First and Last Impressions

We took a drive yesterday to a small town about 90 minutes from our house. We went to visit friends and also to check out a tacos and margarita themed food truck invasion and festival. We are in the process of building our first food truck and it's important to check out the competition. Besides, who doesn't like tacos and Margaritas?

To say we were underwhelmed would be an understatement. We were disappointed and fairly disgusted.

There were a handful of trucks and some of the local restaurants set up tables. We picked up food from two of the places and were barely able to finish the food. $70 all told and for what? We had McDonald's on the way home.

The town we visited is new and rapidly growing. It's still a small town with very few restaurants. These restaurants are benefiting from having essentially zero competition. It shows because they make zero effort.

One of the trucks was a barbecue outfit with an attached smoker and a very professional outward appearance. The meat was smoked well but that was where the effort stopped. There was very little attention paid to the rice and beans that accompanied the tacos. Basmati rice, which makes no sense next to a taco, and black beans straight from the can. No seasoning, no effort beyond a can opener and something to keep them warmish.

There were only five items on the menu. I ordered two of those five items and they somehow got my order wrong.

We bought tacos from a stand set up in front of the Mexican restaurant in town. Literally no seasoning on any of the food unless you count an odd, flavorless heat on one of the tacos. We ordered a Margarita, which turned out to be little more than warm lemonade.

Another food truck was Mexican-themed and while I didn't try their food, a friend of mine did and had to stop for a potty break on the way home. Their truck was cute but there was no contact information on the outside of it and they kept their windows, which were covered in the same style of graphics that covered the truck, were closed. This does not inspire confidence.

Another food truck, one selling carnival foods, was plain disgusting. Their side door was open and you could see their supplies piled on the floor. Where's the health inspector when you need the bugger!

I am not simply insulting my would-be competitors here. If I wanted to hurt them, I would post their names and pictures here. I would slam them on Yelp! or other social media. Rather, what I'm trying to do, what I always try to do, is find the lesson in this.

The lesson is that your image, the impression you make, is very important. These small businesses, which are in a very competitive space, decided to phone it in. They made very little effort because they know they have very little to lose. They are the only game in town.

Competition is good for all of us, not just the consumer. I run my businesses as if I can lose everything at every moment. I treat every customer as a precious gem to be treasured. Don't get me wrong, I have fired customers on more than one occasion, but the majority of customers are worth keeping. And if they're worth keeping, they're worth doing your absolute best for.

That means seasoning the food. It means having forks and napkins (the Mexican restaurant told us we had to go to the restaurant to get these things - so much for street food) and salt and pepper and all the other things that make your customers' experience the best it can possibly be.

It means keeping your place clean and smiling at your guests. It means thanking them for choosing you. It means doing things well. It means giving a damn about the people you are there to serve.

We went to this event partially to have a good time, but we were also scoping out the competition. I will admit that I was a little concerned about what I would find, but I left with my confidence soaring. If your competitors look at your operation and feel you're not a threat, you have a problem. I want my competitors to stay up at night worrying about me, because they spend a lot more time in my mind than I would like.

Adolfo Jimenez is the co-owner The Cafeteria Company, HoneyBee Party Rental, and Bubba's Hangover Diner. He and his wife, Abby, invest in small businesses and serve as consultants and mentors to small businesses. Adolfo is the author of several blogs and over seventeen books, including The Successful Vendor.

Why Shop Small?

 Why shop small?

It’s a serious question. One that, as a small business owner, matters very much to my success, even my survival. Why should people shop small? Why should people walk into your store? Why should they visit your restaurant? Why should they choose you, or me, over Amazon or Walmart or Chili’s or McDonalds? 

Give me one good reason why customers should choose you and I don’t want to hear the tired cliches about how buying small helps an entrepreneur pay their mortgage while buying big helps some fat cat CEO buy another ski chalet. I am a consumer. None of that matters to me. What matters to me is price. Well, not really price but value. All other things being equal, price is the deciding factor so I guess that means small businesses should probably shut down because we’ll never be able to compete against the big boys. Right?

Probably true, but the good thing is that we don’t have to compete against the big boys, we can easily be better instead of equal. But we do have to work. Being small and opening your doors isn’t enough. We need to each find our edge. We need to find what Warren Buffett (no little guy) calls a durable competitive advantage. I believe as small business owners, there are a few easy ways to do this.

Be nice to your customers. My wife and I walked into a small shop in Charleston, South Carolina yesterday. The shop sold crystals and the like and had a yoga studio attached. A very nice, and inviting space. There was a clerk behind the counter. We said hello, she said nothing. Others walked in, carrying yoga mats and dressed for yoga. She was all smiles and hellos for these folks. They were people she knew.

