MOVING FORWARD!!

BUILD BOOK BUZZ!

noreply@blogger.com (Claudia Castro) — Tue, 15 Sep 2015 00:43:00 +0000

Author Book Signing Tips
By Sandra Beckwith

Nearly every aspect of the book publishing industry – including the traditional book signing and reading – is evolving into something different and more interactive. Authors can even do them virtually, using webinars to address large audiences and Authographto sign their e-books.

In-person events are more engaging than ever, with demonstrations, question-and answer sessions, and hands-on activities. If you’ve got a new book and want to do signings, don’t expect to sit at a bookstore table and welcome a crowd of book lovers anxious to get your signature.

Simply writing the book isn’t enough anymore – you have to earn a book event purchase by interacting with people, whether the event is at a traditional bookstore or a different type of retailer. With all these ongoing changes, it’s hard to know what works and what doesn’t.

Here are six tips for planning an event that will sell books and leave you and your host smiling.

1. Plan an event, not a book signing. You want to engage your target audience, whether your book is fiction or nonfiction. When Marcia Layton Turner did a book signing event at her local Barnes & Noble for The Complete Idiot’s Guide toVision Boards, she didn’t sit at a table near the entrance. Turner taught store customers gathered in a second floor function room how to create vision boards with materials provided by the author and the store. “I shared the book’s message and showed how to apply it,” she says.

2. Consider non-bookstore locations. Go where you’ll find your audience – and it might not be at a bookstore. Be creative – if your book is a vegetarian cookbook, schedule an event at a natural foods market or the produce section of a supermarket. Your new cozy mystery takes place at a museum? Talk to the most popular museum in your area about hosting a presentation and signing. When Irene Levine introduced her community to Best Friends Forever: Surviving aBreakup with Your Best Friend, her hair stylist hosted a book signing at the salon. Their friends brought friends, too. Borders sold books on site to about half of the 150 attendees.

3. Market to warm. Are you an active member of a supportive group? Jackie Dishner, author of the regional travel book Back Roads and Byways of Arizona, sold more than 60 books at the weekly meeting of her businesswomen’s group. She kept members informed of her progress as she researched and wrote her first book, so they welcomed the opportunity to celebrate its publication with her. Do you belong to a similar group that might support you?

4. Develop a signature activity. Megan McCafferty, author of the wildly popular Jessica Darling young adult series, plays off the Barry Manilow songs featured in the series books by offering Barry Manilow karaoke – Barryoke – at her book signing events. It’s irresistible.

5. Don’t approach a bookstore to discuss a signing unless you’ve written your book for a wide consumer audience. Many bookstores won’t host book launch events when it’s clear that the audience for the book is too narrow – perhaps it applies only to accountants or nonprofit directors. Ask yourself if there’s a better place to meet your niche audience face-to-face. Go where the people you wrote the book for are already gathered.

6. Do your share to get the word out. Don’t expect your event host to do all the promotional work – collaborate so you reach as many people as possible. Contact the press, send an e-mail to locals in your address book and ask them to forward it, and use social networking tools such as Facebook events and Twitter to spread the word. Be prepared to invest time. Planning, promoting, and executing a successful book signing takes time, thought, and effort. It will all be worth it, though, as you watch those cases of books empty and your hand gets tired from writing with your favorite pen.

Get more author and book publicity tips and sign up for Sandra Beckwith’s free Build Book Buzz e-zine at http://buildbookbuzz.com/.

Work those boxes!

noreply@blogger.com (Claudia Castro) — Sat, 29 Aug 2015 00:43:00 +0000

Work your calendar to find your success.

It seems easy to manage your calendar but without the discipline to actually follow through each box, you might as well not have a calendar.

When scheduling appointments on your calendar the most important part of the appointment is not just setting dates and times of when you’re going to accomplish them, but actually following through with them.

Photo by: Matt Hodges

The Money Makers And The Rest

So you understand the importance of setting appointments on your calendar to meet potential clients, open your mail, going to the gym, doing your accounts payables and even having fun. Congratulations. Now what differentiates entrepreneurs who make money and those that don’t are those who actually follow through the boxes on their calendar.

If you have a calendar that includes setting appointments with clients, that time that you’re available has to be set. Do you meet clients between 1pm and 5pm everyday or just on Tuesdays and Thursdays between those times? Or are you setting appointments any time you can get with potential clients outside those specific times you've set for yourself?

Photo by 123rf.com

Time For Yourself

If you’re making those appointments with others, the appointments you make with yourself are just as important. Making time for yourself (as you’ll always hear echoing in your ears) is very important and this is why: Potential clients can see if you’re together or not and that means money. If you’re not making time for yourself you’ll appear as someone off balance which to potential clients, this can hurt their trust in you which can ultimately cost you a sale.

