Community Economic Development Fund

Use the Yogi Berra method

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One of beloved baseball legend Yogi Berra's famous malapropisms was "You can observe a lot just by watching."  Many of his supposed quotes are inventions -- although Yogi is documented to have spoken "I really didn’t say everything I said" -- but even those do have a grain of truth beyond the chuckle.

I like to think Yogi meant that you can learn a lot just by watching. And what I mean is small business owners must develop a keen habit of observing what makes up successful competitors, ventures or techniques and learn how to implement the essential elements. Typically, this observation is a self-taught skill. Few owners have been through a formal course of study, for instance, in how to sell. But they find themselves in desperate need of becoming expert in sales and marketing with limited resources to hire an ad agency or a team of sales professionals to boost the results of their catering, landscaping or industrial product companies. The only solution is self-education and imitation.

I love this article because it provides such a clear example of the many elementary lessons waiting to be gleaned, as Yogi would say, just by watching. The article is about e-commerce but one doesn't need to be selling online in order to apply the examples. They can just as easily be employed in a menu presentation, a package of lawn services, or the way a B2B sell sheet is organized.

And while the article deals with the visual, the underlying impact can include everything from pricing to buyer psychology. But analyze carefully to be sure you are incorporating the correct lessons. As Yogi might have said, "If you can’t imitate him, don’t copy him."

-- Frederick Welk
CEDF Business Advisor



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