Our daughter is a collector of crystals and although she wasn’t with us, souvenirs are a regular part of travel and I would have liked to have bought her something from this store, but alas, we bought nothing. The clerk finally did acknowledge us but it was only to let us know from across the room that we had to leave because the class was going to start and she had to lock the door since there would be no one to keep an eye on the place.

The clerk did inform us that she had called the owner, but the owner wasn’t around and so she had to ask us to leave. We were welcome to come back and spend our money when the owner deigned to show up. This wouldn’t have irked me so much if she had acknowledged us in the first place. The clerk may not have thought about her actions or maybe didn’t care, but she was rude to us and that is why zero of my souvenir budget will be spent at that particular shop. If she had been nice to us from the moment we walked in and walked over and explained the situation instead of calling across the store that we had to leave, we may have returned and spent some money with her. But no, she doesn’t deserve my hard-earned.

The sad thing is that the clerk doesn’t care or even know why the way she treated us will echo in her career, too. I will never spend my money there. I would never recommend this establishment. I would discourage people from visiting this establishment. I may even go so far as to recommend other places where the same goods may be acquired along with service and a smile.

Acknowledge your customers. Maybe this point should have come first but I want you to be nice. Don’t acknowledge a visitor just to turn them off with a scowl.  Be nice and acknowledge your customer. Say hello when they walk in. let them know you’re nearby and happy (not just available or willing) to answer any questions your customers may have. After all, if I want to be ignored, I can go to Target.

Anyone who knows me knows I am a bookworm. I found a lovely bookstore and went inside. The clerk behind the counter, who maybe was the owner, raised her head from what she was doing, looked at us and only said hello after we did. We wandered through the store without a word from her. I love books and I love buying books from small places but I walked out empty handed.

Contrast this to my favorite bookstore in West Yellowstone, Montana. I walk in and someone says hi. Employees roaming through the store offer assistance. The cashier makes small talk. I never leave that place without a book or three.

We walked through the market in Charleston and got both kinds of treatment. There were some vendors who made eye contact and smiled and bragged about their goods like proud grandparents. Others sat behind their tables and mumbled prices or said nothing at all, treating potential customers like an inconvenience.

Know your stuff. One of the greatest things about shopping small is getting to speak to someone who really knows their stuff. I don’t just want to know what the product is. I want to know its provenance. I want the person behind the counter in the small store to come out from behind the counter and tell me why I should spend more at her store than I would have to at a big box retailer.

We walked into a jewelry store a while later and the clerk took the time to tell us that all the pieces were handmade by the artist who owned the store and that she only made a couple of each piece. This immediately made the products more desirable and made price less of an objection. She asked us where we  were from and it turned out she was about to jump on a plane that very evening and head toward our part of the world. She also took the time to tell us about some other unique places we can visit and told us about a great restaurant we could go to for lunch.

She earned my business. Big Time!

So be an entrepreneur. Set up your business. Stock it, market the hell out of it and sell! But do the little things that are going to give you an advantage. Most people are price sensitive, but many of them will make price a secondary consideration for the right product, and maybe more importantly, the right experience and the right person. Be the right person and provide that experience to all your customers all the time. It costs you nothing, but will pay off handsomely.

Adolfo Jimenez is a small business owner and writer living in South Florida with his family. He is the author of The Successful Vendor, a guide to succeeding in the competitive world of small-scale retail.

How To Everything 3

 Have you ever lost your keys? Everyone has. Does it happen to you often? Did it happen to you today? Do you know where your keys are right now? This has happened to me since as far back as I can remember; since as far back as I've had keys.

I still misplace my keys from time to time. It's something I need to work on constantly. I'm not a naturally organized person. In fact, I'm a downright disaster. The only reason it doesn't happen to me every day is simple: I put a place aside for my keys, wallet, etc. 

In other words, I created a system.

I have created systems for all of the routine things in my life. There's no way to add excitement to the routine things, but there is no need to add frustration. In the businesses we run, we implement systems for ourselves and our teams. We find that problems we encounter can often be directly attributed to a lack of systems or failure to follow the system.

In the cases when a problem occurs because there is no system, we create a system to avoid a repeat of the situation. We're a young company and we are growing every day. Rather than let the growing pains derail us, we learn from the experiences and get better while moving forward.

These systems make us more efficient, which makes us more profitable, which makes it possible for us to invest in other businesses or hire more people. When you look at it this way, being organized and systematizing many aspects of your life and business feels like a moral obligation as well as common sense.