If you set the time to go to the gym at 6am, not making this appointment will set you back physically just as it would setting your business behind. Chances are that if you’re not keeping up on the treadmill, you're not keeping up with your business. You won’t have the energy it takes to wake up early the next morning after a mixer.

Photo by Jung Gushue

Color Code Significance

As good as it seems to color code what type of appointments there are like the color yellow for personal appointments to grey for home chores, that’s great but if they’re also not equally done with the same importance as the ones you make with your clients, you’ll still fall behind overall. Can you identify what percentage you spend on meeting new clients to organizing your home office? Would it make sense that those who are the busiest with accomplishing the color coded boxes regarding revenue generating tasks bring in more revenue?

What color are your appointments that make you money? Is your calendar filled with appointments in this color? What color do you code your appointments for yourself? Are you falling back in this category?

Evaluating my calendar each week helps me follow through on appointments I make for myself and with others. What does it do for you?

Protecting your Investment; Your business

noreply@blogger.com (Claudia Castro) — Thu, 26 Mar 2015 03:07:00 +0000

How are you protecting your investment?

Are there several channels that you use to market your business or do you have only one way to promote your brand? If you don't have enough marketing and promotion, your business investment dies. Everyone knows this, right?

No. Not everyone knows.

I talk to small business owners A LOT and it's the one cost that 99% of all small business owners don't take the time to figure out. Here are the reasons:

I already get my business from this one source.
All my advertising and marketing is done through (the same) various channels.
Doing that is too expensive.
I've already done that once and it doesn't work.
I don't have the time to learn it.
It's not my primary concern right now.
And the list keeps growing....

Most successful businesses from selling salt to selling a dream are experiencing a great return on their investment because they are optimizing not just one website but MANY!

To even think of not having one website is really a big loss your business may not afford to lose. Now is the time to take action more than ever because there are so many people and resources out there that can help.

However, just like networking takes time, so does your online marketing efforts take time. From having your own website, to optimizing your search engine where Google recognizes your brand and picks up your content to be found; to social media on various social media platforms, these efforts take time. When people who are looking for you have no problem finding you, your business will flourish.

Have you found ways to promote your business online?

I have since expanded my business to helping small business owners grow their networks by learning how to utilize the internet effectively. Creating a website is a snap but utilizing a search optimization for people to find you is critical and it doesn’t have to be costly.

Why not have your very own assistant help you find the right resource?

Let me know if you have an interest in having a conversation. This one is worth having.

noreply@blogger.com (Claudia Castro) — Wed, 11 Feb 2015 20:18:00 +0000

What I learned professionally in 2014

It’s not too late is it? I promised I would be writing on this subject and I really believe that whatever you promise, you need to fulfill.

Here are just some lessons I learned in 2014 in my first year in business. Maybe you have experienced similar lessons too in your first year and you’re most certainly welcome to share but looking back last year, this is what I’ve learned professionally.

I will read my successes by moving forward cautiously:

Sometimes in our excitement, we walk forward boldly and then walk right into a pole right after. In the excitement of realizing my successes, I will now look at this as a yellow flag to move forward more cautiously as I’ve learned to find the next land mine. How many of us does this happen to? We solve something only for it not to work the 2^nd time around?

First impressions are everything.

I have always wanted to give people the benefit of the doubt but when it comes to partner with that person or company or hire them, this will be highly taken into consideration. If they don’t care to impress the first time, they won’t intend to ever impress at any time or anyone. I found out this is typically 100% of the time.

Be more hands on in my business, knowing all the details as much as possible.

The best businesses are run with owners who know everyone and everything or as much as possible about their business. Unfortunately, the best way to run a business is to know what is going on.

Getting referrals on referrals

Sounds simple and something that is very common practice but how often do we really do this? If someone is making a personal recommendation, do we take his or her word completely? I have and it’s been explosive and makes it uncomfortable for the person who made the referral too.

All partnerships, employees and hired help are professional.

I get it. When your doors open for business so do all the people who are looking for work come knocking on your door. However, the best people to get something done are those who are busy, working and don’t have a hard time finding work. Sure there are exceptions but people who don’t respond, are not available or are hard to find are not fit for what I do or offer.

Get to know big partnerships first before agreeing to partner with them.

The money is great, the opportunity is there and the business will grow to the moon! However, even the biggest partnerships can be a catastrophe. There has been great opportunity to partner with bigger companies but at what cost? I’ve made decisions and have experienced having partnered with them and deciding not to.

