of the competition by constant innovation and creativity was all consuming for Mr. Revson. Nothing was allowed to impede his constant pursuit of staying number one. His famous department store mantra, “success requires space, location and demonstration” is a given followed by successful merchants to this day. He once was asked how he could justify charging $5 for a $.40 cent lipstick? His famous retort: “I don’t sell lipstick, I sell hope” is an accurate reflection of an entrepreneur who knew his customer and how to please them.

As Mr. Revson aged, he could see the need to address his succession as crucial to his legacy and Revlon’s future. After conducting a famous, thoroughly documented executive search, he hired Michel Bergerac from IBM. Mr. Bergerac was a brilliant executive. He inherited a billion-dollar business with worldwide operations. Revlon dominated the male and female fragrance, color cosmetic and skin care markets.

Sadly, the business culture of the 1980’s and 1990’s did not value creativity and innovation as much as asset deployment. Mr. Bergerac was excellent at deployment of assets. For a number of years Revlon held on as king of the category. However, the inevitable slowly began to happen. Product launches began to stall. The Company began to follow competitor’s successes with me-too look-alike products.

Lancome, L’Oreal and Estee Lauder, under the lead of entrepreneurial owners, became industry innovators and assumed leadership in the space historically dominated by Revlon.

It has been 20 years since Revlon left the department store business. Mr. Bergerac was awarded a lucrative “golden parachute” when financier Ronald Pearlman took control of Revlon in a hostile corporate takeover. Under Mr. Pearlman’s ownership Revlon has been a continual money loser. Product innovation is non-existent. Revlon’s products are sold in drug chains and mass merchandisers and are regularly promoted with off price coupons. Charles Revson would be livid. But he would not be alone as a founding entrepreneur, nurturer of a great brand and yet, unfortunately, a life’s work diminished or extinguished by successors lacking the innovative gene.

Great entrepreneurs like W. T. Grant, Montgomery Ward and Pauline Trigere are rare. The ability to create, innovate, manage and grow a business is rarely found in a single package. Calvin Klein is a creative entrepreneurial genius in the fashion world. His partner, Barry Schwartz is the unseen business/management half of the Klein success. They compliment and balance each other. Whether their successors can continue to provide clothing designs that the consumer will desire is an open question.

It was easier for Germain Monteil to build her skin care line from scratch than it was for The Squibb Drug Company, after purchasing this growing brand, to maintain it. Germain Monteil products are no longer sold. There are far too many such examples.

In my work with entrepreneurs I am constantly confronted with examples of ambition not paralleling reality. As Clint Eastwood famously quipped in a Dirty Harry movie, “a man has to know his limitations”. It is a rare person that has the range of abilities to both launch and successfully build a product. Limits of ability or experience, however, do not close the door to potential success. The right partner, team or alliance can spell the difference between success and failure. Charles Revson was the whole package. His successors have proven themselves to be not of his caliber.

I love to discuss specific opportunities with prospective entrepreneurs. Please call me at any time to review your dreams.
Geoff Ficke 859-567-1609 www.DuquesaMarketing.com

by: Geoff Ficke

Aristotle Onassis was one of the most successful, publicized and examined people in the world during the middle of the 20th century. Today, years after his death, he is principally remembered as an ultra-rich shipping magnate, touring the world on his magnificent yacht and for his romance with the diva soprano Maria Callas and marriage to Jacqueline Kennedy. Before he attained business and social heights, however, he was a very rough, uncultured, non-work of art. His effort to change a dim future is worth a look: and is instructional as a teaching aid that anyone can utilize in pursuit of success.

Onassis was born in Turkey of Greek parents. At the end of World War l he, along with millions of others, was forced into refugee status and arrived in Argentina as a penniless immigrant. His Spanish was minimal, his education limited and his skills on offer were not highly prized. Nevertheless, he examined his circumstance realistically and with deep analysis. He recognized that out of post-war chaos would come opportunity for the agile and creative entrepreneur. Being broke was just an obstacle, not a closed door to Onassis.

As Onassis learned the ways of Argentine society and business he noticed that there were specific clubs, restaurants, hotels and theatres that were almost exclusively frequented by the successful business and political class. Always a keen observer of human nature, he realized that contacts and friendships of value to an ambitious fellow like himself could only be nurtured in this rarified realm. Onassis was determined to find a way in.