Adolfo Jimenez is an entrepreneur, author, poet, and blogger. He lives in Hollywood, Florida. He has published ten books, which you can find here. Adolfo is the co-owner of The Cafeteria Company, a commissary outsourcing firm. He also co-owns Soup -n- Sam, Le Velo Macaron, and Starlight Catering.

How To Everything 2

Yesterday I ranted about productivity. I'll admit, I'm not as productive as I'd like to be. I would say I am among the most productive people I know personally. After many years in the corporate world and now as a business owner serving the world of academia, I can say most people waste time. I am among those people. The difference is I am aware of it.

A good deal of my workday is spent with customers. From making sales and taking orders, to collection calls and the occasional dispute. I am in the food service business, so I also spend some time everyday in the kitchen, actually cooking. I often run inventory. I have to place orders and receive them. I review invoices and I balance my checkbook. I even run payroll. These are useful and necessary activities that I could delegate, but I feel they are good ways for me to keep an eye on the business; a finger on the pulse, if you will.

I actually spend some of my down time (when there are no customers and no calls to make) stocking coolers and racks and even shopping. This also keeps me in touch with the business. I will often listen to audio books while I'm doing this kind of work as I'd rather engage my mind in learning while performing tasks that don't require too much thought on my part.

Audio books are a great time saver. You can get through books during time that would otherwise be wasted like when you're stocking coolers or walking your dogs or sitting in traffic. I probably get through just over one book per week. You can always buy audio books or you can download the Libby app to your phone, which works with your public library so it's free! I do some of both, but I will admit I love Libby.  And, it's not really free. My taxes help pay for the local libraries so I might as well get some of my money back in the form of self-improvement.

I tend to use audio books when it's a subject I want to learn about, not one I need to learn about. The reason is there will always be distractions. People will call or approach you with a question or some other thing. I have a short attention span (now known as ADD) so it's easy to lose my place even when listening. I'll often "rewind" and re-listen to the portions I missed.

I know this may seem obsessive or, at the very least, uber-nerdy, but I believe in learning and bettering myself. I also believe that time should be treated like the valuable, limited resource it is, so I find ways to not waste it. This is one of them.

Adolfo Jimenez is an entrepreneur, author, poet, and blogger. He lives in Hollywood, Florida. He has published ten books, which you can find here. Adolfo is the co-owner of The Cafeteria Company, a commissary outsourcing firm. He also co-owns Soup -n- Sam, Le Velo Macaron, and Starlight Catering.

The Un-Importance of Parking Spaces

 I'm pushing a flatbed cart along a parking lot. It's loaded, piled high with goodies for my business. This is my second such trip today but will not be the last one I make this week. I visit warehouse clubs several times a week to buy product for my business. I run school cafeterias as well as a couple of ghost kitchen concepts, a bakery, and a catering operation. This is in addition to the deliveries I have made once or twice a week.

I buy a lot of stuff.

I buy this stuff so I can sell it. I work a lot of hours. I am typically up before five and I am at work before 6:30. Oftentimes I store supplies in my garage at home. I have an upright refrigerator/freezer and a deep-freeze in my garage for this reason. Dry items and paper goods will often spend the night in my van. 

I wake up early because I walk my dogs and I like to take a little time in the morning to think about the day ahead. Nothing formal, just visualizing. Sometimes my thoughts wander. This lasts about ten minutes. After that, it's off to the races answering emails, checking electronic deposits, walking dogs, loading stuff, waking my wife and getting my kid up for school. I am busy from ten minutes after I wake up until I go to sleep.

This is why I don't wait or even look for a good parking space. It's a waste of my time. People will spend ten minutes looking for and waiting on a "good" parking spot when they could park just down the way and walk an extra two minutes.

This doesn't make sense to me. I don't have the patience or the time to wait for parking spaces. I spend so much of my day walking and carrying things that I don't need a gym. I could still stand to lose a couple of pounds. (Maybe a couple dozen but who's counting?)

I treat my time like the precious, limited commodity it is. I am not going to spend an extra moment of it waiting for a parking space. I don't have that kind of time or patience. I would be embarrassed to be the kind of person who does that.

If you are one of those people who searches and waits for the perfect parking space, examine your life. Think about how many hours you have in a day that are truly yours. Think of how many years you have left to live. Then think of how many of those you want to spend waiting for a parking space. Time waits for no one. No one should wait for a parking space.

Adolfo Jimenez is an entrepreneur, author, poet, and blogger. He lives in Hollywood, Florida. He has published ten books, which you can find here. Adolfo is the co-owner of The Cafeteria Company, a commissary outsourcing firm. He also co-owns Soup -n- Sam, Le Velo Macaron, and Starlight Catering.

