What do Goals have to do with Money – Executive Success Australia

What do goals have to do with money? What does Soccer have to do with Goals?

With more and more financial strife being promoted in the media and other silly financial decisions being taken by governments it is easy to get fixated on money.

YES–we do need money to live in the western world! However it is not an object–it is the results of doing something for someone of value. To do anything at all you must have a purpose…

This applies to an individual and any group.

You must know the goals and purposes of your company to effectively:

1)      Get full staff commitment and productivity.

2)      Know which roles to fill, in what sequence.

3)      Correctly financial plan for growth.

4)      Set priorities on a daily, weekly and monthly basis.

5)      Create sensible company policy

6)      And more…

You can see that there must be a game, a target, a dream one is working towards. All management and administration and in fact, work, must be aligned in that direction. We feel happy when we know we are making progress to achieving our dreams and we feel unhappy when this is not clear. This applies to all personnel in the company and not just the owners and executives.

The staff need to know where the company is going and given this is a worthwhile objective, will support and contribute greatly in attaining it. They can take pride in doing their part in helping get the job done.

A business is just like an individual it must have an overall guiding purpose or it will not work in unison and will not achieve anything.

I remember vividly the French beat the Brazilian soccer team in the 1998 Soccer World Cup, 3 -0. They did not have the superstar players but were a unified team with set policy. The Brazilians played like a group of brilliant individuals with the purpose to be stars! A team with a clear goal and purpose will always beat a collection of more talented individuals with no group purpose.

Clearing up company goals and purposes with your team can create more cooperation and production than you can imagine. Make sure you have it clear first!

If you have any questions or you would like to register for the Executive Success newsletter contact me at info@executivesuccess.com.au

Oisin Grogan


Executive Success Australia



The Advertising Failures of Franco Cozzo – Executive Success Australia

Grand Sale, Grand Sale, Grand Sale. Where, in Brunswick and a-Footiscray.

Who can forget these words from this 80s iconic ad. Whether anyone would have bought that style of furniture has always been a question I have had, but you know what – he was successful.

Watch the original ad below.

What ever happened to Franco Cozzo?

You might be surprised to know that he still has a store open in Footscray.

Here it is, looking a little bit worse for wear.

He was quite a celebrity in his day. Who couldn’t recite the lines from his ads. They were almost as well know around Melbourne as the words to “Mary had a Little Lamb”. He was easily one of the most recognised brands in Melbourne.

By about the mid 90s, rumours started to spread.

Here is one rumour I heard from a Policman’s daughter back in 2001.

“Franco Cozzo is a major drug dealer in Australia. His stores were set-up as a staging ground for his drug shipments. The drugs were being shiped inside the furniture itself, in the legs of the chairs and tables.

“Every time an ad was aired on television it was a signal to the drug cartels that a new shipment had arrived and was ready for distribution.”

Very interesting story and I bought it for quite a number of years, assuming that he had gone out of business due to these “criminal” activities. Of course there was no proof of any wrong doing, but his TV ads had stopped and it was the only explanation that I had come across.

Of course these rumours were completely false. According to an article in The Age “What ever happened to Fracco Cozzo” by Michelle Griffin, his son Lou went to court for drug trafficking. This had nothing to do with the stores or the rumours that had spread.

The mistake of Franco Cozzo

Franco Cozzo became famous for one reason, regular advertising.

Why did everyone know him? Because he advertised week after week for quite a number of years. In fact he became a celebrity through sheer volume of communication.

This same phenomena has occurred for a number of business owners in the last 10 years. Examples include Chris & Marie (Chris & Marie’s Plant Farms) and Frank Walker (National Tiles).

So Franco Cozzo made one very big mistake – he stopped advertising!

A business is similar to a living organism. What is the major difference between a living organism and an inanimate object? Simple, living things communicate.

Have you ever had this feeling before, a good friend stops talking to you all of a sudden. No phone calls, letters or e-mails. Did you get the idea that something bad must have happened to them?  The chances are if the communication was just cut off suddenly you thought something bad.

The same applies to a business. If a business all of a sudden stops communicating (advertising) this same phenomena occurs. People assume something bad must have happened, such as the business had closed down.

People don’t like to be in a mystery. They like answers. When a person or business suddenly stops communicating, it creates a mystery. Why have they stopped communicating?

To remove this mystery people will invent answers. You will have experienced this before. When someone stops talking to you all of a sudden you will invent answers as to why. Have you ever waited a few days for a phone call from a boyfriend or girlfriend? I bet you came up with some pretty interesting reasons why they hadn’t called you. This is what happens in business.

The worst thing a business can do is to stop communicating or to stop advertising.

When business is tough what do most businesses do? Cut their advertising and marketing budgets! I have seen this time and time again. And what does it result in – financial disaster.

When business is tough the answer is not less communication but more communication. To lessen ones advertising or communication is to create in the minds of your audience the feeling that you are in trouble, closing down or already closed down. It is also the perfect way to start a rumour mill, as people will invent reasons why you have stopped advertising.

What is the answer?

In tough times the answer is not to cut your advertising budget but to use Intelligent Promotion to increase your sales.

There are fundamental principles of Marketing and Promotion that you can use to gain greater response for your advertising dollar.

Don’t make the same mistake as Franco Cozzo. Never, never, never cut your advertising and communication to your clients.

Remember in the minds of your customers, communication = life and survival.

In future Blogs I will explain exactly how to use Intelligent Promotion to increase your sales and get out of a tough business situation.

Kane Hooper
Specialist in Business Turnarounds and Accelerated Growth
Executive Success Australia


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