He worked mundane jobs, including a stint as a telephone operator. However, he was different from co-workers and other immigrants. He immersed himself in all things Argentine and he saved every cent he earned that was not needed for basic sustenance. Most importantly, he recognized the old saying; “the rich are different from you and me” was so true. He needed to emulate the rich in order to become rich. He never looked at successful people as the enemy. He had aspirations, not jealousy in his heart.

Onassis became addicted to quality in all areas of life. While still poor, he saved every peso until he could afford a Saville Row hand cut suit. He only had one suit, but it was elegant. He also observed that the rich seemed to appear healthier, happier. They seemed to sport suntan skin as a badge of their fortunate lifestyle. Onassis developed a lifetime addiction to pursuit of the perfect suntan. His tan was internationally famous long before the actor George Hamilton gained similar fame. To this day, a suntan is an emblem of the good life for the successful class.

A Saville Row suit, quality personal furnishings and a suntan that reeked of idle leisure and success were only a start. Onassis was still a rough cob. Nevertheless, he believed in his ultimate destiny. He would have a drink every night at the bar of the Intercontinental Hotel in Buenos Aires, the cities finest. Only one drink, because that was all he could afford. He still worked as a telephone operator, but he kept his parallel lives as a blue-collar worker and social status seeker firmly differentiated.

His nightly visits to the Intercontinental Hotel bar gradually lead to his building a network of business and social contacts. The famous Argentine soprano Claudia Musa frequently visited the hotel. She was an adored opera star and a cultured beauty. Onassis was basically nobody and a poseur. And yet, he pursued the beautiful singer, and with his usual tenacity he won her heart. This drive to win would be displayed in every area of his long and exciting life.

Onassis recognized that Argentine women preferred a type of sweet Turkish tobacco that was not widely available in South America. Utilizing his newly found relationships; he brokered an import deal for an inventory of the tobacco. He assembled the capital necessary to organize a small factory and began to market several brands of Turkish cigarettes. This small, but successful deal was the basis for his later international business prominence.

Onassis recognized that World War 11 was imminent. The movement of war materiel was going to become crucial to the Allies winning the war. Shipping would be highly profitable, if he could find an inventory of ships to purchase. With customary elan, he found a small fleet of sturdy but well used freighters on the St. Lawrence Waterway and arranged a tight line of credit to purchase the motley flotilla. He was on his way to becoming the most famous shipping magnate in history.

Entrepreneurs, in order to succeed, often must change elements of their personal lifestyle. We have all heard the old adage, “success breeds success”. No one practiced this truism more fully and instructively than Aristotle Onassis. He bought one high quality suit. He squired beautiful women. He went to the finest clubs, even though he could not afford much more than one drink. He used his new environment, new contacts and network to benefit his single-minded pursuit of success. Why did Willy Sutton rob banks: because that was where the money was! Onassis also made the elemental decision to hang out where the money was.

I work with entrepreneurs from all walks of life: no two are alike. One of the most difficult aspects of the entrepreneurial process that must be overcome is the need to adjust lifestyle. Sacrifice today will pay dividends tomorrow. Venture capital usually will not be found in a pool hall. The necessity to improve one’s self-presentation and to network continually is paramount. You must be constantly closing the sale, improving your skills and totally focus on achieving your goal.

Aristotle Onassis worked blue-collar jobs, spoke Spanish as a third language, was a displaced immigrant on a strange continent and had zero personal assets. Nevertheless, he organized a personal plan to overcome his obstacles and lead a life of legendary accomplishment.

I spend a great deal of time in my marketing and funding consulting work coaching inventors and entrepreneurs to overcome self-imposed hurdles. Some easily recognize the need to change habits and to utilize pieces of the Onassis template. They often have the ability to succeed. Many more unfortunately, decide that they know best, markets will adapt to their wants and a shortcut to success can be taken. They always fail. This is an absolute observation.