My Rules: Part One

 I'm exhausted. I just got into Bozeman, Montana at about midnight. I was too tired to go directly to sleep. I was up at six AM because my body is still on Florida time. Jet lag is a real thing. I am in Montana this time because my eldest daughter will be starting at Montana State University in a week. We're moving her in. I'll be heading back alone to an empty house. Even the dogs are with a sitter so they won't be there to greet me. Careful what you wish for. I do enjoy my alone time, but I'm no different than anyone else in that I want everything on my own terms. My daughter finishing high school a year early and moving far from home is something to be proud of. I just wish I could rearrange the terms. I'd like her to stay home until shes ninety. Just kidding. There I go not being careful what I wish for.

I am sitting at the little desk in the room. My laptop is open. The familiarity ends there. The desk is cluttered with all kinds of stuff. An ice bucket, a small coffee pot, my backpack, a purse, a hat. I look up from my screen to see me staring back at me. If I was prettier, that may be a perk, but mirrors distract me as I am as conceited as anyone else. I wonder if I look good for my age. The light of the screen isn't flattering, and I don't. I look old. Maybe I'm tired. Maybe I'm a little sad. Maybe I should avert my eyes lest I depress myself further.

This has me thinking of my personal rules for writing. I've never articulated them. I do have them, I know I do, but they're ingrained in me. They don't require review. I don't need to check them before writing like a pilot reviews a checklist before takeoff. I just do. So, here goes:

1. Eliminate distractions. Seems pretty simple, right. I'm not just talking about barking dogs and screaming kids. If you're an insecure narcissist like me, don't have a mirror. If you're a news junkie, or a social media junkie, disable your internet and leave your phone in another room. It's not that it becomes impossible to focus, it's just that focusing in an environment littered with distractions takes energy. This energy is better applied to your writing, or painting or crocheting, or whatever. By the way, Cafes aren't the best place to write, but they are a good place to be seen, which can be a helluva distraction.

2. Make yourself comfortable. If you're chair is too low or too high or the light is too bright or too dim or the room is too cold, you're not going to be at your best. Set yourself up for success, not disappointment.

3. Schedule your workday. Writing, or any artistic or entrepreneurial endeavor that you're pursuing on spec, should have a time dedicated to it. I am a morning person. I usually wake up around five and start writing around six and go until just before nine. Sometimes I put in a little overtime. Sometimes I run out of steam early. Sometimes, I don't follow rule number one and I end up wasting two hours reading news or making sure my coffee is just right or telling my dogs how much I love them. If you don't devote time to your craft, or to any goal, it's just a wish, and a dream, and this is the real world. This ain't no fairy tale.

4. The work matters more than the title. I've met plenty of would-be writers who love saying they are writers. They love wearing turtlenecks and slurring their words a la Gore Vidal or acting uncomfortable in social situations like David Foster Wallace. They should all try to be a little more like J.D. Salinger. No one is impressed by you saying you're a writer. I could say I'm a doctor but I promise you don't want me removing your gall bladder. I wouldn't trust me to cut your fingernails. The doctor is the person who did the work. They went to med school, they did their residency and rotations and all that jazz. They've earned the title. Why would writing be any different?

I'm sure there will be more to this. Consider this essay, like its author, a work in progress. But this is just me. Write your own rules, and don't break them. Shatter them! But only if you find they are holding you back.

Adolfo Jimenez is an author, poet, and blogger. He lives in Hollywood, Florida. He has published eight books, which you can find here.

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Happy New Year

I'm not Barbara Walters, but this is still 2020.

It's been a long day after a long night, but I wanted to jump on here and wish you all a great New Year.

Got any goals?
Any big plans?

If not, get some. Do it. Do it now! It's that simple!

I'll be back soon with something (hopefully) worth reading.

Adolfo Jimenez is an author, poet, and blogger. He lives in Hollywood, Florida. He has published eight books, which you can find here.

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Embracing Change

I am not a full time writer. I write every morning and sometimes in the evenings. I have a day job. It's a stressful job. It pays well and I make a nice living.  My job demands a lot of me and I have to deliver or I won't have it.

I have a mortgage, a car payment and two kids in private school. I am not a popular enough writer yet to support all that. So, I work.

I just started working from home. Same job, same responsibility, same goals. No suit and tie! Life is good.

I've always written at home. I have a small desk in my bedroom. I wake up early and get to work. In the old days, I worked until it was time to shower and shave and head to the office. Now, I write, then I walk my new puppy. I come back, shower, maybe shave, and I get to work... in a different room in my house.