Relationships first.

The way to build a business is by having great relationships. My legal counsel said that the majority of lawsuits happen because most people in lawsuits don’t know who they have partnered with. When a partner in a transaction didn’t want to meet me, the deal was off!

Every year will have it’s ups and downs but having a criteria of how I do business will create an environment that I hope will become more of a success story not because of my efforts alone but from a network of like-minded individuals who use practical sense, a strong work ethic and a silver lining of integrity.

Make it a great year!

What I Learned in 2014

noreply@blogger.com (Claudia Castro) — Wed, 14 Jan 2015 16:17:00 +0000

The only way to really make improvements and goals for 2015 is to review what was learned in 2014. Looking back from the first year in assisting small business owners and managers let me share what I've observed.

The landscape of short term rentals is rapidly changing. What used to be primarily for vacation summer cottages is now for guests also booking executive stays. A lot of experts are talking about how how to expand these businesses but I’d like to just share what I’ve observed interacting with guests, homeowners, websites and networking.

1. The competition between the number short stays available is growing.

I’ve heard a few times that although there was one time no one thought anyone would be interested in coming to Los Angeles for a vacation (I heard this twice from 2 different hosts), now their neighbors are offering their homes to short term renters.

2. Families with kids are not the only ones interested in a vacation home.

The spectrum of different types of guest’s and why they are renting short term is expanding so the way to handle advertising your property can vary in multiple different ways. There’s no need to post your rental on one listing website but which website and how you advertise is more important than ever.

3. Guests know what they want and know what to expect.

There is a broad range of people who are looking to rent homes who have now been renting someone else’s home for awhile. People know what to expect and if they don’t get what they want, they may or may not tell you but you can be sure they’ll tell their family, friends and especially the internet.

4. The days are numbered for renting out a home with no customer service, lower end amenities and unfair practices.

With social media and online information, reviews rule. Reviews written by consumers can make or break any rental. Bad reviews are typically parallel to little calendar activity.

5. The difference between owners who make a lot of money vs. those that don’t is simple.

Seasoned veterans are making great returns but not without tremendous efforts. It’s work! The best managers are very particular of the smallest details and are extremely protective of their reviews. Seasoned managers are most interested with what their customers want and make that their priority.

6. There are now listing sites for every kind and every neighborhood.

From savvy, younger generational renters to family trips with children, it really varies how your customers find their rentals. Who would be most interested in your home? For what reason is your home being rented out? Why are they are staying there? Is your rental cheap and clean or big enough to host executive overnight meetings? There’s not a one size fits all website to attract customers anymore and neither is there a way to attract guests for short stays either.

7. There is still a lot of confusion on how to run a short term rental.

Believe it or not, the basic fundamental of customer service is still hard to find. When I find someone who goes above and beyond making the guest happy, they are still the minority. However, these owners and managers are inspiring and influential and most importantly, almost always helpful.

8. There are a lot of people who haven’t heard of renting out someone else’s home – still.

When I talk to people about what I do, there’s about a 50% chance that they know how easily it is to rent out a home vs. a hotel. To think of it as a small business is even more rare but there is a growing number of people who realize the opportunity while the competition grows.

9. Good cleaners are hard to find.

The best cleaners are technologically savvy, communicate very well and are available; not an easy mix to find. When you find good cleaners, treat them well and with respect and shower them with love. They are a rare asset to your business.

1. If you are not putting in blood, sweat and tears in your vacation rental, chances are you’re not doing it right.

The only way to really make a short stay a mini-home is to think of everything that you’ll need from a few days to a few weeks reservation. Learning from various owners on what works for them has been a tremendous benefit to me and to those I work with.

So, with that in mind, I will make sure to be more hands-on for each property I work with , double checking, doing more walk-throughs, thoroughly train staff and continue to reach out to a growing number of host but not without writing down goals to hit first for 2015.

Great bookkeeping practices and why you MUST have one.

noreply@blogger.com (Claudia Castro) — Sun, 05 Oct 2014 23:36:00 +0000

If your rental is doing good or even taking in any sort of income, the amount you profit can come down to how well you keep your accounting records.

No one expects to actually be running a full-fledged business when deciding to try making extra money renting his or her home but the truth is, from the moment you list your home, you are open for business!

One suggestion I always try to communicate with homeowners is that running a short-term rental whether you hire a manager or not, is a decision similar to opening any other business.

When I opened a virtual assistant business I naturally hired a bookkeeper. Although I wanted to have one for my personal expenses and have been advised to do so, I most certainly wanted to have one just for business expenses. What I learned early on was what to charge, how to accept payment and most importantly I wasn’t doing the same work over and over. Was there a learning curve? Absolutely!