Contact me to discuss this article, other topics related to entrepreneurial pursuits or a specific project. Geoff Ficke, 859-567-1609, www.DuquesaMarketing.com .

by: Geoff Ficke

Every school child is imbued with a history of the American Revolution that glorifies the great accomplishments, political, military and social, of the famous founding fathers. We learn that George Washington; the Father of the United States was a great military leader, farmer, politician and stoic face of the revolutionary movement. Benjamin Franklin was an inventor, publisher, diplomat, self-made millionaire and audaciously wise man. John Adams was a wonderful raconteur, writer, philosopher and brave leader.

While we know much about these, and so many other great pioneering founders, we have lost much knowledge of the flavor and contributions that they made to improvements of every day life in colonial times. And accordingly, we have lost an example that can be so easily transferred to our modern world. These amazing men invented and improved according to the needs they confronted in a pre-industrial age.

Washington, as an example, was a wonderful brew-master and produced highly desired whiskey. He traded his brew very profitably and was greatly admired in Europe for the quality of his grain whiskey. His barter with European merchants for trade goods was one of the earliest examples of ongoing international trade between the colonies and Europe.

Of the famous men of the revolution, however, none was so compelling, diverse, rounded and brilliant as Thomas Jefferson; farmer, educator, statesman, politician and practical inventor. We know Jefferson was the founder of the University of Virginia, chief writer of the Declaration of Independence, Secretary of State, two term President and builder of Monticello. Today he is mostly forgotten as an inventor. And yet, Jefferson’s contributions as an inventor were most significant in his time and a wonderful example applicable to our present day.

Thomas Jefferson created products, inventions and enhancements based on the practical needs of his environment. As a dedicated and studious farmer, he was constantly seeking to improve crop yield. During his diplomatic work in Europe he was introduced to the Dutch Mold Board Plow. As he saw the device in use he noted that it was unwieldy and not as utilitarian as it needed to be. Nevertheless he saw the germ of an idea and worked to improve it. The result was the re-engineered Mold Board Plow of Least Resistance. This advanced plow enabled 18th century farmers to plow the ground more deeply, more easily and to conserve valuable seed thus increasing crop yield and profitability.

While serving as Secretary of State Jefferson was vexed by the need, and difficulty in keeping diplomatic and military secrets. His answer was the ingenious Wheel Cipher. Made from wood, with 26 spinning bands (one for each letter of the alphabet) this became the world’s most advanced method of transporting and protecting state secrets.

A visitor to Monticello is exposed to a number of Thomas Jefferson’s most practical inventions; many in use to this day. The Great Clock, invented without a minute hand, is still on display. To set the clock, Jefferson invented a folding ladder, that is still used worldwide in libraries. He invented a great Sundial that is still a marvel of engineering. The beds in the house are ingeniously hung from ropes that enabled them to be lifted and lowered to increase living space when not is use. On either side of the great fireplace in the salon are dumbwaiters. These were used to have servants send up wine and victuals without appearing physically.

As a man of the pen, Jefferson was continually reading, in deepest thought and preferred to work in silence. To facilitate his work habits he created the revolving chair as a means of maximizing his productivity. The ability to swivel, which we take for granted today, was revolutionary and enabled the user to have access to several work spaces and additional materiel from a single control spot.
The revolving bookstand was a similar invention. This ingeniously simple device enabled Jefferson to work with multiple books and reference materials simultaneously from a spinning stand of multiple, slanted easel ledges. The ability to cogently study and compare literature in a timely way is again something we take for granted but was an important improvement in the 18th century.

Thomas Jefferson was particularly proud of the Portable Copy Press he designed. This small, unobtrusive press enabled him to make multiple copies of important documents while he traveled Europe as a diplomat. People were amazed at the facility and functionality of the machine. Almost as famous as the Portable Copy Press was the travel case customized to carry the unit. It was essentially the first portable office with compartments for pens, ink, a variety of supplies, and, even a nightcap.

The genius of Thomas Jefferson, and so many of his contemporaries, was their ability to create practical devices that improved theirs, and their society’s circumstances. The created things they needed. Profit was not their principal motivation. They were driven by the need for more functional products that would enhance their ability to be more productive.