It's important to separate my creative life from my commercial life. I don't like to think about writing when I'm doing anything else, and I don't want to think of other things during my writing time. I get better results this way. The point is that you should compartmentalize. You'll get better results.



Adolfo Jimenez is an author, poet, and blogger. He lives in Hollywood, Florida with his family.  He has published eight books, which you can find here. 

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The Business Part 4

This is the fourth part of a series on the business of writing. Click here to go to Part One.


I am not a full-time writer. I have a career and I own a business. All things being equal, though, I'd rather earn my living as a writer. What I am is prolific. I am a very productive writer. I put words to paper (or processor) every day of the week. Sometimes, they're good, sometimes they suck. The important thing is to do the things that must be done.


A DAY IN THE LIFE

Monday through Friday: I am usually awake by 5:00AM. This is not to say I am always out of bed by that time. My wife usually wakes up a little later. She and the girls are out the door by 6:30. I usually start working by 5:30, pausing to say goodbye to the family and make coffee. I usually put in anywhere from 1-3 hours of work in every weekday morning. I then shower and shave and go to work. I try not to think too much about what I'm working on when I'm not actually working on it but sometimes an idea pops in my head. When this happens, I usually write it down.

I sometimes have creative bursts throughout the day. I carry a pen and pad around for just such an occasion. If not, my iPhone has a nifty little notepad feature.

I rarely work on my main project at night. This time is usually reserved for reading, sleeping, and the making of the love.

I dedicate some time to social media but I am no expert. I am trying to learn how to promote myself. Once I master this, all bets are off.

See, writing is the hard part, because it is lonely and exhausting. When I tell people I write but don't make significant money from it (yet) they ask me why I bother. The truth is I do it for me. I do it because I love it. When it eventually becomes my living, all the better.

Follow me on this journey. It ought to be fun.



Adolfo Jimenez is an author, poet, and blogger. He lives in Hollywood, Florida with his family.  He has published eight books, which you can check out here. 

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The Business Part 3

This is the third part of a series on the business of writing. Click here to go to Part One.


Too many wannabe writers are in love with the idea of being known as a writer. They are not in love with the lonely drudgery of writing. Singers and actors get on stage and are cheered and adored, or jeered and booed. But at least they are known. When Andy Warhol promised those fifteen minutes of fame, he excluded most writers.

My point is that you have to write if you want to be a writer. You have to put out a page a day. I don't care if it's a good page. Ernest Hemingway said the first draft of anything is shit. He was right. Sometimes it's better quality shit than other times, but it's still shit.

So you sit down and write a page a day. You do this for 200 days. You have a first draft. Guess what? It's shit! Let it go for a while. Put it out of your mind. Think of other things. Get drunk. Get stoned. Get laid. Definitely get laid if possible.

After you've done other things and taken your mind off the work, come back to it with fresh eyes. It's time to write. Remember that words are cheap. A word means little by itself. It's when we put it in the right place with other words that it starts to mean something. What I mean to tell you is that you shouldn't be afraid to delete a word. Or a sentence. Or a paragraph. Or even an entire chapter. Don't be afraid to replace words or move them around. Ditto sentences and paragraphs. Nothing is  sacred. Don't be a little pussy. Just edit it.

So it's been a year since you started this book. You've done your first re-write. Are you ready to send it to the publisher? Hell no. Put it away. Get drunk. Get stoned. Get laid. The manuscript ain't going nowhere.

Come back to it a couple of weeks or even a month or two later. Rewrite it again. Be ruthless. Words mean nothing until they are put in the right order.

Adolfo Jimenez is an author, poet, and blogger. He lives in Hollywood, Florida. He has published eight books, which you can find here.

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The Business Part 2

If you'd like to read the first part of this blog series, click here.


I was talking about the difference or the contrast between writing and the business of writing. I am not good at the business side of writing. I know I can be and I have no doubt I will be, but at the moment, I suck at it.

I suck at it because I haven't learned how to do it. Once I learn it, look out world!

I have earned my living for the past several years in sales. I know how to sell. I make a fine living at it. I have just always found it easier to sell things, than it is to sell myself.

I wake up very early every morning. Usually before five AM. I start writing around six AM. Writing is the only thing I've ever been disciplined about.

I mention that because if you don't have the discipline to write, you're wasting your time reading this. Be gone!

I should also mention that this is being written for those who wish to go the self-publishing route.  If you are hoping to be published by a big house and they are going to throw big money into promoting your books, you are dismissed. I don't want you laughing at me. Be gone!