What I mean by this is, all the expenses you make throughout the year and for the following years can be recorded just once. That’s it. Not over and over again which is what we do when we use an excel spreadsheet to keep track of our income and different rental income when we have multiple units.

What a bookkeeper does, is record it once with you and once it’s recorded, whether as a deposit in your bank account or as a payment you make, it becomes automated. All your bookkeeper does is ensure everything that is recorded is applied to the right account.

Here are some false myths of having a bookkeeper and why:

1. Bookkeepers are too expensive.

a. The only reason they become expensive is when your bookkeeping is completely a mess and the time it takes to fix it, is costly. Alternatively, for the cost of monthly maintenance, what it can do is keep your stress levels down, leverage your time by becoming more efficient and determine your income or loss at any time. With all these, the cost is nominal. Once you become organized and realize what it costs to have your financial statement reconciled for you month after month, you’ll hate yourself for waiting so long.

2. I don’t need anyone to handle my books but me.

a. Unless your career has been in bookkeeping or you are a CPA, don’t try to pretend that because you know how to create an excel spreadsheet you know accounting. Many accountants if they’re good can recommend a better merchant service, a better way to record expenses and even advise you what may not be considered a deductible or better yet, what is. A really good accountant can also inform you what is not working by sounding an alarm. Are you spending too much on crediting people? Your accountant should be recording these as a loss, which, by-the-way can be a deductible in and of itself.

3. A bookkeeper will steal from me.

a. Anyone can steal from you. The key is to know what are good practices. Always listen to your gut feeling. Should your bookkeeper know your banker and have permission to meet with him while you may be “out of town?” Are you handing out signed, blank checks “just in case” your bookkeeper needs them? Are they just reconciling your books or are they recommending how and who you should be crediting, charging, creating a package to sell?

A great bookkeeper will keep track of your expenses as well as make sure you’re clear of what your expenses are. Having access to your accounting software to write checks, check your balance and forecast from your own home is imperative if you truly want to make sure no one is stealing from you.

The last and probably biggest reason to have a bookkeeper is if you ever get audited. When your books are organized and presented very neatly, your auditor is less likely to question more intensely. And with the outlook of how short term rentals are being highly scrutinized lately with the rise of popular websites, having your business organized financially cuts through any questions of how you are running a business because you just are.

The Hardest Part of Being an Owner

noreply@blogger.com (Claudia Castro) — Thu, 07 Aug 2014 20:25:00 +0000

How to delegate the tasks you don’t want to do and find the time to enjoy what you do best.

After working with homeowners now for a while, I’m learning it’s not the challenge of selling them on the idea they need because we all do! The challenge is showing them how to use help on a monthly basis.

Isn’t this the challenge of every boss? The best assistants can read minds, have the work for you before you even ask, already know what to do every day and actually keep you organized more than you can keep yourself organized.

Sounds great doesn’t it? Just like how it is in the movies, right? Where the assistant is behind the boss with that cup of coffee, note pad and taking directions the boss spews out in a direct, purposeful manner as if the entire vision of boss and assistant always works that way.

Well, not all people work this way and I’m talking about on either side. The boss is not always the greatest at delegating and the assistant is not always the best at keeping score.

So where does that leave you?

The best way to start with finding out what you need help with is writing it all down. Whether you are the assistant or the boss, writing it all down can make a difference. What do you need help with? Even if it’s just bullet points, this can be the first task you can do whether you are the assistant or the boss.

These bullet points can turn into descriptions.

The descriptions can turn into priorities and before long, there is a schedule of items that can be checked off by who else but your assistant. Even if it’s dividing up the tasks and tackling each one.

When running a vacation home, the best homes with the highest returns are the ones run by owners that pay attention to the details. Even if the details are all in your head, the details that are written down show better results; better reviews, more repeat guests and satisfaction of knowing the guests had an enjoyable stay.

If you don’t always know how to delegate or what is needed, start with a list and go from there. Whoever you have help you, will pick up the ball and begin to read your mind after some time if they’re good. It’s tough in the beginning but after awhile, you should notice your time is more valuable than you think.

What Do Guests Expect to Find in a Hotel?

noreply@blogger.com (Claudia Castro) — Thu, 24 Jul 2014 20:23:00 +0000

The same amenities that are found in hotels can now be found in most vacation rentals.

After servicing many homeowners and property managers now for almost a year, I have recognized a standard list of amenities that are typically found in almost all top-notch vacation rentals I’ve serviced.