This is advice I give almost daily in my consulting business. Many people dream about inventing the next Post-It Note, paper clipper, zipper or Play-Dough. The successful inventors, entrepreneurs and small businesses I have worked with always become successful because they answer a need by providing a product or service featuring better features and benefits. Invariably, these advances arise from their life’s experience, either work, hobby or home.

Focusing on what we each know and live daily is the best path to entrepreneurial commercial success. Washington, Franklin and Jefferson invented things of value to their world. That model works just as well today.

Please feel free to contact me to discuss this article or a project you may be mulling. The opportunity to succeed as an entrepreneur has never been greater. Learn the lessons of history. Contact the author, Geoff Ficke at www.DuquesaMarketing.com , 859-567-1609 for a free, no obligation consultation.

by: Geoff Ficke

Most of us are familiar with the colloquial term “keep it simple stupid” or KISS. The phrase, often used derisively to pan a complex over-analysis of a problem, is part of the current idiom. The assumption that simplicity is the preferred route to successfully discovering the answer to a particularly complex problem is actually grounded on a 700-year old philosophical theorem: Occam’s Razor.

William of Occam was a 14th century Franciscan friar from England. His postulation, after intense study of the complex questions pertaining to religion, philosophy and science, was that the route to answering difficult problems lay in shaving away the complicated, dense alternative propositions and staying with the simplest, most obvious answer. The simplest choice amongst a menu of options was usually the best route to understanding and deciding a proper course to take in addressing a problem.

Occam’s Razor, or as we moderns say, “keep it simple stupid” is a rule that has proven timeless in the pursuit of answers to the great open questions of commerce, science and philosophy.

The great American designer, Raymond Loewe, was once asked: what was the perfect shape for design enhancement? Mr. Loewe, the designer of the Wurlitzer juke box, the Studebaker Avanti and dozens of other trend making consumer products thought for a moment and answered, “the egg”. He noted, “the egg is round, oval, oblong, is spherically variable from one end to the other, remarkably strong and yet fragile”. The simple shape of the egg had been invaluable to his creativity when addressing novel design ideas.

Note the lines in the world’s most classic automobiles. The 1963 Jaguar XKE is the only automobile included in the collection of the Museum of Modern Art in New York City. Collectors still marvel at the stunning profile of this car, the beauty of the low slung coach, and the simple, almost minimalist lines of its bonnet. Bugatti, Packard, Rolls Royce and Cord are just a few examples of rolling works of art that utilized an understated, simple but elegant approach to presenting timeless beauty in the form of the automobile.

The world is so full of simple solutions to problems that had been previously thought of as difficult that we now take them for granted. The zipper is an excellent example. The ability to quickly dress and undress, construct garments with utility and thrift and style cloth fabrics into more functional clothing designs was impeded for most of history by the question of closures. Bits of leather, strings, crude buttons, stays and various other primitive devices were used to close a jacket coat or pantaloons. Various closures were invented over the centuries, but the perfection and invention of the simple zipper revolutionized the art, and commerce of clothing production.

The Post-It Note, the paper clip, the staple gun, the Bic pen, fire, the wheel, nylon, champagne, chocolate, the printing press and myriad other inventions that seem so simple and logical today were conceived by “keeping it simple stupid”. Many a millionaire is rich not because of a new algorithm, or advanced spectrometer design, but because they have found a way to improve everyday life.

Occram’s Razor does apply equally to advanced scientific and industrial problems. It is utilized, usually unknowingly, to this day in the high tech world. However, for inventors and entrepreneurs seeking to market their idea, the simple assumption contained in this 700-year old postulation provides invaluable guidance. The answer you seek is probably near, almost certainly contained in your life’s experience.

My consulting firm, Duquesa Marketing, reviewed over 600 products, services and inventions last year. I remain amazed at the creativity extant today. Very few of the 600 will succeed commercially. Many variables effect potential product success in the market place.
Nevertheless, fully a third of these reviews contained exciting creative and marketable elements. Invariably these strong candidates for market acceptance included the tenets of Occam’s Razor. They provided simple, needed features and/or benefits that address needs.

Please feel free to contact me to discuss the article or a project of interest to you. I am a serial-entrepreneur and love to share creative juices with like- minded inventors. Geoff Ficke, 859-567-1609, gficke@msn.com , www.DuquesaMarketing.com.