I submitted my work to agents and publishers many years ago and then stopped. I wrote for myself and never shared a word. Now, I'm back and I want to do it myself. Wish me luck!

Before you try to sell your writing, make sure you have something to sell. I stalk Facebook and Reddit "writer" groups where people spend a lot of time asking questions like, "What should I name my character?" and other nonsense. I have news for you: if you don't know what to name your character, which should be the easiest part of the process, there is nothing on any social media group that will help you. You are dismissed, follow the best sellers.

If you have written the book and it is ready for release into the wild, read on...

Adolfo Jimenez is an author, poet, and blogger. He lives in Hollywood, Florida. He has published eight books, which you can find here.

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The Business

This is a confession.

Too late. You're here now. You must listen to my tale of woe. To do otherwise, to turn away, would be indecent. You are a decent person... aren't you?

There are two sides to being a writer. There is the hard part, which is the actual writing. Then there is the harder part, which is selling yourself. I like sharing my experiences. I really do. What I don't like is the business of selling those experiences once they are bound in a book or put in an e-book.

Don't get me wrong, I want to sell the books. I want to sell millions of copies of my books. In my other life,  I sell for a living. I understand the science and the art of sales. I've just never learned how to sell myself and my creations, and that is exactly what selling books is. It is an author selling bits of himself.

Every story I've written is personal, even if not autobiographical. They came from inside of me. It's easier to write about these things than it is to talk about them.

So, I've spent the greater part of the weekend, studying and creating a marketing plan. I am all over social media and I am compiling a list of independent bookstores and book clubs that I will be visiting. If you're reading this, and I am ever in your neighborhood, please stop by and say hello.

I think I may continue the theme I've started here. It ought to be fun. Who knows? I may end up not hating the business of selling my writing after all!

Adolfo Jimenez is an author, poet, and blogger. He lives in Hollywood, Florida. He has published eight books, which you can find here.

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A Little Self-Promotion

The cover of my latest book.

I like to write about writing. I'm not proud of it, but I do enjoy it. I won't try to pad this post since the title tells you exactly what it is. I won't insult you by pretending this is about anything other than selling a book. 

I just published Dogs, Drinks, Women and Me, a short story collection. Please go out and buy it. If you don't I will be forced to continue working for a living. Not that writing isn't work. It's the hardest work I've ever done. It's also my favorite thing to do.

It's available as an e-book and as a paperback. Just in time for Christmas, hint hint!

Thanks for your support, and keep writing. Oh, and keep reading, especially my stuff.

Thanks!

Adolfo

Adolfo Jimenez is an author, poet, and blogger. He lives in Hollywood, Florida. He has published eight books, which you can find here.

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Walking Away

I own a wonderful little business called Le Velo Macaron. We specialize in one product, French Macarons,  made in dozens of flavors. I believe we make a better macaron than anyone anywhere. I have seen and tasted nothing to make me believe otherwise.

Like all entrepreneurs, I want to expand my business. We are talking to various shops and outlets who may be a good fit for us. We know some will work out and some won't. Them's the breaks!

It's important for a small business owner to make the right connections and to nurture those connections into relationships that will benefit both sides. Like any relationship, a business relationship must be based upon mutual understanding and benefit. It also helps if you don't drive one another crazy.

As important as it is to get the business, there may be a point where it's no longer worth the money you might make. Sometimes the demands are too much Sometimes the time needed to nurture the relationship outweighs the benefit. I am not trying to say money is the only consideration. Your mental health matters, too. If a client is looking to you to solve all their problems, to be their therapist, to save them... walk away. 

If you have a client that's something of a control freak, who needs to have their fingers in everyone's business, including yours... walk away. I worked with a prospect recently who fit this description. She trusted none of her staff. It had nothing to do with her staff, who seemed to be great people. This attitude extended to her interactions with us. She asked too many probing questions about recipes and operations. Even offered to make space in her facility for us to work more closely with her. While I have no problem with partnerships, this was feeling more like a shotgun wedding.

So, I walked away. It wasn't easy. The Dead Presidents catcalled me as I left the room, but I knew it was the right thing. It was the right thing for my business, but also for my health. While I do have clients and I work as a Life Coach, I don't coach clients of my other businesses. It creates the kind of conflict I am not interested in.

So make the tough decisions. It's like medicine. It tastes like crap but you'll feel better in the long run.



Adolfo Jimenez is an executive coach, entrepreneur, consultant, book club nerd, and family man living in Hollywood, FL. He is the owner of Le Velo Macaron and other businesses.