Here is a list I’d like to share with homeowners and guests alike.

Plush towels and a lot of them. Good towels make your guest feel very welcomed and are a luxury. To have a lot of good towels is standard but to have them rolled and laid out as if your guests are in a five star hotel is exceptional.

Storage – is not to be missed. Guests typically don’t like to use suitcases for storage and a good dresser or place to stack their shirts on vacation makes guests feel that you are looking out for them. Smart homeowners shop at consignment stores.

Alarm clock – as a backup. Yes – most people have an alarm clock on their phone but statistics show a lot of people like to have a backup when they are trying to catch a plane and is just another item you don’t want to reach for and it’s not there.

Black out curtains – for people to sleep. When people are on vacation what is the number one activity they like to do? Sleep.

Wi-fi – is a must. If you don’t have Apple TV, that’s ok but, no Wi-fi for their devices could really damper a vacation. Who wants to return to a vacation home without Wi-fi?

Waters – How do you compete with hotels? Provide waters in a full size fridge at no cost to your guests. What a nice way to hear “Welcome” without the owner actually being there.

Small Safe – is typically found in more seasoned rentals which is good enough reason to add one to your rental. Here is one for under $100: http://bit.ly/1n6W39z

Hair Dryer – not found on the wall. I thought it was a good idea at one time until I was subject to using one in a vacation home. A good way for your guests not to accidentally take it is probably to have it’s own storage bag which the hotels have figured out. Here is one with hemp string for a rustic look: http://bit.ly/Wtihs2

No matter how small or large the property is, statistics show that when guests are better served they will request your property again.

noreply@blogger.com (Claudia Castro) — Tue, 22 Jul 2014 02:02:00 +0000

And now introducing….

A simple solution to your vacation rental needs.

I'm working harder than ever to make life easier for you. I'm keeping you informed and up to date of the latest technologies, staff and innovations for vacation homeowners and boy, are there a lot!

The latest is building a team of concierge services for your guests.

ü Are they welcomed on their arrival?

ü Is your refrigerator stocked with items such as waters, OJ, drink mixers,

and breakfast items that are happily paid by your guests?

ü Is your coffee station stocked with regular and decaf coffees? How about

teas and sweeteners along with the sugar?

ü Are they having a hard time turning on the TV or could someone show

them around?

No matter how small or large your vacation rental is, statistics show that when guests are better served they will request your home again and again.

What more can an assistant do for you?

www.VacationHomeAssistant.com

Knowing Who To Partner With

noreply@blogger.com (Claudia Castro) — Thu, 24 Apr 2014 05:30:00 +0000

As I move about the land of enterprise, I realize their a lot of has and has-beens. There are a lot of people who are taking their business seriously and those that are in it for the ride. Yes – it does help that I’ve had some study in what is right and wrong as I have found a faith with trying to find peace. Lately however, I’m not only finding myself discerning the difference between right and wrong but graduating to a decision of what I want to be a part of and what I don’t want to be a part of.

And a lot of this has to do with who I identify myself with. You see, when you go into business for yourself, you almost have to know your own identity. You have to not only know what you are made of but who you are and what you stand for. I’m really beginning to discover that there are those who invest thousands if not tens of thousands of dollars before they’re familiar with who their most important partner is; themselves.

Entrepreneurs can whine and mope about how they were taken advantage of, how they were undermined, sued and forced into these outrageous decisions that eventually caused their demise but at the end of the day, who is left staring at them in the mirror before they go to sleep but themselves?

It’s tragic and often a shame when good business goes bad because of a bad relationship. The lesson however I find is to know who you are, what you stand for and what you can put up with.

One you know this, you alone become the standard of your XYZ, Inc. company. Make no mistake; once you slip, you know where to never tread again. Once you fall, you should know just what made you fall. We all make mistakes and it’s through these series of mistakes that we learn. It’s those nine out of ten times that it’s that person staring at you in the mirror however. I know. It’s a tough pill to swallow.

Just keep in mind that part of the reward of making your business successful is from what Jim Rohn, a top guru on success who has taught millions of people throughout his career in countless seminars; the success of business is found in who you become. It’s the quest in not just the enterprise but finding out just what you are made of and when you can figure this out, you begin to quickly weed out those that don’t blend in with what you have grown into. You surface to the top because you have worked on yourself, fine tuning and changing what hasn’t been working within you.

It is the refinement of what you discover at the pinnacle of success that is the most sweet tasting. However, you don’t make it there because you are not sure of who you are. You find the sweet taste of who you have become and how far you have come. Right?

