Take The ‘Scrappy’ Route To Success

CHICAGO - Marketing maven Terri Sjodin is a big advocate for getting "scrappy" if that's what it takes to find success.

In fact, she titled her recent book "Scrappy: A Little Book About Choosing to Play Big." Sjodin is the principal and founder of Sjodin Communications, a public speaking, sales training, and consulting firm in Newport Beach, Calif.

The book was published in late 2016 and Sjodin spoke with InsuranceNewsNet Publisher Paul Feldman about her ideas for success.

"Most people are pretty happy, so why do they need to get scrappy? Some people get scrappy because they want to get a new client," she said. "Sometimes they just want to earn the right to be heard. Sometimes they’re trying to get a promotion.

"Usually, people have had enough irritation to want to break out of where they were."

A Scrappy Strategy

Scrap alone won't get it done, Sjodin concedes. That's why her books only start there. All the grit and determination in the world isn't worth much absent a plan of action, she said.

"A scrappy strategy encompasses all of your efforts," Sjodin explained. "That includes research, due diligence and sweat equity. It helps you to channel these efforts in the most productive directions, and it’s the tactical planning necessary to achieve a specific goal."

If you can take that determination and effort and combine it with creative ideas, then you have something, she added. One of Sjodin's favorite examples comes from the movie Wall Street, where young Bud Fox, portrayed by Charlie Sheen, longs to be more than just a stockbroker.

Gordon Gekko is who young Fox idolizes, so he hangs out at his office for 59 days in a row. Although persistent and bold, some might say "scrappy," it doesn't get Fox inside the door until he schmoozes Gekko's secretary.

From that interaction, he learns that his target likes expensive cigars and he buys Gekko a box. The rest is cinematic history.

"This is exactly what small- and medium-sized businesses and even people who work within large companies are facing every day," Sjodin said. "We can be persistent, but if you really want to capture someone’s attention, maybe it’s time to get scrappy."

InsuranceNewsNet Senior Editor John Hilton has covered business and other beats in more than 20 years of daily journalism. John may be reached at john.hilton@innfeedback.com. Follow him on Twitter @INNJohnH.

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