You can find him on Instagram and LinkedIn

Carpe Potestatem

This past weekend, I worked an event. I met a couple of hundred people. Most of them I will probably never see again. The few I made connections which may prove very valuable.

I am a believer in win-win situations. I spoke to one of the people I met, who introduced me to someone else, with who I may be doing a substantial amount of business. I called this person with one idea and they gave me another, which I believe will grow my business while creating a new revenue source for my new friend. Win-win!

Often times we ignore opportunities because they show up dressed like work, or they are too complicated. We hope things will be a certain way and are discouraged when they are different. We do this at our peril. I am busy and I'm doing well, but I am not in a position to ignore opportunities. Not by a long shot. There's always room for more.

Opportunities are gifts, but not in the traditional sense. They are not easy. They almost always require lots of assembly and usually don't bring instructions. Sometimes they even bring the wrong instructions. You need to put on your thinking cap and make it happen.

The best way to find the right opportunities is to sift through the wrong ones. The more bad ones you get through, the more good ones you'll find. More opportunities, good or bad, equals more success.

Go get 'em!


Adolfo Jimenez is an executive coach, entrepreneur, consultant, book club nerd, and family man living in Hollywood, FL. He is the owner of Le Velo Macaron and other businesses.

You can find him on Instagram and LinkedIn

Thinking With A Group... Not Groupthink

In "Think and Grow Rich," Napoleon Hill wrote of the importance of creating a Mastermind Group. The names sounds ominous, particularly in today's hypersensitive world, but the idea has merit.

A Mastermind Group is a group of individuals who meet regularly to help each other solve problems. It is a peer-to-peer mentoring concept. Call it what you will. It works.

I have participated in many Mastermind Groups. Often as a facilitator, but that just means I send out the emails and move the conversation along. I benefit from these meetings as much as anyone else in attendance.

I run a weekly book club that often spends half its time on the book we're reading and the other half helping each other with challenges we are facing in our businesses. We didn't plan on the book club becoming a Mastermind Group, it just did.

I've facilitated Masterminds through conference calls. I've broken off into one-on-one sessions from these Masterminds. I have helped others and others have helped me.

The idea is that our collective knowledge can be shared to the benefit of all. None of us is as smart as all of us.

That being said, it's important to not allow your Mastermind group to engage in Groupthink, where everyone is agreeing with everyone. No one person should dominate the conversation. It isn't even about trying to convince people to see things your way. It's opening minds and sharing points of view. It's kinda like leading a horse to water... and then leaving him there. He'll figure it out.

I'm always interested in new perspectives and challenges. If you'd like to join or start a Mastermind group, let me know.


Adolfo Jimenez is an executive coach, entrepreneur, consultant, book club nerd, and family man living in Hollywood, FL. He is the owner of Le Velo Macaron and other businesses.

You can find him on Instagram and LinkedIn

Am I My Competitor's Keeper?

I have a hard time walking into a business and just being a customer and enjoying myself. It's something in my nature. After 15 years in the hotel business, I still walk into a room I'm supposed to be sleeping in as if I'm a housekeeping manager performing a room inspection. Some things become part of your DNA, I guess.

As a business owner, I often check out my competition. I want to visit their websites or walk into their place and wee what's going on. I act on the impulse to snoop. I check them out and unless they're idiots, they're checking me out, too.

I don't do this to copy them, though I am not above learning from a competitor. I do it because I need to know where my industry is headed. I need real time intelligence to determine if I am keeping up, left behind, ahead of the pack, or just plain clueless. Not knowing is not an option.

Now, this is not to say you should emulate your competition. Chances are, they're screwing something up. Think of any company you deal with on a regular basis or any company you've worked for. I bet you can think of lots of things you'd change. You're not wrong about those tweaks. Them not noticing doesn't mean there's something wrong with them or that they don't care. They're just too close to see their own warts.

You may be missing opportunities in your business for the same reason.

Don't be shy about getting an outside opinion. Whether it's for your business or your life, there is always room for improvement. Find a coach, a mentor, or a consultant who will be brutally honest with you. Your mom and your best friend will be too nice. Or they'll tear you down. Either way, their advice may come from a good place, but it will likely lead you to a bad one.

When my son was in college in New York and working in theater, he asked me if I would represent him, like an agent. I was flattered, and I said no. I would have too much invested in his feelings to be confident in the decisions I was making regarding his success. I told him I would help him find someone who would represent him as well as, and probably better than, I ever could.

It turns out he enjoyed the behind-the-scenes part of the business better so it worked itself out. Maybe I should still hit him up for the 10% commission.

If you're stuck and need an honest opinion and guidance, don't go to family or friends. This is one case where you're better off in the company of strangers.