If you have found the road of what you are made of, chances are those that you have surrounded yourself with are made of the same fruit. And it is through those that you have surrounded yourself with who have helped you find the success.

Rethinking failure: Barbara Corcoran at TEDxBarnardCollege

noreply@blogger.com (Claudia Castro) — Fri, 28 Mar 2014 20:26:00 +0000

More Harm Than Good

noreply@blogger.com (Claudia Castro) — Mon, 10 Mar 2014 17:34:00 +0000

The problem with mass media reporting:

Why do we rely on blogs? Why are blog writers becoming more and more trusted sources just like people’s reviews on Yelp more popular than the newspaper critic?

I’ll tell you why.

When they report stories like how companies are collecting your data based on what you post or not post on Facebook without telling you why they are harmful, is questioning.

And what I don’t understand is what the point of this article was. Why should we be concerned?

As a sales and marketing professional, I'm telling you, this is how commerce has always worked. Welcome to E-commerce. These are how sales are now generated. Companies pay for leads, information, demographics and where you eat as well as what you eat to advertise to you.

Plain and simple. Companies always have, always will and have been doing it for about 100 years. Those billboard ads that you have seen since the 1940’s have always been strategically placed.

Companies are now more at an advantage to increase their sales like never before. The direct approach of putting your favorite foods, the medicines you need and the places you enjoy go right to your door; right to your computer; on your Facebook page.

Get over it. What harm does it do? Absolutely nothing.

What harm does news stories on public TV like this do? Keep people in fear and keep you in ignorance.

Can your million dollar idea be stolen?

noreply@blogger.com (Claudia Castro) — Fri, 07 Mar 2014 23:32:00 +0000

There is plenty of water for the fish in the sea.

A common impression I get when I talk to people about business ideas is the issue of competition and ideas that could be “stolen.”

The idea that your business would be completely wiped out with someone stealing your idea would be completely your fault.

Why?

Ideas are infinite and the possibilities to create and expand your business has no end. Collaborate, extend yourself, share information and network! It’s through this process that many successful businesses find themselves succeeding well beyond the majority who are sitting in fear.

The fear of your competitors ‘taking your idea’ is like being a fish in the sea afraid there won’t be enough water to go around.

What are you afraid of?? Just start swimming!

A deal's a deal...

noreply@blogger.com (Claudia Castro) — Tue, 29 Oct 2013 20:48:00 +0000

In our quest of financial freedom, free enterprise, going against the grain, whatever you want to call it, let's not forget that we are still a business person out to make the most money possible. Emotions, friendships, strong loyalty, etc., does not always pay.

The truth of the matter is that when it comes to the bottom line, what kind of deal are you getting? Is the deal you're in leaning towards your favor? Are you financially, getting the better end of the stick?

One of the biggest mistakes people make is one I've learned years ago from a mentor/manager who gave me the best advice I'll never forget;

"Never take your eye off the money." If you do, what are you in business for?

In the big picture, one of the best examples of this is how Stephen R. Covey drives home the point that it won't matter in the least how hard we work or how high we climb if the ladder we're on is leaning against the wrong wall.

Now when I'm in any deal, I will always question whether the deal, contract, negotiation is in my favor. It's what I've found to be my own checks and balances.

My question to you is, what kind of deal is your ladder leaning against?

Hard Decision For the Up-And-Coming???

noreply@blogger.com (Claudia Castro) — Sat, 26 Mar 2011 05:40:00 +0000

One of the hardest decisions an entrepreneur, dreamer, ambitious-achiever may have to make, is whether to get a (side) job or not. Sure, it’s not where we want to evidently end up or settle because we think we’re short-changing ourselves.

We want to believe we’re determined. We’re so focused.

However, why did Clint Eastwood dig up pools for the rich and famous while he auditioned at night including other various jobs including a gas attendant? How could someone like Tommy Hilfiger sell clothes from his trunk or Stephen King work as a janitor? What’s really funny is Jerry Seinfield selling light bulbs while working for free as a stand-up comedian but David Lee Roth? Emptying bed pans for a living?

I know it’s hard to even think of working a measly job while pursuing a dream. I too thought it difficult.

What I’ve learned is that sometimes the goal of achieving our dreams takes time. And it’s what we do with that time that determines our ability to sustain the time we need until we come to our success. Not if.

Ya but are you...great at it????

noreply@blogger.com (Claudia Castro) — Sun, 13 Feb 2011 23:08:00 +0000

It's great to have goals of having more, achieving more and getting more out of life. Yes, we'd like the cars, the houses and all the greatest and latest gadgets to show how successful we are.

After thinking through it though I think I'll settle for just being great.

