Jeff Lind

Rachael Ray, Chef, Author and Entrepreneur shares insights from her personal success we can all learn from in a recent article in Business 2.0 magazine.  “You have to have an open mind when those early opportunities present themselves.  I did 30 Minute Meals for five years on local television, and earned nothing the first two years.  Then I earned $50 a segment.  I spent more than that on gas and groceries, but I really enjoyed making the show and I loved going to a viewer’s house each week.  I enjoyed it so I stuck with it even though it cost me.

I’ve also learned you can’t be all things to all people.  Whatever you are successful at, that has to be your No. 1 goal.  In my case it’s accessibility.  All of my products have to be usable, accessible and affordable.  The olive oils we’re developing with Colavita will be priced to be competitive with every other affordable olive oil.  We chose to be in grocery stores, not fancy food stores, because that’s where most of my audience shops.  Our pots and pans have to be heavy-bottomed and sturdy but also affordable.  Decide what it is you are and stay true to that thing.  My brand is based very much on how I live my day-to-day life.”

There is wonderful marketing wisdom in what she says, don’t try to have a better product or service, provide a different one.  Creating a unique niche for your self is the essence of effective marketing.  You can’t be all things to all people or you stand for nothing at all.

Jeff Lind can be reached at 544-9220 or