Adolfo Jimenez is an executive coach, entrepreneur, consultant, book club nerd, and family man living in Hollywood, FL. He is the owner of Le Velo Macaron and other businesses.

You can find him on Instagram and LinkedIn

Know The Game You're Playing

What's your business? How's it going? Do you have customers? Lots of them? Want more customers? Of course you do. Who doesn't? The only enterprise that complains about more customers is the government and if that's who you work for, I have nothing for you. Unless you're looking for a way out of that life, in which case, we should talk.

I speak to business owners every day and I have never had one complain that they have too many customers. If one did, they look for ways to service and profit from those customers, not get rid of them.

Do you know what game you're playing? You're in the customer acquisition game. No matter the business you're in. You're playing to get more customers.

Do you know your customer acquisition cost?  Do you know how much each customer is worth?Do you know how to make your customers happy? Do you know how to make sure they don't leave? Do your employees know how to keep your customers happy? Do they care?

To make sure you have enough customers to grow your business and stay in business, you need to know who your customers are. where they are looking, what they are looking for, and how to get them in and keep them loyal to you.

If you can't answer those (and other) questions, you have no chance of making it long-term. You're just biding your time.


Adolfo Jimenez is an executive coach, entrepreneur, consultant, book club nerd, and family man living in Hollywood, FL. He is the owner of Le Velo Macaron and other businesses.

You can find him on Instagram and LinkedIn

A Roaming Eye

Last night was date night. After 18 years and with two teenage daughters in the house, full-time jobs, businesses, and other commitments, Abby and I have to make a real effort to find time to just be a couple. We went to Downtown Hollywood for dinner and as always, our conversation drifted to business.

This is not to say it wasn't a romantic evening. I'm a smooth dude! Drove with the top down (for about five minutes because it rained, but still) and all that jazz.

Each business we visited, one for dinner and another for dessert, filled our heads with ideas which led to conversations and a visit to yet another dessert spot for more discussion.

It was a nice date. I'm not some kind of stiff who only thinks about work. Well, maybe I am, but I know a few jokes and I give a mean foot massage! See, I have redeeming qualities as a husband!

As we walked and looked in store windows, I saw opportunities. I saw what makes America great. The American entrepreneur. I saw people willing to risk everything for a shot at the American Dream. I saw families working hard and working together toward a common goal.

I also saw a lot of mistakes being made. I saw lost opportunities. I saw those beautiful dreams eroding into bankruptcy. I saw people with good intentions and bad business plans. I saw businesses in 2018 being run like it was 1918. I saw half-hearted attempts at marketing and a whisper of social media, which would do more harm than good.

I love entrepreneurs. I really do. I want them to succeed, though I know many will fail. I would be lying if I didn't see opportunity in picking up the pieces of someone else's dream - at a steep discount.

It is the responsibility of the player to know the rules of the game. If you don't know the game you're playing, you will lose every time. Learn the business, sure, but learn all the things you have to do to get customers in the door. Otherwise, you just have an expensive, depressing hobby. And someone else will be paying you to work on their dream while yours fades away.

So while I only have eyes for my wife. Those eyes occasionally roam and see opportunities to learn, to help, to coach, and to profit.


Adolfo Jimenez is an executive coach, entrepreneur, consultant, book club nerd, and family man living in Hollywood, FL. He is the owner of Le Velo Macaron

You can find him on Instagram and LinkedIn

The Importance of Having a Dog

I love my dog. His name is Baxter. He's a good boy, yes he is. Sorry. I get carried away. Baxter is a silky terrier. He's a happy hyper little guy and he's a great source of exercise. I walk him in the morning and in the evening. It's good for him and it's good for me.

My doctor told me a couple of years ago that I'm allergic to dogs but Baxter was already in my life and he wasn't going anywhere. You never leave a man behind. It's funny because I would never call myself an animal lover. But I do love this little dog of mine,

I didn't write this to encourage people to adopt dogs although it's a nice thing to do. The point is that it's good to get out and do something distracting now and then. I take about 60-90 minutes a day to walk with my buddy. It's time well spent. I walk, which is healthy, and I listen to audiobooks on my iPhone, which is increasing my skills, my knowledge, and my value.

All because of this little dog, who by the way is a crimefighter. He goes out at night and defends Gotham City from the forces of evil. Oops! I wasn't supposed to tell you that. Pretend you didn't hear me!


Adolfo Jimenez is an executive coach, entrepreneur, book club nerd, and family man living in Hollywood, FL. He is the owner of Le Velo Macaron

You can find him on Instagram and LinkedIn