Great at what I do and great for doing it.

Just Curious....

noreply@blogger.com (Claudia Castro) — Wed, 02 Feb 2011 05:32:00 +0000

I see a billboard everyday on my way home from work. It reads:

"Recession 101:

Chill
Stay Calm
Panic feeds recession."

I'm just curious... who paid for this billboard? And why isn't the sponsor's name on it?

I Think We've All Been Had....

noreply@blogger.com (Claudia Castro) — Tue, 01 Feb 2011 06:07:00 +0000

If we are no longer allowed to have the free bags to carry our groceries out of the store, what does the AB1998 law represent for the trash bags we will now have to purchase? You know the kind; the Hefty trash bags we take from the box to...the trash.

I wonder if the produce bags will run out more. I mean, will I have to buy the Glad baggies more now too?

Is this about money? I'm just curious because for some reason, I don't see innovation in this cause at all.

Goal Setting – Epiphany #1

noreply@blogger.com (Claudia Castro) — Sun, 23 Jan 2011 02:00:00 +0000

Goal setting is a skill, not a makeshift to-do list. I know most people are not successful because they don’t know what they’re trying to do. I mean, just look around. (A category I have belonged to for far too long.) I’m not talking about the honey-do Saturday list either.

I need to become a master of how to set goals. Thanks to Eric Lofholm,’s “How to Master The Art of Goal Setting," I'm learning how I’ve fallen short. It’s not only a process but it takes an awful lot of determination to find out what my goals are.

I don’t even think I’ve ever tried to accomplish the things that will lead me to what I’ve been looking for in the long run although I always thought I did. For example, I’d like to travel to specific places because ordinary travel bores me. But more clearly, Morocco is a place I want to have breakfast in my riad, shop at the souks and eat Moroccan food. (Yes, I know where I'd like to stay too.)

Sure, I’d like to make X amount of dollars by X due date or achieve a certain level in my career by X date but brainstorming for each goal allows me to think intently at my goal and custom my daily activities... yes daily. I'm designing a life and building on it daily.

Jerry Bellune says in his book, How to Lead People and Master Things, to “Take time to do your research and think though your plan. This is a commitment you are making to yourself to set and achieve worthwhile goals.” William Manchester, author of Winston's Churchill's biography writes about how William James “once wrote that men of genius differ from ordinary men not in any innate quality of the brain, but in the aims and purposes on which they concentrate and in the degree of concentration which they manage to achieve.” Manchester says that Churchill possessed this quality.

Intensely focusing on my goals, having the reasons to back them up, writing down the actions I need to take for the vision of what I’m building and seeing myself in a month, six months and a year from now in a completely different place makes me feel passionate. And isn't being passionate of what we do is really what it’s all about?

How Can You POSSIBLY forgive???

noreply@blogger.com (Claudia Castro) — Wed, 20 Oct 2010 23:29:00 +0000

I’ve seen many videos, read many blogs and have read a few books from none other than the Millionaire Messiah™ Randy Gage but THIS ONE, caught my attention and really made me ponder. His comment (taken from yet another book I need to read) was, “How can you forgive someone if you’re suing them?”

I’ve never been in a lawsuit but I’ve taken someone to court. I didn’t win but I always thought I won in the long run. However, what this video made me ponder was, who cares!!!

These are the victors I need to claim; the lessons I need to learn. It’s not the point that “I win.” I win when I can forgive: not for them but for me. Take a look at the video above to see what I’m talking about. Who do you need to forgive? Have you ever sued someone before?

Cool Business Name

noreply@blogger.com (Claudia Castro) — Sun, 17 Oct 2010 21:51:00 +0000

I listened to a an interview with Phil Vischer, creator of Veggie Tales and learned of his journey in creating the cute cartoon. I'm not familiar with who he is but I'm really familiar with his Veggie Tales cartoon. I sent it to my nephew and he loved it.

What I loved more however, is how he created his company name. He realized how much he idolized his past business by having a dream so strong that he prayed for this dream of his to happen no matter what. So after becoming defeated the first time around, he named his new business Jellyfish Labs to remind him how fluid his business is. He said jellyfish are fluid, flexible, only visible in water and are beautiful that way - not on the beach stiff and unidentifiable.

Isn't that what our dreams should be? Aren't they supposed to be flexible? What a great interview and a great reminder not to hold on to our dreams and endeavors too tight. After all, doesn't it take a few mistakes to hit our target anyway?

Remember the Chilean Miners

noreply@blogger.com (Claudia Castro) — Sun, 10 Oct 2010 21:51:00 +0000

It’s amazing how current events make us ponder what’s really important. Sounds like a cliché but isn’t it true?

