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introduction
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habit 2 | habit 3 | habit
4 | habit 5 | habit
6 | habit 7 | conclusion
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In this case the owner relies solely on his or her own abilities or the abilities of an untrained staff member to solve critical marketing issues. While the out-of-pocket cost of this approach is lower than bringing in outside help, the real cost can cripple or kill a struggling catalog company.
 Generally everyone in the organization knows there is a problem: sales are flat, cash is tight, morale is low, and profits are slim. The company is just not growing, and it is especially frustrating for the owner. No one in house seems to have the time or specialized catalog experience to correctly diagnose the problem and prescribe the best solution. The in-house team often lacks exposure to advanced or even basic catalog marketing principles and techniques. Junior staff members may not challenge the assumptions and beliefs of the owner/manager; therefore, deep-rooted but elusive problems linger on, or get worse. Everyone involved is so close to the business and its problems they begin to accept the problems as a fact of life. Mediocrity becomes the accepted new standard.
The frustrated owner does not want to succumb to the new low standard nor does he want to add to overhead by hiring an experienced marketing manager.
Maybe it's time to look outside of your company for new ideas. Get an expert who can see opportunities you may be overlooking and who can quickly diagnose the cause of a problem and outline a solution. Break the "in-house" habit with an expert who knows how to profitably grow smaller catalog companies.
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