As I’m running on the treadmill and watching CNN, I see what looks like the Chilean miners being rescued and I was immediately gratified. However, after reading the prompts, I see they’re still days away of rescuing them. What truly was amazing though, was a rescuer saying they weren’t digging for gold or silver, they were digging for men. I nearly stopped in my tracks.

Now, I’m not saying that I no longer have an interest in investing in precious metals, I’m thinking what a dangerous job miners have. The truth is all miners do. My diamond I received when I got engaged became much more symbolic to the honor I received when I got engaged. I received a stone that was extremely dangerous for someone to get for me to wear every day.

I am no longer just honoring my marriage, I’m reminded that I’m honoring those men and possibly children who may have been involved in digging up my very own stone and who knows how many others were involved.

When people dishonor their marriage with lies, affairs or just have a disregard for it, they also disrespect a string of people who may have given up their lives for us to be honored with a tradition, a vow, a way of life we call marriage. If you're married, what do you have? Is it gold, silver, platinum or a diamond? What about a class ring?

My question is, if the thought of being married is not just a vow to God, how about a vow to humanity? What have you been blessed with that you can claim to be honoring humanity?

COMING CLEAN....

noreply@blogger.com (Claudia Castro) — Fri, 08 Oct 2010 03:57:00 +0000

The other day it hit me. With all this advice on the internet about what to do or not to do, I realized that most people don't like to be told what to do if you're sharing your viewpoint. Regardless of the sales tactics that people like to be told what to do, people like to buy (or think they are coming to their own conclusions, not to be "sold").

So, from now on, as I'm so compelled to share what it is I'm learning or have learned, I promise to do just that. I mean, we all like stories, right? We all like to hear how others have been embarrassed, humbled or have maybe just had an epiphany from something they saw, right? Right?

So from now on, in the true spirit of journalistic writing gone Reality, I will share what I discover in hopes that maybe you are discovering the same thing and when more and more of us share with each other what we are discovering, perhaps we will find a new world. A more creative, prosperous and effective community. Not just a community that's "in our heads."

When the times get tough, the tough get going... and keep on going...

noreply@blogger.com (Claudia Castro) — Sun, 29 Aug 2010 18:03:00 +0000

So you don't feel you need any personal development? You don't feel the need to have any kind of "self-help" education? I mean, why waste your time to go to weekly support group sessions to learn from?

I mean, we're adults, right? There's a certain age where we feel we've had as much "experience" there is and we're perfectly able to steer our own ship, right?... Right?

John Wooden said he was most puzzled with those who don't believe in anything. He said we all had to believe in SOMETHING.

What do I believe in? I believe in being prepared. I once thought that self-help books, meditation, self-discovery seminars were like singing Kumbaya's around the fire but when life hits you at full speed like a loved one facing a disease or even you facing a terminal illness, a divorce,a tragic event, death, whatever the case, do you know where to turn to? What do you embrace when life's unexpected difficulties knock on your door?

We all face them at some point in time but what we may not be prepared for is how to process it all. And learning this process is from constantly working at it on a daily, weekly, monthly or even yearly. Those philosophies we believe deep down in our soul, that support group we meet with on occasion, or that place we go to where we can be refreshed can be incredibly life saving when the times get tough.

Laugh all you want but when the hard times come, do you know where or who to turn to? What do you turn to?

Are You a One-Hit Wonder???

noreply@blogger.com (Claudia Castro) — Tue, 24 Aug 2010 06:37:00 +0000

Do you know how to be amazing? After reading such an inspirational blog from Network Marketing Pro Randy Gage's post: here I'm not only inspired but I'm reminded to celebrate who I am!

When we are conscious of greatness; of feeling great in our "own skin," I think it means that we've accepted our personal quirks and celebrate them!

I've always been embarrassed about being into songs that are one-hit wonders. You know the kind, the squeeky, high-pitched, disco-pop songs that everyone wants to forget, that you'll only hear on public radio? (The kind you'll hear in your car when driving alone but NEVER with anyone else in it?) Well, I love them! However, when I accepted this fact, it wasn't until this moment that I realized a sort of freedom.

My mom said she was surprised to find that maybe she didn't even know how to feel happy but I don't think this is too far-fetched with how most of us feel. Is it because we don't accept who we are?

Come on. Who do you know who is into things that are so absurd but you love them anyways? Do you love them because they are insecure of themselves or because they accept who they are, no matter how stupid their beliefs or what they like are?

Honestly, go out and don't just be amazed; BE amazing!!!